Managing all digital services and PR for PromPeru at Expo 2020 Dubai, Dragon Trail ensured that Peru’s Expo pavilion reached a global audience of millions across the MENA region, Asia, Europe, North and South America. Our work helped PromPeru to win a prestigious award, and achieve media recognition with more than 1,100 articles in English and Arabic. The project once again demonstrates what Dragon Trail International can do to work with clients on a global scale, expanding beyond our well known expertise in the China market.
Highlights of our work with PromPeru at Expo 2020 Dubai include:
– 1 million+ impressions and more than 12k followers across Facebook, Instagram, Twitter, LinkedIn, and YouTube
– Exhibitor Magazine’s World Expo Award – People’s Choice Award
– 1,100+ media articles
– 9.7k+ website users in six months
– 1.5+ million pavilion visitors
Expo 2020 Dubai ran from 1 October 2021 to 31 March 2022, and Peru was one of 192 countries that built pavilions for the event. Covered in traditional woven textiles, Peru’s pavilion introduced visitors to the country’s history, culture and resources. With special exhibitions, live performances by top Peruvian musicians, and a dedicated restaurant and bar, the pavilion brought many sides of Peru’s rich heritage to an audience in Dubai.
The goals of Dragon Trail’s work with PromPeru were to promote the country’s presence at Expo 2020 Dubai on a global scale, with a special focus on the UAE. This included media visits and interviews with Gulf News, Khaleej Times and others; tri-lingual social media coverage in English, Arabic, and Spanish; and three giveaways aimed at a local audience to increase engagement and reach. At the end of the six months, the pavilion had received more than 1.5 million visitors.
Our full-service digital marketing included launching and maintaining the website peruexpodubai.com, building a mobile app, and establishing profiles on five different social media. For these channels, we created infographics, grids, reels, stories, and live streams, and maintained interaction with our online audience. We also used social media promotion to secure Peru’s pavilion the People’s Choice Award at Exhibitor’s Magazine’s World Expo Awards.
Highlights from PromPeru’s Expo 2020 Instagram account, run by Dragon Trail
A physical presence in Dubai allowed us to run 21 live streams across Facebook and Instagram, film a virtual tour, and create fresh, original content on events and exhibitions hosted at the pavilion.
To spread the word further, we worked with nine influencers in the MENA region to promote the pavilion. With follower numbers ranging from 44.6k to 969k, the influencers reached a fan base of over 1.5 million, with nearly 100 Instagram posts and stories.
Influencer coverage on Instagram for PromPeru at Expo 2020 Dubai
Complementing the Pavilion’s event program digitally for a global audience, Dragon Trail hosted four webinars, including a virtual tour of the pavilion, and seminars on Peru’s exports, investments, and gastronomy. We also established a newsletter database, with mailings in English and Spanish to subscribers on four continents.