SHANGHAI –Hill & Knowlton has launched an arts and culture sponsorship service in China. The new offering will provide sponsorship consultancy, strategic counsel and management expertise for companies looking to enhance and effectively position their brands in association with arts and culture.
In China, more and more international and domestic corporations are sponsoring arts and cultural events as part of their overall communications strategy, says David Zhao, managing director of Hill & Knowlton China. He says the new service is especially relevant given the major sponsorship opportunities offered by the upcoming 2008 Olympic Games in Beijing and the 2010 World Expo in Shanghai.
“Unlike other PR activities such as road shows, theme parties and seminars, arts and culture sponsorship requires practitioners to have an intimate knowledge of local cultures, their relevance to particular brand values, and their relationship with target audiences,” says Claudia Sun, head of the newly launched arts and culture sponsorship service. “. In China specifically, an in-depth understanding of the government’s agenda can turn a sponsorship investment into a highly influential communications campaign.”