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UK at the World Expo in Dubai

Championing UK business and trade at the largest event to ever take place in the Middle East.

Throughout the UK’s participation in Expo 2020 Dubai, we managed an integrated communications campaign to promote UK culture, trade and policy priorities on behalf of Department for International Trade. Under the theme ‘Innovating for a Shared Future’ we celebrated solutions to global challenges and presented the UK as a great place to visit, study and do business.

Speed worked with sister agency Bray Leino Events to deliver communications strategy, media relations, video, podcast and social media assets across the six-month event. Highlights included a visit from Prince William for UK National Day and a series of high-profile hybrid events with partners including British Fashion Council, De Montfort University, HSBC and Rolls Royce.

The Results

Our media campaign resulted in 681 pieces of international and UK media coverage with 19.69bn+ total opportunities to see worldwide. The UK Pavilion received over 1.1m visits with visitors making 364,000 word donations, resulting in more than 728,000 lines of poetry for the UK’s Collective Message. The UK’s presence at Expo 2020 Dubai is set to drive long-term economic and social benefits through trade partnerships.

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