Newsmaker Group conducted U.S. media relations for the USA Pavilion during the 2010 World Expo. The campaign strategy focused on making this event, which took place half a world away, relevant to U.S. audiences. This was achieved by showcasing the role U.S. college students played at the Pavilion, serving as the face of America to thousands of Chinese. This approach gained the attention of local, regional and national media, helping educate the public about our nation’s efforts in Shanghai.