Chinese advertising guru hypes to the max his art exhibition at Shanghai’s prestigious Long Museum

Ye Maozhong is notorious for the aggressive way he promotes clients’ brands, and he is using the same strategy to publicise his art exhibition at Long Museum

Billboards, hotel video screens, 9,000 taxis, lifts, 500,000 business class plane tickets and a bakery’s takeaway bags display Ye’s image

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Billboards at Beijing Capital International Airport promote Chinese advertising guru Ye Maozhong’s upcoming art show at Long Museum in Shanghai.

Published: 5:45pm, 1 Oct 2020Updated: 6:35pm, 1 Oct 2020

Chinese advertising guru Ye Maozhong, notorious for his in-your-face approach to promoting brands, is using every conceivable platform to advertise his own art exhibition in Shanghai.

The businessman behind the multimillion-yuan campaigns for Zhihu, a question-and-answer website like Quora, and travel company Mafengwo during soccer’s 2018 World Cup, is an art collector and an artist in his spare time.

For his upcoming exhibition at Long Museum, a private museum owned by billionaire Liu Yiqian, China’s most high-profile art collector, more than 6,000 hotels in China are broadcasting adverts for the show on screens in their reception areas.

Over 500 lifts in Shanghai are running the adverts all day long. Nine thousand taxis in Shanghai carry ads for the show. Ye has also advertised it on outdoor billboards, in magazines, and on digital billboards at airports and railway stations.

A digital billboard at Beijing Capital International Airport promotes Ye Maozhong’s Shanghai art exhibition.

And, lest anyone should miss such blanket advertising, Ye also bought space to promote the show on 500,000 business-class airline boarding passes and on takeaway bags for roasted bread from famous Shanghai snack brand A Gan Guo Kui.

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