The communication of the European Union pavilion at Expo 2015 Milano

Two years after the most incredible experience that the city of Milan had ever witnessed, and personally the best professional time of my life, I was asked to present some insights about the communication of the European Union pavilion at Expo Milano 2015. Exactly in a time where “communicating Europe successfully” seems a make or break topic to decide the future of the Union, I was happy to take a step back and think about what was great, and what could be improved about our efforts at this world stage event which welcomed over 21 million visitors in 184 days.

This content is drawn from the evaluation report that the European union task force produced (by an independent contractor) after the event and it will be presented at an event in Milano about the heritage of Expo in April 2017. I always welcome feedback and thoughts on everything I write, so feel free to contact me!

The communication of the European Union pavilion at Expo 2015 Milano

‘Communication impact’ can be conceptualised as the capacity of a given communication initiative to reach the target group and produce an ‘effect’ on its attitudes, beliefs and/or behaviours. This section examines the extent to which the EU succeeded in reaching the targeted audiences and whether the visitor experience contributed to improving their knowledge and perception of the EU pavilion at Expo 2015 Milano.

The EU aimed to use its presence at Expo Milano as an opportunity to communicate with EU (and non-EU) citizens showing them a friendly face of the EU and getting closer to their hearts. This differed from the more ‘formal’ and ‘institutional’ participation of the EU in past Expos and in massive communication activities in general. Therefore, the pavilion’s main attraction (visitor experience) was designed to reach all kinds of visitors, but especially families with children and young people, and involve them in an entertaining and emotional experience that talked about the EU and its food-related policies. The expected result was that people emerged from the visit with a more positive attitude towards the EU and greater awareness of its actions in the food and nutrition realm.

Most articles saw the pavilion as part of the EU’s new communication strategy; an attempt to bring a sense of closeness and unity between European institutions and citizens. At the same time, it was described as trying to raise awareness of EU policies. Moreover, the pavilion was described as different from other Expo structures, which tended to focus more on architectural design rather than depth of content. The EU pavilion’s ‘unexpected’ message of hope and cooperation, symbolised by bread and Alex and Sylvia’s story, was seen as a refreshing alternative from the ‘Europe of the bureaucrats’, a much needed reminder of the institution’s original mission and aims.

The aim of focusing on families with children and youngsters was grounded in the idea that many of the younger generations take the EU ‘for granted’ and, to some extent, are indifferent towards it. During the preparation phase, it was understood that the Expo offered a unique opportunity to communicate with this type of audiences and show them how the EU is present in their daily lives and what are the values it promotes. This approach was in line with the political guidelines for the Commission 2010-2014, where President Barroso recognised that there was a need to rekindle “a passion for Europe, a new pride and feeling of connection between the EU and its citizens”. This understanding continued under the next Presidency when Jean-Claude Juncker emphasised that trust in the European project was at a historic low and that it was critical to rebuild bridges in Europe to restore European citizens’ confidence.

The EU pavilion showed an important capacity to attract ‘spontaneous’ visitors (about two thirds of visitors) i.e. people who had not planned to visit the pavilion in advance, and this was partly due to the promotional actions by volunteers. In effect, according to the survey of visitors, almost 15% of total visitors went to the pavilion because of the work of volunteers, which were deemed by the pavilion as their key on-site ambassadors. The volunteer programme was an important topic of discussion in national and local media. The high number of applications to the programme (which doubled the number of posts available) and the interest among young people received particular attention. In fact, young people in general, and volunteers therein, were described as the true protagonists of the EU participation at Expo.

Visitors registered and recall the main messages conveyed in the EU pavilion, in particular those of ‘cooperation’ and ‘working together’. The EU pavilion also generated an interest in the EU and conveyed positive feelings about it, especially among visitors with pre-existing ‘fairly’ positive and ‘neutral’ views of the EU. But the pavilion did not necessarily provide visitors with an increased understanding of EU policies and how it realises the goals/values promoted in the pavilion (cooperation, peace, teamwork, etc.).

A central element of the EU presence at Expo Milano was the media strategy, which involved the development of the EU pavilion’s online presence (social media and website) and relations with the press. The objective of this was that the EU presence in Milan obtained high level coverage in online and traditional media and therefore reached visitors to the Expo, but also those who could not attend the exhibition. The EU pavilion had, in particular, a strong social media performance that contributed to creating a ‘buzz’ around the EU presence at the Expo, as well as develop a ‘digital food hub’ i.e. a digital community of people interested in following / discussing food policy with the EU. Throughout the duration of the Expo, the communication team was not only capable of developing this community, but also maintained a growing interest towards the EU’s social media activities.

