marcoRecorder

Disruptiveness matters

My personal award for Best Communication at Expo 2015 Milano goes to the Russian Pavilion

Why? Three words:

  • Innovation
  • Creativity
  • Engagement

The communication team of the Russian pavilion is doing an outstanding job in promoting their activities, their brand and encourage people to visit them. Considering their followership and their visitors’ count, I guess their communication is totally working. Apart from the simple investment in communication outreach, their efforts in branding their presence at Expo displays some pretty unique features that definetely make them stand out from the crowd. This happens in an enviroment where already thousands of very capable communication professionals have gathered. Ergo, I take my hat off in front of this team’s terrific effort and results.

Innovation

Being innovative means being either unique or the first to do something. The Russian pavilion have done that with Russia Expo 2015 TV. which is a pretty awesome and effective idea. Often conducted by Masha, their TV is very interactive. It is not just broadcasting the activities of the pavilion but it engages with visitors, guests, VIPs and, most importantly with many other Expo stakeholders (Expo organizers, other pavilions and partners). This product does requires a bit of effort, a dedicated audiovisual expert… and a lot of personal touch but overall it is an absolutely great channel and the return on investment is pretty interesting. Keep it up!

Creativity

The quality of their images is always great and artistic. I think they have the best Instagram account at Expo… (after the one of the European Union pavilion :)))))))) Their photographer is absolutely outstanding both at getting natural reactions and poses from the visitors but also in creating more arty and appealing images of their pavilion…and especially their cute and beautiful mascotte Mishka

Mishka_Expo_Russia

 

Engagement

Always “sul pezzo” no matter what. You tag them – they react. You mention them – they react. You think of them – they think you back 🙂 This way of working on community management takes great dedication, but this seems not to have discouraged their super engaging, fun and informal attitude. For me, they are the best comms team and it’s beautiful to see it’s a team of only women. ExpoRussia2015_InstagramA true example of women in management. Keep up the good work! Apart from their digital work, their communication staff organizes lots of networking event in their beautiful terrace, which certainly help bridging digital with traditional networking activities.

 

There are three more months to go and three more months to do amazing things!

ExpoRussia2015_Instagram_engagement

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2 thoughts on “#MyExpo2015 awards – Best Communication

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