Scotland at Expo 2020 Dubai: evaluation report

An evaluation report detailing the work undertaken in developing and delivering Scotland's programme of activity and engagement at the EXPO 2020 Dubai between October 2021 and March 2022, highlighting outcomes achieved and recommendations to support participation at future World Expo events.

Section 8: Marketing, Comms, Social Media

Overall Scotland enjoyed significant global media coverage as a result of our presence at EXPO 2020 Dubai. A short summary of the highlights is provided here with more detailed analysis of this activity provided in Annex D.

International PR promoting Scotland's presence at EXPO 2020 Dubai was provided by in-market PR agency Four Communications. Media coverage included consistent newsworthy stories and profiling of leading experts and influential voices linked to the Activation theme programmes. Photo and video content from each Activation event helped to create and support Expo related social media content with the new Scotland brand marque, being deployed for all of Scotland's events post St Andrews in November 2021.

In total, there were 95 media articles achieved throughout Scotland's time at Expo with 2.8 million online coverage views. The aggregated 'potential' reach of all international coverage, including monthly audience figures from print and broadcast titles was 1.8 billion.

Social Media Activity

The Scotland programme was promoted through Social media channels – LinkedIn, Facebook and Twitter with over 250 posts across all channels - the greatest engagement across channels for content relating to the Space Day Activation with Space content was also the most shared across all three channels.

SDI Website

To support the Scotland presence four new dedicated landing pages and eight EventBrite pages were created on SDI's website with a linked EXPO 2020 DUBAI panel added to SDI's UAE office pages.



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