AUSTRALIAN GOVERNMENT

Australia Pavilion, Expo 2020 Dubai

OVERVIEW

Expo 2020 Dubai, a World Expo, held every five years since 1851 is the largest international event, showcasing global achievement, innovation, and collaboration. 192 countries participated, with 24 million visitors from all over the world.

The Australian Pavilion showcased the best of Australia to promote culture, values, technological and economic capabilities whilst emphasising that it is a must-visit destination for travel, study, investment, and business. The pavilion welcomed two million visitors, showcased 200 business events, 250 cultural performances, 600 sport activations, and was recognised as a ‘must see pavilion’, ‘the most Instagrammable pavilion’ and ‘most visited pavilion virtually’.

Stakeholders: Global Victoria, Trade and Investment Queensland, NSW Government, WA Government, AusTrade, Bega, Football Australia, Rugby Australia, Cricket Australia, Sport Inclusion Australia, Treasury Wine Estates, CSIRO, VAMP.

WORK

Despite the challenges of participating in an expo during a global pandemic, we successfully amplified the Australian Pavilion’s messaging to an audience reach of more than three billion, across all mediums.

Our social media strategy was centered around storytelling, highlighting Australia’s culture, innovation, and key pavilion events. We combined a mix of dynamic content types, live event coverage, behind-the-scenes footage, and influencer collaborations to engage visitors and online followers. Regularly reviewing performance metrics enabled us to fine-tune our strategy, which resulted in over 10 million impressions in six months and significant visitor engagement, both online and on-site.

11.3m

SOCIAL MEDIA IMPRESSIONS

209k

SOCIAL MEDIA ENGAGEMENT

3.9b

ONLINE + PRINT MEDIA COVERAGE REACH

$53m

EARNED MEDIA COVERAGE (AVE)

168k

WEBSITE VISITS