Evolving EXPO 2020 From an Event to a Place With Purpose.
Who didn’t love EXPO 2020? An event that connected minds, filled us with hope and inspired us to all think
about creating a better future.
What it achieved was beyond expectations with over 24 million visitors in a 6-month period. But as the
fireworks died out, the music stopped and the gates closed the big question was what role would it play?
But as the fireworks died out, the music stopped and the gates closed the big question was what role would it
play?
Post event and eager to build on what had been achieved, the Dubai Government set out to shift EXPO
2020’s role from an event to a place – a place with a new purpose, building on the past and supporting the
positioning of the UAE on the world stage.
Our role was to reframe the brand’s meaning, help tell its new story and ultimately become a place that
would not only help shape the UAE, but humanity.
Awards
Transform Awards 2022
- Gold > Technology, media and telecommunications
- Silver > Best brand evolution
- Silver > Best rebrand of a digital property
- Bronze > Best use of audio branding
- Bronze > Best brand development project to reflect changed mission, values or positioning
Testimonial
“We were able to reach Akhbar Al Aan’s brand purpose which is “To spread hope and optimism throughout the Arab world story by story” with expertise and direction from Bellwether, Akhbar Al Aan is the brand for “now” vibrant cool engaged and optimistic.”
Solange El Rassi
Head of PR & Corporate Communications
Al Aan TV