On Facebook, the EU’s pavilion profile was not only the most followed one during the whole duration of the Expo (with even more followers than Italy and Germany, which received the award for “Best Pavilion”),but also worked as a platform to communicate on food policy by various EU institutions. The EU pavilion’s Twitter account was very successful too, reaching also the top 10 of best performing pavilions (in May and June 2015 it was the second most followed account, after the Italian pavilion one). On Instagram, the EU pavilion reached foodies and graphics’ enthusiasts and engage them in photo-based calls to action. For the communication team, this was the most successful social media platform, which reached the initial target of 2,000 followers very quickly (end-June 2015) and grew outstandingly till the end of the Expo.

Media coverage was especially high prior to the Expo opening on 1 May 2015, but continued to be relatively good during the next six months. The EU pavilion’s preparation phase received extensive press coverage in the Italian printed press, online newspapers and blogs, and in national radio and TV programmes. Repercussions obtained in the press were mostly positive, with articles focusing on the EU’s ‘innovative’ communication strategy, the educational content of the EU pavilion, and the EU’s attempt to increase dialogue with citizens. The scientific/policy events and the volunteer programmes also received satisfactory levels of media coverage.

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Keep calm and get a communication student to therapize you

Somehow unexpectedly, at least three students (that I know of) are now in the process of writing their Master Thesis about the digital communication of the European Union pavilion at Expo Milano 2015.

Why do I say unexpectedly? Because, it is a very specific project which requires a lot of research behind the scenes. But hey, it was a very successful project both in terms of numbers and innovation and a totally disruptive communication idea for a European Union institution.

As flattering as this was, being interviewed by students on the work I do has been incredibly enlightening. I got literally “therapized” by one of these students who I recently met. Apart from being absolutely sure that this girl will go places, I was utterly impressed with her level of attention to details, analysis and the ability of choosing the very right questions.

Finding out that someone has read each and every post you wrote (and I mean this literally) puts you under pressure.

“So I noticed your strategy changed between 2013 and 2014 and I could definitely notice a different hand writing new content around October of that year…” Gulp…

“Also why in a number of Facebook comments I saw no reactions while I saw firms responses on other issues…” Double gulp…

“Yes, I have been following you on social media, trust me I do my homework…” Triple gulp

It was something in between an interview and a parliamentary hearing, especially when you are asked to justify things you haven’t actually paid much attention to.

Whenever you get an external view on your work you capture some things you normally wouldn’t in your own mindset.  Or perhaps you wouldn’t have the courage to admit to yourself. I have recently experienced some big changes and I see every day how this affects my work, my thoughts and my life. We all need, every now and then, to change our mindset and do something out of the ordinary or we end up getting stuck in a rut and kill our creativity. Flexibility and the desire to create beautiful things is the bread and butter of what we do and it is very hard to keep this desire alive when things get “too comfy.” Stability can be your worst enemy if it doesn’t bring new challenges.

We have got to be open to criticism and think that not all we do is perfect and accept good advice from those who demonstrate, with their actions, that they deserve our attention and professional respect.

To cut a long story short, do get a student to write about your work. It’ll step up your game. Guaranteed

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Grabbing community building by the horns

“This Expo is for those who take it… it’s up to you what you make of it.” This is what I remember most from my conversations with the other communication managers taking part in this year’s Expo – an unprecedented event which I believe truly changed Italy. And in terms of EU digital communication, I think we really did make the most of it. The EU had the most engaging social media presence in the whole Expo, and, for me, it clearly shows that it is possible to make Europe appealing if we humanise our communication and target ‘real citizens’. This is how we tried to do just that.

The first thing we did to change the communication mindset was to get some new running shoes. Yes, for real. Effective community management can no longer be done sitting in front of your computer. The more we digitalise our relations, the more human relations matter in community building. So, I needed to get out, to meet people, and to talk to communication professionals from all over the world, in order to seize the historic moment of the first real socialmedia World Expo.

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Photo: Valentina Macciotta

Second, we explored how people around the world did communication – and it turns out that it’s not all about likes, retweets and followers but actually about making real human connections with those influencers, stakeholders and participants that can make your message travel further. A cup of coffee is far stronger than a retweet when developing communication networks. (For the record, the EU did pretty well when it came to the figures, too – our Facebook page had 51 500 followers, the Twitter account more than 18 000, Instagram over 5 000, while the website had more than 250 000 visitors).

