Icon supports media launch of Australia's bold World Expo pavilion in Dubai

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Australia pavilion Dubai expo 2020
The countdown to the world’s largest trade and cultural event has begun with the official media launch of Australia’s spectacular pavilion and Expo theme – Blue Sky Dreaming – on the site of Expo 2020 Dubai.

Icon Reputation and our United Arab Emirates (UAE) alliance partner, Acorn Strategy, are delighted to have led the media launch of the highly anticipated Australian Pavilion at Expo 2020 Dubai, the world’s largest trade and cultural event designed to convene the global community to create solutions for a better future.

We are working alongside the Australian Government’s Department of Foreign Affairs and Trade (DFAT) to manage the marketing and communications for Australia’s involvement in Expo 2020 Dubai. With 191 nations participating, the Expo is the first to be held in the Middle East and the biggest World Expo to date.

From 1 October 2021 until 31 March 2022, the pavilion will showcase key trade, economic, export and education opportunities. A six-month program of events, workshops and performances will be hosted at the pavilion to celebrate the nation’s unique natural and cultural attractions.

This week’s media launch was an unqualified success, with more than 60 media representatives in attendance from top-tier outlets including CNN International, Dubai TV, The National and Gulf News.

Icon Reputation Managing Director, Joanne Painter, said, “We are thrilled to be working with our partner Acorn Strategy and our amazing clients at DFAT on such a monumental event.”

“Expo 2020 Dubai will significantly benefit the Australian community, particularly as our nation recovers economically and socially from a challenging period of time.”

“We look forward to continuing our work with global and regional media throughout the six months of Expo, as well as key stakeholders, to ensure Australia’s involvement in Expo 2020 Dubai is given the recognition it deserves, both at home and abroad.”

At the media launch, the pavilion’s friendly mascots, Wattle the koala and Jali (meaning tree in Indigenous Bundjalung language) the butterfly, greeted guests on arrival before they were taken on an exclusive tour of the Australian Pavilion visitor experience.

Guests were among the first to experience the three incredible immersive exhibition spaces within the pavilion, before being served a bespoke tasting menu of Australian delicacies, developed by the pavilion’s onsite chefs.

Media launch speakers included Justin McGowan, Australia’s Commissioner General of Expo 2020 Dubai, Mounir Sankary of the Australian Trade and Investment Commission and Clare Cooney of DFAT.

Mr McGowan said Expo represents an exciting opportunity for Australia to play a leading role at what is being referred to as the ‘global business Olympics’.

“Expo 2020 Dubai is an unmissable opportunity for Australia to build on existing relationships and identify new trade and investment opportunities. Global collaboration is integral to the world’s economic and social recovery. With more than 190 nations participating, Expo 2020 Dubai offers a gateway not only to the Middle East but to the whole world.

“With approximately 15,000 Australians living here, and 250 of our companies operating here, the UAE is one of Australia's most important and long-standing trade and investment partners with annual trade links valued at A$ 9.8 billion per year,” Mr McGowan said.

Icon Reputation and Acorn Strategy have been working with DFAT on the Expo account for over two years, developing a suite of messaging and communications that strategically position Australia as the ‘place of choice’ for business, investment, education and economic opportunities. Our integrated program covers end-to-end communications, branding and marketing, starting with the Australian Pavilion identity and logo through to the website, media relations, video and collateral.

To find out how Icon Reputation can help your communications strategy, contact us today.


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