Dubai Expo winning bid

Creative strategy guiding the Dubai Expo bid

Supporting HRH Reem Al Hashemi UAE Minister of State for International Cooperation and the Expo bid team. I was personally commissioned from the Confidential Imagination Chairman’s Office to build a bid strategy and conceptualise and design an overarching creative strategic idea, an engagement campaign and operational masterplan for the Dubai candidate city bid for the 2020 Expo.

Developed the overall conceptual theme

Connecting Minds, Creating the future

Created a programme of extensive global engagement, building the bid. Which included the approach to branding, the Logo, communications programme. Physical masterplan and organising principles, as well as experience guidelines and post event development approach into an innovation hub for the city and the long-term legacy story.

Supporting the bid from its initial inception to the presentation in Paris and the formal address to the Bureau International des Expositions (BIE)