The USA Pavilion at World Expo 2010

The USA Pavilion was one of the largest national pavilions at World Expo 2010, Shanghai, China. The theme conveyed four core concepts: sustainability, teamwork, health and the spirit of striving for success. The Pavilion showcased American values and culture to cultivate Chinese netizen outreach and portray the U.S. as a place of opportunity and diversity where people create change in their communities for the better. Ruder Finn provided ongoing media planning and counseling in the run-up and throughout the Expo period, orchestrating wide-ranging media outreach efforts, engaging target influencers, ensuring that online and offline efforts encompassed high-value traditional and social media platforms. The Pavilion was ranked No. 2 among national pavilions after the China Pavilion by Google Trends. USA Pavilion’s Twitter account appeared as the only national pavilion in the Top 500 Chinese Twitter accounts. Through a localized, personal “voice,” the USA Pavilion organically grew its social media presence and communicated powerfully across culture and language