Havas Paris has won the tender to work with the COFREX (French Exhibition Company) to enhance its influence strategy for the French Pavilion at the Expo 2020 Dubai. COFREX has jointly engaged Havas Paris and Havas Dubai to develop and implement its PR and influencer strategy to promote France’s national ambitions at this global event for two and a half years,

The first major event will be the January 2019 unveiling of the pavilion’s selected design by the COFREX for France. Several projects will follow on from this, including the launch of the “Light, Lights” (Lumière, Lumières) theme featured by the Pavilion throughout this new edition, highlighting construction milestones and finally rolling out the PR and e-PR campaigns on site in Dubai during the Expo’s six-month period.

Havas Paris and Havas Dubai are assembling a team of a dozen press relations and social media and influencers experts in both France and Dubai.

Havas Paris CEO Julien Carette says in a statement: “We are particularly proud of this new project, which will spread the word about France’s strengths at the Expo 2020, one of the most famous global events. combine all our areas of expertise – advisory, PR, influence, media, e-media and content production – to meet the French Pavilion’s deep and diverse communication topics.”