Icon dreamed big for world expo in Dubai

Australian pavilion at Expo2020 Dubai

Australia’s participation in the latest world expo was bolstered by the successful marketing and communications executed by Icon Agency in partnership with Acorn Strategy.

Despite the challenges of promoting a global event during the pandemic, the PR results were outstanding and reached more than three billion people in the UAE and beyond.

Spanning concept ideation to implementation and evaluation, we supported the branding, strategy, public relations, website and social media.

With the planning stages commencing in late-2018, the expo recently wrapped in March 2022 after a postponement due to COVID-19. The Australian Pavilion welcomed 1.6 million visitors through its doors over an action-packed six months.

During this time, the marcomms positioned Australia as a place to do business, invest, study and visit, thanks to widespread media coverage and online exposure.

Underpinned by the theme, Blue Sky Dreaming, the brand and messaging brought the pavilion to life.

Highlights included:
100% of UAE top-tier media outlets featured the Australian Pavilion
100% of earned coverage was positive in sentiment
3.9 billion reach through print and online media coverage, costing $0.0003 AUD per reach
13 million social media impressions
1.6 million visitors to the pavilion and 30 million virtual visits

The campaign also won Gold in the Integrated Marketing category at the 2022 PRawards Asia Awards.

Find out more in the video below and hear from Icon Reputation’s Account Director, Amanda Cirillo.

Icon Agency at Expo2020

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