BBDO Guerrero has won the bid to develop the multi-media marketing communications for the Philippines participation in the Expo 2020 Dubai, this October.
The agency is tasked to project the country as a highly connected global nation.
BBDO Guerrero will also inform, persuade, and motivate global audiences to visit the Philippine Pavilion at the Expo – dubbed the bangkóta – for the full experience of design, art, and culture, combined with shopping and tasting authentic Filipino food.
Partnering with PR firm FleishmanHillard, the agency is also tasked to build and maintain DTI’s relationships with primary stakeholders in UAE and Manila.
The Philippine participation in Expo 2020 Dubai is led by the Philippine Department of Trade and Industry under the leadership of Secretary Ramon Lopez, with the guidance of Philippine Ambassador to the UAE Hjayceelyn Quintana and Consul General Paul Cortez, including the support from member agencies comprising the Philippine Organizing Committee.
The bangkóta, inspired by the ancient Filipino word for coral reef, is designed by the architecture firm Budji+Royal Architecture+Design, with the exhibition content being developed and curated by Marian Pastor-Roces.
DTI Assistant Secretary for the Trade Promotions Group and PH Expo 2020 Dubai, Alternate Commissioner General Rosvi C. Gaetos said, “We are happy to have BBDO Guerrero and Fleishman Hillard as part of the Philippine team that will ensure a successful participation in the Expo. This gives us confidence as we promote our business interest in this region and aim to achieve our trade, tourism and investment objectives”.
BBDO Guerrero Creative Chairman, David Guerrero shares, “It is our privilege to be involved in this country-branding campaign that positions the Philippines as a global force, through the strength of its people that are highly connected, creative, and compassionate”.