Putting a Tourism Brand on a Global Stage at Expo 2020 Dubai

Project Specifics
  • PromPeru

  • PR
  • 2021-2022

The Situation

As one of 192 countries with a pavilion at Expo 2020 Dubai (October 2021-March 2022), Peru used this global event to showcase its history, culture and resources. Tourism board PromPeru hired Dragon Trail to manage all digital services and PR, with the goal of promoting the country’s presence at Expo 2020 Dubai on a global scale – and with a special focus on the UAE.

The Results

– 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

Our Work

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.

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 – including media visits and interviews with Gulf News, Khaleej Times and others.

Our full-service digital marketing included launching and maintaining the website peruexpodubai.com, building a mobile app, and establishing profiles and running tri-lingual coverage 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.

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