Icon Agency & Acorn Strategy Create Alliance To Deliver Australia’s Expo 2020

Icon Agency & Acorn Strategy Create Alliance To Deliver Australia’s Expo 2020
Annabel Amann
By Annabel Amann



The Department of Foreign Affairs and Trade (DFAT) has appointed Icon Agency to lead the communications and marketing for Australia’s pavilion at Expo 2020 Dubai.

Icon will partner with UAE-headquartered Acorn Strategy on the 2.5-year account which includes global PR duties, branding, trade marketing, events, social media and digital.

The agencies will also manage day-to-day PR, marketing and communications within the pavilion during the six months of Expo from 20 October 2020 to 10 April 2021.

Icon Agency managing director Joanne Painter, said the partners were delighted and proud to be part of such a prestigious world event.

“The Australian pavilion at Expo 2020 Dubai is incredibly innovative and exciting. We look forward to working with DFAT and the many Expo partners to make Australia’s national pavilion a world leader.

“It is a great privilege to help showcase Australia to the world – and to partner with best-in-class agencies like Acorn Strategy in order to offer DFAT a truly integrated, multi-national solution,” Painter said.

According to Acorn Strategy managing director, Kate Midttun, the Icon-Acorn alliance presents a unique partnership, bringing a deep understanding of the local market and word-class technical skill in research, strategy, public relations, marketing and digital.

“Together, the Icon-Acorn alliance offers a powerhouse of communication specialists in Australia and on the ground in the UAE.

“We will be working closely with government officials and partners to deliver a strategy-led marketing solution for DFAT and Australia’s national pavilion.

“Expo 2020 Dubai is expected to attract 25 million visitors from over 180 countries, making it an extraordinary opportunity to showcase Australia’s unique culture, ingenuity and innovation.

“Our focus at Expo will be to showcase the quality of Australia’s services sector and education system, agricultural products and credentials as a secure destination for trade and two-way investment,” Midttun said.

The Expo 2020 Dubai appointment follows the launch of Icon Agency Canberra in late 2017, which has seen the firm win major digital, creative and PR projects with over 15 departments and agencies, including Defence, Veteran’s Affairs, Attorney-General’s, Health and Communications.

Meanwhile, earlier this year Acorn Strategy expanded its international marketing operation into Australia with offices in Perth, in a bid to support Australian businesses as they expand into the Middle East region.




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