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USA Pavilion (Expo 2010 Shanghai) Wins Public Affairs Asia Gold Standard Award for Country Promotion

Nick Winslow of Nick Winslow Consulting, who headed the team that conceived and created the USA Pavilion (USAP) for Expo 2010 Shanghai, and Martin Alintuck, president & CEO of the USAP, announced that the USAP has just won the 2010 Gold Standard Award for Country Promotion from Public Affairs Asia Ltd., a ‘news, analysis, recruitment, events and intelligence network’ based in Hong Kong.
Concerning the award, Public Affairs Asia Ltd reported:
“The USA Pavilion at the Shanghai Expo won the Gold Standard Award in Country or Trade Promotion for its extended cultural and commercial outreach to mainland China.
It was the only pavilion to dramatically expand its presence and truly make it part of an in-depth diplomatic effort, resulting in Chinese and Expo officials praising it as a model for excellence. Statistics clearly point to the overall success of the USA Pavilion:
  • It was visited by 7.3 million visitors, as opposed to the original estimated 5.5 million.
  • It reached more people than the US embassy and five consulates in China will reach over the next decade.
Fudan University research showed that:
  • 95 percent of visitors agreed that visiting the pavilion was worth their time/effort.
  • 93 percent felt the pavilion “represents the American spirit”
  • 94 percent agreed that America is culturally diverse and innovative
  • 92 percent believe that Chinese companies should use American companies as role models”
The experience design for the USAP was by BRC Imagination Arts, with building design by Clive Grout Architect. Nick Winslow’s partner in formulating the pavilion was Ellen Eliasoph. Norm Elder was instrumental in sponsor development. US Secretary of State Hillary Clinton played a key diplomatic role in rallying support for the pavilion.

The Gold Standard Awards recognize excellence in government affairs and corporate communications. Sponsors include News Corp, UPS, eBay, Fleischman-Hillard, Weber Shandwick, Food Industry Asia, Edelman, the US-ASEAN Business Council, Research Pacific Group, AmCham-China, Asian Strategy and Leadership Institute and PR Newswire Asia.

Video clip from Shanghai Expo Closing Ceremony:



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Judith Rubin
Judith Rubin
Judith Rubin ([email protected]) is a leading journalist, content marketing specialist and connector in the international attractions industry. She reports on design and technical design, production and project management, industry trends and company culture. From 2005-2020 she ran communications and publications for the Themed Entertainment Association (TEA). In 2013, she was honored with the TEA Service Award. She was development director of IMERSA and publicist for the Large Format Cinema Association, and has contributed to the publications of PLASA, IAAPA and the International Planetarium Society. Judith joined World’s Fair magazine in 1987, which introduced her to the attractions industry. She joined InPark in 2010. Judith earned a BFA from Pratt Institute. She has lived in Detroit, New York, Oakland, and now Saint Louis, where she is active in the local arts community.

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