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.
Looking to entice a more progressive audience into the Coopers family, Australia’s largest independent brewery has released a limited edition Hazy IPA. The product has launched via a national OOH and digital campaign in collaboration with Melbourne creative agency, TABOO. TABOO is behind the exciting new illustrative can design, inspired by the Australian landscape. The […]
Ben & Jerry’s has unveiled their latest limited-edition flavour: Unfudge our Future, to urge Australia’s leaders to tackle climate change by making fossil fuels history. The launch aligns with the Federal Government’s preparation of a history-making economic reboot in the upcoming October Budget, with Ben & Jerry’s joining forces with 350.org Australia and the Climate […]
BRITA Australia is today proud to reveal its latest national campaign, ‘Get Your Jugs Out’, starring Australian comedian, Celeste Barber. The quirky campaign encourages Australians to make the switch from bottled water to great tasting filtered tap water, using a BRITA filter jug at home, with the creative brought to life with Celeste’s cheeky, yet relatable sense of humour.
Twitter is saying ‘bye to the reply guys’, allowing users to control who can reply to their Tweets. ‘Reply guys’ have long been an issue on the social media app, where users (often anonymous) frequently comment on posts in an annoying, condescending or otherwise unsolicited manner. Twitter first put these users on notice in May […]
The Virtual Conference Network, an Australian-founded disruptive alternative to video conferencing, has today launched to provide risk mitigation, improved flexibility, new post-event revenue streams, and optimal cost-effectiveness to conference organisers, business leaders and peak bodies. With over 20 years of first-hand experience with the high-risk and costly ways of delivering traditional conferences, co-founders Alex Paine […]
Medallia has appointed Heather Paterson as its new ANZ country manager to drive further growth across Australia and New Zealand. With a strong sales performance and leadership background, Paterson joins Medallia as ANZ country manager following more than seven years with leading SaaS financial technology provider, Intralinks, where she was most recently director for Asia […]
Integral Ad Science (IAS) today announced the launch of “Channel Science”, an industry-leading partnership between Channel Factory and IAS. The Channel Science solution helps advertisers to leverage both companies’ technologies through a single product to ensure their YouTube campaigns are brand-safe, brand-suitable, and performance-optimized. More than ever before, advertisers are searching for ways to streamline their media buying and improve […]