‘Welcome the Future’: Expo 2020 Dubai invites the world to join its journey in latest brand campaign
‘If we collaborate to find solutions, then we can make the future great’ Expo 2020 invites all to support vision of secure and progressive future Campaign reflects the ‘positive and progressive spirit’ that built the UAE
DUBAI, 28 March, 2019 – Expo 2020 Dubai today unveiled its latest global marketing campaign, called ‘Welcome the Future’. Celebrating humanity’s many achievements and calling on the world to come together to create a better future, the video-led campaign is an open invitation for all to join Expo 2020 on its exciting journey, with the clear message: ‘We’re not done yet’ in making progress.
Building on Expo 2020’s theme ‘Connecting Minds, Creating the Future’, the campaign amplifies the message that everyone on the planet has a contribution to make.
Expo 2020 will transport visitors to new worlds through its immersive pavilions, including those of 190 participating countries, who will each showcase their innovations, cultures and aspirations. Millions of visitors also will experience world-class architecture such as the Sustainability Pavilion and Al Wasl Plaza, taste authentic cuisines from around the world, and enjoy more than 60 live performances a day.
Expo 2020 also will enrich and enlighten millions of people of all nationalities and ages, while being hosted in the UAE, a country that has become synonymous with innovation and an insatiable hunger for future progress by collaborating with the 200-plus nationalities that have made their home there.
Sanjive Khosla, Deputy Chief Visitor Experience Officer, Expo 2020 Dubai, said: “We’re excited to launch our first global campaign and to inspire the world to visit Expo 2020. This campaign reflects the positive and progressive spirit that has made the UAE the special hub for innovation and collaboration that the world has come to know.
“Expo 2020 Dubai continues to build on that spirit and will give millions of people from all over the world a once-in-a-lifetime opportunity to see what tomorrow will bring and to be part of creating a better future. We are inviting the world to ‘welcome the future’ while experiencing the extraordinary at the same time.”
Offering a journey of discovery through interactive exhibitions, live shows and entertainment, engaging discussions and educational forums, visitors will be challenged and inspired to become change-makers and be part of creating a sustainable future for generations to come.
The marketing campaign reflects this voyage of human discovery using compelling cinematic visuals and slam poetry narration.
Between October 20, 2020 and 10 April, 2021, Expo 2020 Dubai expects to record 25 million visits, with 70 per cent of visitors to come from outside the UAE – the highest proportion of international visitors in the 168-year history of World Expos. There will be more than 200 international participants, including 190 nations, businesses, non-government organisations and educational institutions.
For more information, visit https://www.expo2020dubai.com/en/campaigns/in/Welcome-the-future.
About Expo 2020 Dubai
Expo 2020 Dubai is guided by the belief that innovation and progress are the result of people and ideas combining in new ways. For six months from 20 October, 2020, Expo will bring together 190 countries and millions of people to celebrate human ingenuity: ‘Connecting Minds, Creating the Future’.
During the six months from 20 October, 2020 to 10 April, 2021, we expect to welcome 25 million visits
About 70 per cent of all visitors are anticipated to come from outside the UAE – the largest proportion of international visitors in Expo history
We aim to create and deliver an inclusive and global Expo with more than 200 participants, including nations, multilateral organisations, businesses and educational institutions
Expo 2020 also has an ambitious volunteer programme, which aims to include more than 30,000 volunteers from a wide range of ages, nationalities, cultures and backgrounds
The Expo site covers a total of 4.38 sqkm, including a 2 sqkm gated area. It is located adjacent to Al Maktoum International Airport in Dubai South
Expo 2020 Dubai is the first World Expo to take place in the MEASA (Middle East, Africa and South Asia) region
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About World Expos
In 1851 the Crystal Palace was the centrepiece of London’s Great Exhibition – the first World Expo. It celebrated the man-made industrial wonders of a rapidly changing world. Architecture, contents and a theme, ‘Industry of All Nations’, were combined to create a big idea of nations meeting nations in shared technological and commercial progress. In more recent years, participants in World Expos, including governments, international organisations and companies, have gathered to find solutions to universal challenges and to promote their achievements, products, ideas, innovations, their national brand, and their nations as destinations for tourism, trade and investment.
World Expos are held under the auspices of the Bureau International des Expositions (BIE), the intergovernmental organisation responsible for overseeing and regulating international exhibitions (‘Expos’) and for fostering their core values of Education, Innovation and Cooperation. Today, four types of Expos are organised under the BIE’s auspices: World Expos, Specialised Expos, Horticultural Expos and the Triennale di Milano.