Expo2020: Virtual Expo

Racha Semaan Malek Morjan, Meera Bala Salman Plasterwala, Afaf Zehar Saleh Agha

Expo2020, a travel brand, launched a global campaign to shift perceptions, drive interest across international leisure markets that were slower to return to travel, and create excitement for a virtual Expo2020.

Campaign details

Brand: Expo 2020 Brand owner: Expo 2020 Entrant company: Optimum Media DirectionIdea creation: OMD Dubai Market: Global Sector: Destinations and locations Media channels: Online video, Livestreaming Budget: 3 - 5 million

Executive summary

The global pandemic caused a significant decline in travel confidence. People’s uncertainty around travelling for pleasure left the postponed Dubai Expo2020 with a huge challenge of how to convert interest and excitement into conversion and engagement.

We turned this challenge into an opportunity by targeting those who...

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