A bus decorated with items representing Chile and pictures of the Chilean national soccer team (“La Roja”) on the outside toured the busiest streets of Shanghai between July 23 and 30, causing great excitement and passing through eleven tourist sites such as the Oriental Pearl Tower, Yu Garden, Xintiandi, and The Bund, to name a few. “La Roja in Shanghai” was a project led by ProChile, the Chilean Exports Promotion Bureau, involving a bus designed with items from “La Roja” on the inside, as well as Chilean landscapes and products such as pork, thanks to the support of the sector brand ChilePork.
With many interactive elements, the bus continuously played videos about Chile on a screen and six crew members, in various shifts, interacted with passengers, held contests, and gave away various gifts such as 2,000 tourist maps advertising the event, more than 90 UNBOXING boxes with products from participating companies, and “La Roja” T-shirts.
Every day, over 2,000 people were lucky enough to travel the streets of Shanghai on the bus, while more than 100,000 people saw it stop at the eleven tourist sites, and more than 2 million saw it passing through the streets, demonstrating the qualities of Chile and its products to various audiences in this cosmopolitan city.
