Israel Selects Weber Shandwick For World Expo 2010 Campaign

Monday, February 01, 2010 SHANGHAI, China, 1 February 2010 – The Ministry of Foreign Affairs of the State of Israel has selected Weber Shandwick Shanghai to represent its presence at the World Expo 2010 Shanghai, following a competitive pitch.

This marks the latest in a string of Expo-related wins for Weber Shandwick Shanghai, which in November announced it would be supporting the Expo presence of New Zealand and in September launched General Motors’ Expo campaign.

“Weber Shandwick lives up to its reputation as the premier agency for Expo communications,” said Yaffa Ben-Ari, deputy commissioner general of Israel to the Shanghai World Expo 2010. “It has demonstrated an innate understanding of the parallels between our two ancient civilizations and how to engage them in modern dialogue.”

Weber Shandwick helped kick off Israel’s Expo campaign last month with Israel Week in Shanghai, for which Weber Shandwick was charged with managing media relations and driving foot traffic.

In addition to operating a press center and carrying out media outreach, Weber Shandwick will support a range of cultural activities and provide strategic online counsel and social media engagement. The agency’s Advocacy methodology will play a prominent role in Israel’s efforts — with Weber Shandwick identifying and activating a network of advocates on behalf of Israel’s Expo presence.

“Weber Shandwick is excited to partner with Israel,” said Darren Burns, managing director of Weber Shandwick Shanghai and Guangzhou. “The Israel Pavilion promises to be one of the Expo’s most fascinating, and from a communications perspective, it represents an amazing opportunity to convey the country’s culture and cutting-edge innovation to China.”

The Israel Pavilion’s “Innovation for Better Life” theme echoes the Expo’s theme of “Better City, Better Life” by showcasing Israel’s use of sophisticated technology to improve people’s lives around the world. It will also offer a sneak preview of the natural historic beauty of the country. Nick-named the “Sea Shell,” the Israel Pavilion has already attracted the attention of the Chinese public. Its twisting shape of stone and glass symbolizes “dialogue” and represents Israel’s ancient past and modern society.

Weber Shandwick brings a wealth of Expo experience — having helped the Shanghai city government win the bid to host the Expo and having taken the Expo to Aichi, London, Hamburg and Paris as part of Shanghai Week, in addition to supporting both corporate and country pavilions. The agency has also been commissioned by the Shanghai Expo Bureau to plan the 2010 Shanghai Expo’s marketing master plan, including the sponsorship plan and forum plan. In addition, the Weber Shandwick Expo taskforce works with country and corporate brands including General Motors, New Zealand, and Great Wall Wine, among others.

About World Expo 2010
World Expo 2010 Shanghai China is the occasion for China to bring the world at home, and for the world to feel at home in China. By dedicating a 5.28-square-kilometer area at the core of the city to exhibitions, events and forums on the Expo theme, "Better City, Better Life," Shanghai hopes to build a powerful and lasting pilot example of sustainable and harmonious urban living.

About Weber Shandwick
Weber Shandwick is a leading global public relations agency with offices in 81 countries around the world. The firm’s success is built on its deep commitment to client service, our people, creativity, collaboration and harnessing the power of Advocates - engaging stakeholders in new and creative ways to build brands and reputation. Weber Shandwick provides strategy and execution across practices such as consumer marketing, healthcare, technology, public affairs, financial services, corporate and crisis management. Its specialized services include digital/social media, advocacy advertising, market research, and corporate responsibility. In 2010, Weber Shandwick was named Global Agency of the Year by The Holmes Report for the second year in a row; an ‘Agency of the Decade’ by Advertising Age, Large PR Agency of the Year by Bulldog Reporter, a Digital Firm of the Year by PR News, and Top Corporate Responsibility Advisory Firm by CR Magazine. The firm has also won numerous ‘best place to work’ awards around the world. Weber Shandwick is part of the Interpublic Group (NYSE: IPG). For more information, visit http://www.webershandwick.com.