Michelin Joins Expo 2010 French Pavilion as Major Sponsor

The World Expo is considered by many to be the Olympic Games of the economy, science and technology. Since the first such event, the Great Exhibition of 1851, was held at the Crystal Palace in London’s Hyde Park, the World Expo has been held more than 40 times in locations around the globe. This year’s exhibition, Expo 2010, is said to be the largest world’s fair ever, with more than 135 countries and 48 organisations already registered to take part and at least 70 million visitors expected to attend. On January 29 Michelin announced its presence as a major sponsor at the French Pavilion during the Shanghai based show.

According to Michelin, the decision to join the French Pavilion as a major sponsor was a logical one: The tyre major comments that the theme of Expo 2010, which runs from May 1 to October 31 this year, is “Better City, Better Life”, and this theme goes hand in hand with Michelin’s corporate slogan “A Better Way Forward,” a phrase it says expresses Michelin’s commitment to making road mobility safer, and more respectful of people and the environment.

At the exhibition, Michelin will illustrate one of the five senses showcased by the French Pavilion’s “sensual city” theme – hearing. The key reason for this, the tyre maker explains, is that the core message of its latest campaign “The right tyre changes everything” – covers, amongst other things, the development of innovative solutions to mitigate road noise. Leveraging the skills of over 5,000 researchers worldwide, Michelin says it is deploying a research and development strategy to reduce tyre noise. This challenge, Michelin notes, is critical to achieving sustainable road mobility and enhancing the quality of life in big cities.

The Michelin Man, Bibendum, will play a major role at the fair, alongside the French Pavilion’s mascot, Léon the Cat. The two characters will interact with the public in a “lively” way, Michelin comments, and make the “sensual city’s visit even more joyful”. To help international visitors get around during Expo 2010, Michelin will also publish a new guide to Shanghai in English.