Render Expo 2020 Dubai
PR & communications for Expo 2020 Dubai

Department of foreign affairs and trade

Australia’s participation in the world’s largest trade and tourism expo, Expo 2020 Dubai

Australia on
the world stage

In mid-2018, Icon Agency along with our partner agency Acorn Strategy, were appointed to run Australia’s national marketing and communications for Australia’s participation in the world’s largest trade and tourism expo, Expo 2020 Dubai.

The 2.5-year contract was one of the largest PR accounts awarded by the Federal Government in 2018.

Icon’s brief was ambitious and comprehensive: to plan and implement an integrated communications and PR program that positions Australia as one of the leading pavilions in the hearts and minds of Expo visitors, organisers, media and the public.

Expo render

Connecting minds,
creating the future

Our strategy centres on a progressive build-up of activity and excitement leading to the opening of Expo in October 2020. In 2019, the focus will be on building domestic broad awareness of Australia’s involvement in Expo and supporting Expo partners (particularly state government departments and corporates) through concerted marketing and communications activities.

As Expo gets closer the focus shifts to Dubai and the Middle East, with intensive PR, digital, social media, content and events forming the backbone of an integrated, multi-channel program.

Expo render

Australia – culturally
diverse, technologically

For this exciting project, Icon’s solution to planning and implementing the PR and marketing program for Expo 2020 Dubai features extensive research and consultation (Australia and Dubai) to establish an evidence base for the strategy, alongside a detailed two-year strategic plan and a roadmap for implementation.

This is underpinned by key message and narrative development, media and issues management and website, social media and app channel build.

Expo 2020 Dubai opens October 2020.