'Welcome the Future' campaign to woo 25m visitors to Expo 2020

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Welcome the Future campaign  to woo 25m visitors to Expo 2020

Dubai - The new campaign has been designed to inspire the world to visit Expo 2020.


Issac John

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Published: Fri 29 Mar 2019, 9:05 PM

Last updated: Fri 29 Mar 2019, 10:51 PM

Expo 2020 Dubai unveiled its latest global marketing campaign - 'Welcome the Future' - as it gets ready to host 25 million visitors in six months starting on October 20, 2020.
The new campaign, the first on a global scale, has been designed to inspire the world to visit Expo 2020 and 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 said in a statement.
The video-led campaign, building on Expo 2020's theme 'Connecting Minds, Creating the Future', amplifies the message that everyone on the planet has a contribution to make. It 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.
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.
At the World Expo, 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. Sanjive Khosla, Deputy Chief Visitor Experience Officer, Expo 2020 Dubai, said the 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," said Khosla.
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.
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 two sqkm gated area. It is located adjacent to Al Maktoum International Airport in Dubai South. With 81 weeks and four days left until Expo 2020 Dubai, over supply of projects in Dubai is a thing of the past now, according to major players of the industry that participated at the Dubai Property Festival.
Citing government's initiatives like 100 per cent foreign ownership and 10-year visa as the key drivers, the exhibitors remained optimistic about the future of the realty sector in the region.
Farhad Azizi, chief executive officer, Azizi Developments, said Dubai's real estate sector is witnessing a surge with Expo 2020 being around the corner.
"DPF is a valuable platform that gives attendees the opportunity to familiarise themselves with our speedily-progressing projects to capitalise on exceptional deals. In line with our Year of Construction, which we dedicate to our rapid progression in construction and delivery, we are offering exclusive IPS pricing on developments that will be completed in 2019."
- issacjohn@khaleejtimes.com

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