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Inspiring the world to imagine Northern Ireland’s greatness

The Challenge

After a Covid-induced hiatus, Expo 2020 took place in Dubai between October 2021 and March 2022, showcasing the best the world has to offer. Northern Ireland took over the United Kingdom pavilion for one day, the centrepiece of a months-long programme of events across the Middle East to promote our country’s leading economic sectors such as technology, education, and materials handling.

We worked with AV Browne and the ultimate client, Invest Northern Ireland—the regional development agency—to celebrate the creativity and ingenuity our people and businesses bring to everything they do. The result was an experience that inspired our guests to see Northern Ireland as a place where anything is possible, under the strapline The Imagine Nation.

“This mega event raised the profile of Northern Ireland and inspired visitors to learn more about the region. It was a great way for people to experience our world-renowned welcome, energy, and creativity.”

Mel Chittock, interim CEO, Invest NI

“I am confident that our presence at Expo 2020 will deepen Northern Ireland’s special connection with the Middle East and beyond.”

Gordon Lyons, NI Minister for the Economy

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