El Salvador Pavilion
Expo 2020 Dubai
Starting from Scratch
Objective
To introduce El Salvador as a new player in the international tourism, investment, and development market, highlighting its transformation and ambition for the future.
Idea
We made a strategic decision: not explain El Salvador, but to bring it to the Expo.
In an environment where 192 countries competed for six months for the attention of millions of visitors, we turned the pavilion into a real experience, alive and contemporary of the country. We trusted Salvadorans themselves to tell their story and created an immersive space where culture, innovation, and local talent coexisted.
From a surfer-style coffee shop serving Salvadoran coffee to the only radio station at the entire Expo, the pavilion stopped being a stand and became a country experience.
Instead of showcasing El Salvador at the Expo,
we brought a piece of El Salvador to Dubai.
Highlight
Starting from Scratch was more than a concept. It represented a country’s determination to start anew using its own capabilities.
The pavilion gave visibility to local projects, products, and stories, supporting emerging economies and reinforcing a narrative of real progress. An honest way to show the world an El Salvador that is moving forward, placing people and sustainable development at the centre.
Diffusion
We activated an integrated strategy combining outdoor and digital campaigns in Dubai with a continuous program of actions, events, and gatherings throughout the six months of the Expo.
The pavilion became a key reference point, amplified by media coverage, social media, and word of mouth from visitors themselves.
We also mirrored this effort back home, keeping Salvadorans informed about everything happening at the Expo through a daily 30-minute radio broadcast on a national station.
Impact
The El Salvador Pavilion exceeded expected attendance by 20% and became one of the most active spaces at the World Expo among the 192 participating countries.
It was recognized with the award for Best Assisted Pavilion in Mobility and achieved high international visibility through media, social platforms, and visitor recommendations.
Beyond the numbers, the project positioned El Salvador as a modern, open country with a strong ambition for the future at a key moment of transformation.
Alcance del proyecto
STRATEGY
Positioning strategy
Concept definition
Content and activity programming
CREATIVITY
Strategic conceptualization
Pavilion creative concept
Graphic and digital development
Spatial design and experiential narrative
Design of all materials
PRODUCTION
Creation of an immersive space
360º experiential video
Production of events and micro-events
MEDIA
Outdoor and digital campaign
Pavilion activation and amplification
More than a pavilion,
a country experience.