#BEYOND

An integrated communication strategy for Expo 2020 Dubai: Press Office, Media Relations, Events, Social media, Content Production.

THE CONTEXT

Road to Expo 2020 Dubai

Bracco, a leading life sciences multinational company and Gold Sponsor of the Italian Pavilion at Expo 2020 Dubai, has chosen The Ad Store to lead and coordinate all the international communication activities with which the brand will preside over the rich schedule of events in Italy and Dubai, together with the Bracco Foundation and several partners, such as the national life sciences cluster ALISEI and agri-food cluster CLAN.

THE COMMUNICATION PLAN

Awareness, Brand Positioning, Media Engagement

With the coordination of the Italian team and thanks to our agency in UAE, The Ad Store is supporting Bracco with PR activities, management of offline and online events, content creation and social media efforts during the run-up to Expo 2020 Dubai and throughout the exhibition semester. How? Through an integrated communication plan aiming at bringing out the future-driven essence and values of a brand whose primary mission is innovating and improving lives.

THE CONCEPT

#Beyond

The strategic and operational plan developed by the agency involves a series of tasks, from the creation of a docufilm - #BeyondTheScenes - to the management of webinars and events, from multilingual social media coverage to the promotion of initiatives addressing young people, culture and women in line with the brand's CSR activities. The plan is based on a topical storytelling centered around research and the importance, in this historical time more than ever, of investing in life sciences. The core of the plan is summarised under the concept “#Beyond”, with which Bracco invites their audience to look beyond, taking new perspectives, joining forces to bring out the best in us in order to tackle the great challenges of the present and the future.