Third, we focused on communicating Europe to citizens. “You’re crazy if you want to do this at a World Expo,” I was told – but thousands of social media users clearly disagreed. Expo brought the world to Milan and we brought Europe to the world with a simple message – ‘We are stronger together’. We did it by merging digital communication and personal connections.

Could this be the way ahead, the way to most effectively bridge the gap between citizens and policymakers? The time is ripe and we certainly have the tools – and the experience – to do it. So why not call me for coffee and we’ll talk about it.

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Photo: Valentina Macciotta

Expo, giornalismo e social

Ho avuto il piacere di fare due chiacchiere con Cinzia Boschiero sul lavoro svolto dal padiglione dell’Unione europea a Expo Milano e sulla posizione del Community Manager. Ringrazio Cinzia e vi invito alla lettura del pezzo

In questo nostro viaggio sul  giornalismo ai tempi dei social, non poteva mancare una puntata dedicata a uno degli eventi, anzi l’Evento, che più deve fare i conti con la comunicazione: e cioè Expo 2105.

E lo facciamo con un collega Marco Ricorda che al Padiglione Europeo  ha la responsabilità della comunicazione digitale. Allora Marco, spiegaci bene cosa fai ad Expo, e perché ti definisci  un “community manager”? Una parola impegnativa…

“Sì, una parola impegnativa. In quanto questo ruolo viene spesso confuso con altri ruoli, attinenti alla gestione dei social. Io invece come community manager del Padiglione Europeo,  in un ufficio proprio davanti all’Albero della vita a Palazzo Italia,  mi occupo di gestire la comunicazione digitale del nostro progetto…

Senti, ti interrompo un attimo e approfitto del tuo particolare osservatorio. Come sta andando Expo 2015?

“Benissimo, io sono impressionato da questo oceano di gente che vedo sempre dalla mattina alla sera. E’ una marea. Io mi aspettavo un flusso altalenante. Invece è un flusso  continuo e bellissimo con punte di 250 mila visitatori al giorno.  La parola che mi piace usare è: contagioso:  un flusso contagioso di gente. Soprattutto queste scolaresche  fantastiche, con bambini  anche delle scuole elementari, che apprezzano lo stare insieme. E poi gli educatori, i maestri, che a loro volta  rilanciano  il fattore educativo di questa esposizione”

Bene, tornando al tuo ruolo dicevi che ti occupi di gestire la comunicazione  digitale del Padiglione europeo.  E  che lo fai come Community manager.  Perché questo ruolo è così importante?

Perché ormai la comunicazione digitale non utilizza più i social  come mezzi di  trasmissione e  di informazioni già pubblicate, Non fa cioè broadcasting,  ma vuole creare e consolidare  una”comunità di utenti”.  Nel nostro caso una comunità interessata a ciò che l’Unione europea fa  a proposito dei temi di Expo, su tutto ciò  quindi che implica la nutrizione del pianeta”.

Ma com’è questo progetto?

“Il progetto ha una caratteristica particolare.  Mi spiego. Forse non tutti sanno che l’ Unione europea non ha un ufficio, un riferimento fisico.  C’è la Commissione Europea, il Parlamento e  il Consiglio europeo, ma non puoi telefonare all’Unione Europea. Noi siamo quindi il primo vero progetto comunicativo  interistituzionale. Siamo qualcosa di unico.  E solo la piattaforma che  fornisce Expo ci permette di parlare a nome di tutti. Dunque io gestisco le community di tutta l’Unione europea e non solo delle singole istituzioni…”

Okay. Banalizzando per i non addetti, tu a Expo  sei il raccordo  tra Unione europea  e tutti coloro che sono interessati alle sue iniziative sulla nutrizione del Pianeta. Va bene, ma prova a spiegarci come lavori. Se hai una notizia fresca che dal Padiglione Europeo  vuoi far arrivare a tutti, cosa fai?

“Beh,  in realtà il grosso del lavoro è già stato fatto. Arrivare a un avvenimento come Expo richiede un grande allenamento… Dunque sono diversi mesi che sto creando comunità, soprattutto con gli altri padiglioni dei paesi dell’Unione Europea, per creare canali di comunicazione rapidi.  Faccio un esempio: voglio far sapere  ai nostri utenti di una  visita ufficiale al nostro padiglione? Bene, ricevuta questa informazione,  la giro subito con i nostri  social alle comunità che abbiamo  già creato.   Ormai si è creata una attesa. Abbiamo 50mila fans su Facebook che sanno di cosa parliamo e si aspettano che questi contenuti vengano forniti  in tempo reale. Siamo anche molto forti su  Twitter dove naturalmente la comunicazione è più immediata, meno ricca di parole, ma l’effetto bilaterale è molto più potente. L’utente twitter si aspetta subito una risposta”

Ogni Social ha suo pubblico?

