Expo 2020 Dubai was an incredible, unforgettable experience. That emotional connection is helping drive the success of its legacy, Expo City Dubai. But ensuring the success of a six-month event and defining, positioning and launching an entirely new city are two very different propositions from a marketing perspective.
At Expo 2020 Dubai, time was our biggest enemy to meeting the ambitious visitation targets. We constantly broke conventional marketing and media rules, and were never afraid to change tack in a heartbeat if our marketing performance metrics guided us to do so.
In the end, we succeeded in attracting a staggering 24.1 million visits – equating to an average of more than 130,0
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