In order to hold an expo, a city must win the election held in BIE (Bureau of International Exhibitions) Headquarters in Paris – the organization which grants expo rights to world cities since 1928. Aware of the huge potential of these organizations major cities of the world are in competition for obtaining the rights to hold the next EXPO in their own premises.
BIE divides expo organizations in two categories; first are the World Expos –or World’s Fairs- which are organized in every five years and stays erect for six months. EXPO Shanghai in 2010 was a World Expo. In the second category are International Expos, which are smaller events organized between two world expos. At the moment there is one international expo which will be held in South Korean city Yeosu in 2012. There is also another planned event in 2017 for which Kazakhstan city Almaty and Belgian city Liege are competing. Next World Expo, EXPO 2015 will be held in Milan.
Below cities are competing for EXPO 2020 organization with the following themes:
- Izmir (Turkey) – New Routes for a Better World / Health for All
- Sao Paulo (Brazil) – Strength of diversity, harmony for growth
- Yekaterinburg (Russia) – Global mind: uniting all humanity in a single conversation
- Ayutthaya (Thailand) – Redefine globalization: balanced life, sustainable living
- Dubai (United Arab Emirates) – Connecting minds, creating the future
Turkish city Izmir which is one of the competitors is currently seeking for a global advertising or public relations agency to manage the promotion of its EXPO 2020 candidacy. Izmir gives special importance to obtaining an expo organization, an event which will allow the city to wriggle itself out of the shadow of Istanbul –Turkey’s mega city and commercial capital. Expo is a hot topic in Izmir since 2000 however the city was not successful in obtaining the rights to hold the event up to this day. Turkish government is also backing the efforts of city for this project. Last race for EXPO 2015, which Izmir lost to Milan, saw Turkish president making a presentation in BIE Office Building in Paris.
EXPO 2020 Izmir Execution Committee has announced that it will make a tender for the acquisition of advertising and promotion services for its campaign on February 29th, 2012. Tender document’s detailed and comprehensive approach reveals that defeat for EXPO 2015 race has only sharpened the city’s ambition to organize a World Expo. City’s marketing budget will no doubt reflect authorities’ ambition to seize the event.
Much is expected from the advertising agency. The agency will be responsible for everything from designing mugs to managing social media campaigns. However, the real challenge will be to make a killer presentation that will win the votes of BIE delegates in Paris. All the multi-million dollar promotion campaign is mere collateral to gain this result.
Izmir already made a presentation to BIE in June 2012. The city has to present its case four more times until the decision date on November 2013.
You can visit this link to examine the interesting bits of the tender document such as list of jobs expected from the agency, Committee’s evaluation criteria for the applicants and financial requirements.
Full set of tender documents can be seen visiting this link.
I would like to use this opportunity to offer my assistance to global advertising agencies that wish to apply for this tender but do not have an office in Turkey. As an event marketer it is no surprise that I am also interested to participate in this project and would be more than happy to work with an advertisement agency meeting the requirements specified in the tender document.
Interested parties may mail a message to me at: kaansekerciler@gmail.com or through my LinkedIn profile.
We are leading exhibition stand designers and builders based in Oman. We are involved in designing the exhibition booth and marketing display stalls for running trade fairs, marketing campaigns, promotional events, presentations in various oman trade fairs.
YanıtlaSilexhibition stand builders