At last week’s 2016 Middle East EVENT Awards, Action Impact’s Expo 2020 work in Milan, Italy helped inspire Informa Exhibitions, the organisers of the Middle East EVENT Awards, to create a new award for 2017 – ‘Best International Event or Brand Activation’. Adrian Bell, Co-founder and Executive Director at Action Impact said; “We are extremely proud of the experience that we created for Expo 2020 Dubai, and it is an honour to be told that we have helped promote the need for a whole new category for future editions of the prestigious Middle East Event Awards.

As a company, our vision has always been to support local companies and organisations in telling their stories to their target audience, wherever they may be, and although that usually means that we work locally and regionally, we have the network and the experience to enable us to produce world-class work anywhere in the world.”

The experience that was created by the agency's UAE talent was a self-contained introduction to the 2020 Expo, situated at the heart of the UAE pavilion in Milan. It was open to all visitors to the pavilion and had three distinct target audiences: VIP government delegations, other pavilions’ commissioners, and the general attendees of the expo.

In the six months that it was open, it was seen by over one million visitors including high-level government delegations from many of the 180 countries who are considering participating in the 2020 Expo.

“We would like to think” says Adrian, “that our work will have encouraged many of those visitors to consider Dubai in their future travel plans, but more importantly, that it will have provided a suitable backdrop for the early discussions that should result in a record number of countries participating at Expo 2020 Dubai.”

Suzy Pallett, Consumer & Corporate Group Director, Informa Exhibitions said; “Our decision to create a new award for international event work emanating from the region is an exciting development and an indication of the quality of the work that the Middle East region is actively producing. We’re really looking forward to seeing next year’s entrants for 2017.”