“Sì, certo, e il pubblico viene chiamato appunto comunità. Su Facebook è molto importante l’aspetto visivo. Un post su Facebook senza una bella foto non raggiunge  tutta la comunità.

Su twitter invece il flusso informativo deve essere più regolare, frequente, ma non deve essere uno spam. Dunque ti avvicini  a persone che sono abituate a ricevere un flusso costante di informazione,  ma a loro discrezione. Su Instagram l’elemento visivo è ancora più importante che su Facebook. Il testo è un complemento, ma l’essenza dell’immagine deve dire al visitatore cosa può aspettarsi da una  vista al nostro padiglione o da altre iniziative. Dunque ogni comunità ha metodi di comunicazione diversi e questo per noi è molto  importante da capire e da riutilizzare”

Bene, tante opportunità. Quali sono invece gli svantaggi lavorando sui social?

“In realtà, io ci trovo solo dei vantaggi. Gli elementi negativi sono così pochi che spesso vengono messi sotto il tappeto. Lo svantaggio maggiore  è soprattutto la scarsa controllabilità  dei social. Noi abbiamo una nostra  hashtag che però non ci difende da una eventuale valanga di twitter mirati a bloccare il tuo canale d’informazione. Qui siamo ancora vulnerabili, ma ci stiamo attrezzando rapidamente”.

Ultima cosa:  qui parliamo spesso di come i social stanno cambiando il giornalismo, tu che sei in prima linea cosa ne pensi?

Penso che tutti gli operatori dell’informazione devono adattarsi. Si andrà sempre più a digitalizzare a e velocizzare  la nostra informazione: e  soprattutto gli utenti saranno sempre più esigenti nel riceverla.  Una informazione  rapida, digitale e condivisibile in tempo reale. Questa è una esigenza  più del pubblico  che del fornitore di informazione, ma solo i fornitori che si adatteranno possono  sopravvivere al cambiamento.  La sfida è soprattutto a livello televisivo. Giornali on line e radio hanno fatto grandi passi avanti. Ma a livello televisivo si può fare di più integrando la dimensione social con quella televisiva per raccogliere in maniera  efficace il cosiddetto feed back. Molte televisioni sportive sono già  avanti, avendo anche la possibilità  di raccogliere le sollecitazioni di un  pubblico  molto passionale.

Per l’informazione  molto bravi sono anche i colleghi  di Al Jazeera  che  offrono un  ottimo esempio al riguardo: nell’integrazione cioè  tra social e tv.  Il riscontro  con l’utente è un tesoro per il giornalista e soprattutto  per il conduttore televisivo”.

Expo 2015 Milano – consigli per gli utenti

It was absolutely wonderful to meet the people behind the Facebook Group “Expo 2015 Milano – consigli per gli utenti“. A true hub of information, facilitating people to fully enjoy the beauty of Expo Milano 2015 and an active community of enthusiastic visitors at the biggest ever event on nutrition.Expo_consigli_per_gli_utenti

The meeting was an opportunity to discuss communication challenges and opportunities and have a productive exchange of opinions over the potentials of institutional communication towards citizens.

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Getting the Expo Milan 2015 Community Managers together

Last 20 May was a great day for me and for all the Community Managers working at Expo Milano 2015. I was invited to share my experience in live-covering Europe Day at a social media workshop in Expo.

Europe Day at Expo Milan was a true success and as Head of Social Media Stefano Mirti said “the great thing about the European Union pavilion is that they were really ‘social.’ They managed to perform activities and engage with people in ways that only social media allows.”

It was for an honour to hear Stefano’s words and I take my hat off in front of the guys of the Social Media Team at Expo. They are doing a terrific job not only in informing and engaging visitors at the biggest event of the year but they are creating a proper solid network of digital communication professionals. Bridging the gap between human and digital relations among people is the main purpose of social media.

What I wanted to stress in my presentation was that, no matter how well you can get prepared for live-covering big events, you need to be able to change strategy promptly. Social media nowadays requires flexibility and a reactive mind. All that matters at the end of your event is the overall success and the bonding you create with your team mates. Yes, I say “team mates” because the work we do as community managers is very similar to what sports teams do when they prepare for a big game. All that matters at the end, after the game is over, is represented by the picture below.

