UK National Day @ Expo 2020 Dubai: thousands of years of literature and innovation, science and creativity in a single day.
UK National Day @ Expo 2020 Dubai: thousands of years of literature and innovation, science and creativity in a single day.
“It’s hard to condense thousands of years of literature and innovation, science and creativity into a single space,” she said.
And she was right. It was hard. But that was our brief on UK National Day, 10 February 2022. To help the UK Government’s Department for International Trade bring the best of the UK to Expo 2020 Dubai – a mammoth 182-day international showcase of creativity and human brilliance.
This included a mind-boggling schedule of live events. A classical concert. Theatre productions. Poetry recitals. A military band. The Royal Philharmonic Orchestra. A full music festival. A keynote address from Secretary of State Nadine Doris. And more. Much more.
Ahead of the 2022 Commonwealth Games in Birmingham, we arranged a special relay around the expo site for the Commonwealth queen’s baton, carried by members of the armed forces and UK athletes like Ed Clancy OBE and Tessa Sanderson CBE, and accompanied on its way by the Coldstream Guards marching band.
And with the PR expertise of our fellow mission group agency Speed, we made sure UK National Day activity was amplified well beyond the limits of the Expo campus, securing 165 pieces of mainstream media coverage around the world.
We made it look easy. It wasn’t.