EXPO 2015-WORLD FAIR:
THE USA PARTICIPATION
Milan, February 2014
1
Expo Milano 2015 – WORLD FAIR: a place where the world meets
Expo 2015 will be the largest global and universal exhibition held in Milan from May 1st to October 31st,
2015. It will represent 141 countries and is expected to attract 20-30 million visitors from all over the
world, thus providing its participants with a unique opportunity to connect with a broad international
audience of businesses, consumers, public institutions and governments during the same event.
This time, Expo will address one of the most pressing issues of our time: how to feed the world’s growing
population in the most sustainable way? Under the slogan “Feeding the Planet, energy for Life”, Expo 2015
connects all stakeholders in the global food supply chains including their technical innovations and
contributions to progress and sustainability. Along those lines, the entire exhibition grounds are designed
as a ‘Smart City’ with green and end energy-efficient buildings, next-generation telecommunication and
Smart Contactless Payment Systems.
Expo 2015 – The USA Pavilion
The USA pavilion provides a platform for US businesses to engage with partners, suppliers, customers and
other stakeholders
US companies, known for being at the forefront of technological progress and innovation, will have the
opportunity to leverage not only the pavilion, but also Expo’s facilities to showcase their latest products
and services as well as to organize meetings with partners, suppliers and customers.
We can help create several opportunities for our USA pavilion partners, for instance:








Organize technical conferences for educational or informative purposes with potential partners,
customers or suppliers
Use VIP space integrated in the pavilion for scheduling business meetings with partners, suppliers
or customers or receiving smaller delegations of key stakeholders
Leverage the pavilion to put latest innovation and technologies on display, e.g. examples of work
in Research & Development departments
Hosting press conferences with international and specialized media presence on-site at the
pavilion or other Expo meeting facilities, e.g. for new product launches, research presentations, etc.
Organize social events with key customers or partners and leverage Expo’s wide entertainment
offering incl. dinners, restaurants, evening events, etc.
Increasing brand visibility through being featured on the food truck (see attached brochure for
details) that will promote Expo and tour through North America and Europe before arriving at the
exhibition grounds in May 2015
Run educational events with key international universities, academics, students or research labs
Engage with key European public and political institutions and regulators in light of the newly
voted parliament, commission and expected progress on the Transatlantic Trade and Investment
Partnership (TTIP) discussing several regulatory aspects of interested for a number of US companies
Partnering with the USA pavilion at Expo 2015
The American Chamber of Commerce, together with the International Culinary Center and the James Beard
Foundation was mandated by the US State Department to deliver the US participation (i.e. designing,
building, managing, and dismantling the pavilion) and also has the responsibility to establish financials
resources to realize the project. By law, the United States Government is not allowed to provide federal
funding for participating in international expositions abroad. Therefore, AmCham is currently working
closely with the US State Department, Ambassador Thorne, and the US Ambassador to Italy John R. Phillips
to secure the 45 million dollars necessary to deliver the whole project.
We are looking forward to meeting the leading US corporations interested in exploring opportunities for
involvement in the project. Please see the next page featuring some first few ideas for opening technical
tables to discuss the details of a tailored-made sponsorships.
2
WHAT’S IN IT FOR SABAN BRANDS
The USA pavilion at Expo 2015 could connect Saban Brands with a diverse international audience
interested in technology innovation
Since its inception in 1851, the world’s only universal Expo has been shaping innovation and revolutionary
technical progress by bringing the world’s largest businesses, best researchers, and most influential
politicians to one table. Expo 2015 will again facilitate an exchange of ideas, innovation and contributions
among professionals and continuing beyond the Expo in long-standing strategic alliances and collaboration
among the leading players in the field.
Expo’s focus on technological innovation provides an ideal environment for Saban Brands to develop its
business in Europe. Saban Brands could leverage Expo as a platform for generating not only European, but
global visibility for its brands, products and service among a variety of customer groups as well as various
stakeholders ranging from competitors, partners, government officials, media and press representatives to
end consumers.
The opportunity of addressing a large international audience in a European context is very compelling for
a company like Saban Brands that recently strenghten its position in the European market through offices
in London. Despite Expo being a global event, a majority of the visitors will come from Europe where Saban
Brands is developing its business and network. To support Saban Brands, the USA pavilion’s team can help
organizing connections and meetings with potential business partners or government delegations that
Saban Brands would like to be put in touch with.
As potential examples, we could imagine the following fruitful encounters generating interesting options
for Saban Brands:








Displaying brands, products and services in the USA Pavilion or Expo grounds, for example,
providing apps and games to exploit consumer/business visibility and awareness and trigger
valuable users/costumers’ feedbacks .
Becoming a content provider , especially for the apps and digital guides developed for children
tour of the pavilion.
Hosting technical conferences or roundtables, for examples with user groups and developers, to
exchange the latest trends, find partners and customers as well as engaging with the leading
European players in media, entertainment and telecommunications ‒ for example, Telecom Italia,
the integrated connectivity and service provider, and Expo 2015’s Official Global Partner, Samsung,
Expo’s Global Edutainment Partner, or Cisco, the IP Network and Solution Partner, which has
committed to invest 40 million euros in a digital smart city project at Expo 2015).
Holding press conferences with national and international media representatives visiting Expo to
look for new technologies and innovation.
Using the USA pavilion’s VIP areas, conference rooms and roof-top terrace for organizing business
meetings with customers or potential partners, hosting receptions and meeting government
delegations (USA, EU, Italy and 142 participant countries).
Joining entertainment and evening events during Expo and organizing customer meetings and
events in our nearby James Beard restaurant featuring a lounge and a fine dining area in
partnership with several well-known chefs.
Connecting with leading universities: for example, Italy’s most prominent technical university
(Milan Politecnico) along with major corporations will participate in the "Themed Tables"
organized by Milan's Camera di Commercio around the main topics addressed during Expo 2015.
Attending conferences, congresses and events organized in Milan during Expo, for example, the
Conference for the Future of Science and Technology.
3
4