M.XPO.2151 - Dubai Expo 2020
MLA showcases Australian red meat through international expos.
| Project start date: | 01 July 2020 |
| Project end date: | 30 June 2025 |
| Publication date: | 03 May 2024 |
| Project status: | Completed |
| Livestock species: | Grain-fed Cattle, Grass-fed Cattle, Sheep, Goat, Lamb |
| Relevant regions: | International |
Summary
This project supported MLA's sponsorship of Expo 2020 in Dubai through external side events, delegation support and material development costs that were delivered over the 6-month period. This included branding of key events and showcased Australian beef and Lamb on menu at all delegations, while True Aussie Beef and Lamb was showcased at the Aussie bar utilising Australian red meat products.
Objectives
- Raise awareness of Australian red meat.
- Network with exporters and importers.
- Support trade agreements.
Key findings
More than 1.6 million people visited the pavilion in-person, with an additional 30 million virtual visits, making Australia the most visited pavilion virtually. We also welcomed more than 17,000 participants at sporting events and activities at Aussie Park.
In support of business and trade growth, the pavilion hosted 7,000 business guests and more than 450 VIPs and dignitaries from across the globe. Close to 30 trade agreements were signed, while $200 million (AUD) worth of contracts were awarded to Australian companies as part of building and operating Expo 2020 Dubai.
Across the six months of Expo 2020, we achieved outstanding media results, including mentions in more than 1,100 online, print and broadcast stories, with a total AVE (Advertising Value Equivalent) of $53 million (AUD).
The Australian Pavilion appeared regularly on media’s BEST lists including:
• Most instagrammable
• Most family friendly
• Best bar
• Best entertainment.
We also featured weekly on leading radio networks including ARN’s Dubai Eye and Virgin Radio. Our strong media relations provided an opportunity to have Australian Pavilion guests appear on a regular basis on the dedicated Expo TV lifestyle program which was also live streamed, featured on Dubai One TV and on Expo TV.
Benefits to industry
Putting Australian red meat on the global stage and encouraging sales.
MLA action
Completed
More information
| Project manager: | Sam Gill |
| Contact email: | reports@mla.com.au |
| Primary researcher: | MCS TESTING |
