Kunming is one of the most dynamic city regions in China and is regarded as a gateway to South West China. It is known for its rich and diverse ethnic and cultural heritage and is at the heart of one of China’s most important tourist areas.
A delegation from the city came to Liverpool as part of IFB2016, following the signing of a Friendship Partnership Agreement between the two cities in 2015. In addition to a Civic Reception and Trade and Investment seminar, the city also wanted to showcase its cultural offering to Liverpool and its opportunities for business investment.
Influential planned a two-day Cultural Experience on behalf of the City of Kunming, strategically positioned in Paradise Place, Liverpool ONE, to maximise footfall, alongside a business-focused PR campaign to promote potential trade links between UK businesses and Kunming.
We designed bespoke branding for the exterior and interior of the marquee to represent the “Gift from Kunming” that the city wanted to give to Liverpool.
The exhibition was publicised in advance via social media and media relations and also via digital 6 sheets throughout the duration of the exhibition.
We also arranged for the launch of the Cultural Experience to be officially opened by the Liverpool and Kunming Vice Mayors, and invited local school children to attend the opening to welcome the Chinese guests.
The branded marquee was erected to house the cultural exhibits, and it was decorated with flowers and ribbons to reinforce the “City of Eternal Spring” meaning of Kunming’s name. A range of cultural, business and artistic exhibits were on show during the exhibition which included arts and crafts, baked goods, tea and flowers, and Virtual Reality equipment.
As well as attracting hundreds of attendees to the exhibition, significant coverage was achieved in regional and trade media, including in the world’s biggest Chinese news websites, China Daily and New China.
Li Zhigong, deputy mayor of Kunming, stated that the event “strengthened the friendship between China and the UK, upgraded the international cultural influence of Kunming, and quickened Kunming’s steps to internationalisation”.