“Art on Ice” a smash hit in China
Another successful Infront “Gateway China” initiative with audience, media and sponsors thrilled by the show’s premiere in China - a strong cumulative audience of 26.5 million
Live broadcast enjoyed by massive audience
The show was staged twice, on 18 and 19 June 2011 at the Mercedes-Benz Arena in Shanghai. Both events were played to a full house of almost 9,000 spectators per performance. The second show was televised live on national network CCTV-5, reaching an audience of 26.5 million and introducing them to an entirely new concept in entertainment. Shanghai’s MMTV (metro monitor TV) also picked up the show live and featured it on multiple media channels across the city’s public transportation system (subway and busses) as well as on TV screens at fixed locations.
The musical cast was led by world renowned and China’s most famous concert pianist - Lang Lang, who enchanted the audience with his first concert “on ice”. Ice stars included the two-time world champion Stéphane Lambiel (Switzerland), current World Champions in Pair Skating Aliona Savchenko & Robin Szolkowy (Germany) and 2010 Olympic silver medallists Qing Pang & Jian Tong (China). As the show reached its finale with the Chinese pair performing to Franz Liszt’s “Liebestraum” played by Lang Lang, the audience and media were treated to an unexpected ending, when Tong proposed to his skating partner of 18 years in the arena in front of spectators and television viewers throughout China.
A cross-cultural communication platform
Together with the Zurich-based Art on Ice Production AG, Infront is following a long-term strategy to establish the show across China. The line-up of national and international brands already in the first year confirms the strong appeal of this unique cross-cultural communication platform and makes it another successful example of Infront’s “Gateway China” services. It encourages European based companies and sports to access the Chinese market and vice versa.
The Official Sponsors for the “Art on Ice” shows in Shanghai were China Telecom (China’s biggest telecommunications provider), Lucerne Tourism and Sohu.com (one of the country’s largest new media portals). The Official Suppliers were Intercontinental Shanghai (hotels) and Steinway & Sons (piano manufacturer).
Ma Guoli, CEO of Infront China, said: “Infront’s comprehensive know-how in both markets was the key to successfully transferring “Art on Ice” to China. The Chinese audience adopted this new entertainment concept with enthusiasm and the positive feedback we received from spectators, media and sponsors is a promising sign for the future of this unique fusion of music and skating in Asia. Sponsors benefitted from integral brand representation in both shows, which was further intensified by the strong media interest.”
Media coverage exceeds expectations
Media coverage of “Art on Ice” was impressive, with an “A List” of Chinese national dailies and Shanghai newspapers as well as international press including German, Swiss and Japanese.
“The whole effect of the show is like a dream. (…) When Lang Lang is playing Chopin 25/1 for Volosozhar / Trankov, his eyes were following the skaters and adjusting his playing with the skaters’ rhythm. The live music and figure skating was perfectly merged together.” - Shanghai Morning Post, Sunday 19 June
“Wonderful live music and beautiful figure skating made a feast for the eyes and ears of the spectators. (…) It was a thrilling and exciting experience.” – Xinmin Evening Post, Sunday 19 June
About Infront Sports & Media
Infront Sports & Media, based in Zug, Switzerland, has grown impressively in recent years to become one of the leading international sports marketing groups in the world. Known for its high standards of delivery, the company covers all aspects of a successful sport event – including distribution of media rights, sponsorship, media production and event operations. As a key player in winter sport, football and other summer sports, Infront enjoys long-lasting partnerships with 120 rights-holders and hundreds of sponsors and media companies. With an experienced and passionate team of 500 staff in over 20 offices across 10 countries, the Group helps to annually deliver more than 2,300 event days of top class sport around the world.
For further information, please contact:
Jörg Polzer / Nike Möhle
Corporate Communications
Infront Sports & Media AG
Tel. +41-41-723 15 15
Fax +41-41-723 15 16
press infrontsports.com
www.infrontsports.com
Gabriela Buchs
Team Project Leader
Art on Ice Production AG
Tel. +41 44 315 40 20
Fax. +41 44 315 40 29
Gabriela.buchs carre.ch
www.artonice.com
