Department of Foreign Affairs & Trade: Blue sky dreaming – Australia’s Expo 2020 Dubai

The Department of Foreign Affairs and Trade (DFAT), part of the Australian government, launched a campaign to position Australia as a great place to visit, trade, invest and study.

The brief

In 2018, Icon Agency was engaged by the Australian Department of Foreign Affairs and Trade (DFAT) to manage its participation in Expo 2020 Dubai.1 The project was undertaken in partnership with a local agency based in the United Arab Emirates (UAE), Acorn Strategy.

Icon was tasked with positioning Australia as a great place to visit, trade, invest and study.

At the centre of Icon's brief was the Australian Pavilion: a creative communications lynchpin for launching events and collateral to connect Australian industry with global investment and trade. The pavilion also catalysed authentic stories and cultural exchange to...

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