Li Hao
UNIVERSIADE organizers launched a campaign yesterday to send local tourists overseas to promote the Games and Shenzhen.
Tourists from all walks of life are expected to hand out invitation letters and promotional brochures, inviting people to Shenzhen for the Games in August.
The Games ambassadors will be asked to visit prominent universities and conduct press conferences to promote the Games, according to the Shenzhen branch of China International Travel Service Co., which has been tasked to organize promotional tours.
Games ambassadors are expected to travel to around 50 overseas cities.
It will be the first time a Games organizer has promoted the Universiade through direct contact with people, and it is also expected to enhance local residents sense of participation in the Games, said Zhao Guanghua, vice head of the executive office of the Games organizing body.
Local residents represent the image of Shenzhen when they travel ... and will play an important role promoting the Games and the city, Zhao said.
Before the official launch of the promotional campaign, 16 residents went to Singapore and Malaysia at the end of October last year, where they received a warm welcome from local governments, university students and citizens.
Another group of Games ambassadors was scheduled to set out from Hong Kong on Jan. 29 to Taiwan.
With the Games drawing near, organizers have stepped up publicity to improve awareness of the Universiade, which has a low profile compared with the Olympics and the Asian Games.
However, a publicity package involving TV, radio, the Internet and magazines has concentrated on domestic audiences with the contents mostly in Chinese, running counter to the city s aspirations to raise its international profile.