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The more people digitalize their relations, the more people are surprised to physically get together or even receive a phone call. These regular gatherings, that the Expo team has been organizing, is a great example of what more and more networks of professionals should be doing both in the public and the private sector.

Special thanks go to Mariella Merlino and Manuela Bonfiglio for making this network happen and to Giacomo Biraghi for his continuous effort in making people aware of the great opportunity that Expo Milano represents for Italy, Europe and the world.

7 reasons to follow the EU at Expo

Expo Milan 2015 will be the first real “social media World Expo.” Even though Shanghai 2010 did display a touch of social networks within their outreach efforts, Expo Milan invests and relies massively on social media. The goal of this intense use of social networks and digital connections is manyfold. Not only is this strategy intended to reach the expected 20 million visitors, but also to concentrate on those who won’t be able to make it to Milan and have an interest in debating how we can feed the planet now, and in the future.

“Seven” is both an Expo paradigm and coefficient: Expo Milan foresees the sale of seven times the tickets sold during the latest football World Cup in Brazil. Every day. Expo will welcome daily an average of seven times the visitors of Disneyland Paris at its maximum capacity. 7000 are the events scheduled to take place during the six-month-long fair. Should I continue?

The European Union will be there to make a strong stance and present openly how its policies, its aids and development projects and its scientific contribution to the global debate on food and nutrition. Here are seven reasons why you should follow this incredible project on social media:

  • One voice for the EU – The European Union as a whole will be represented in Milan. It will not be an institutional but an organizational presence speaking on behalf of all the EU institutions.
  • Alex and SylviaOur journal. Our trip. Our experience in real time through the European Commission’s widest digital network.
  • Thematic weeks Food is a realm that cuts across numerous fields of expertise. To cover as many aspects as possible of the global debate on nutrition, we dedicate social media thematic weeks to deepen the discussion, the information and the content on each specific topic covered by the EU.
  • Facebook – Our eyes, hears and mouth on the pavilion, on Expo, on the visitors. Day by day you will see everything there is to know about Expo2015 and the European Union.
  • Twitter – To keep yourself in the loop. Our events, our conferences, our statements, our guests and all the material shared and commented on by our digital network. Wanna be part of that? Follow @EUExpo2015 & #EUExpo2015.
  • Instagram – Our creativity expressed in a diary made of images. Ours, yours, the community’s. Be part of it!
  • LinkedInOur microscope on science, policy and development in the realm of global food and nutrition security. For experts, scientists and those who want an institutional answer to their questions about the future of food.

Our social media is strongly based on multilateralism. We publish, we listen, we engage. We are the real time voice of the EU in the biggest event of 2015

Anything more check out our website europa.eu/expo2015

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An evening at Radio Alma discussing the European Union at Expo Milan 2015

It was great to be invited at Radio Alma to discuss about Expo Milan 2015 and the participation of the European Union at the world’s biggest event on food and nutrition and the biggest event of 2015.

Listen to the podcast (in Italian)

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Expo Milano 2015 will be the first World Expo to take place in Europe in 15 years and its theme, ‘Feeding the Planet, Energy for Life’, is of vital importance for Europe and the world. As a global player in the debate on food and sustainability, the European Union (EU) should seek to reinforce its position, highlight its achievements and, most importantly, take this opportunity to work towards finding common solutions to these issues with other international organisations, countries and private stakeholders. The EU leads the way in terms of promoting quality food and ensuring food security and safety and environmental sustainability.

Indeed, with over 800 million people facing hunger in less economically developed countries and high and increasing levels of obesity and non-communicable diseases in developed countries, now is the moment to act. Ill-informed food choices, dwindling natural resources, climate change and threats to the world’s biodiversity are all issues that need to be tackled urgently. Expo Milano 2015 will focus the World’s attention on addressing these challenges and provide a platform to deliberate on these pressing issues.

The timing of the Expo, which coincides with the target year of the United Nation’s Millennium Development Goals (MDG) and the launch of the Sustainable Development Goals, makes it crucial that the EU contributes in a substantive way to these negotiations. It will represent an important milestone for the global debate on food and sustainability.

In this spirit, 2015 will also be the European Year of Development. This year provides an opportunity to engage with EU citizens and showcase the EU strong commitment to eradicating poverty worldwide and to show how every euro of support helps to make a difference in the lives of so many, in some of the world’s poorest countries.

2015 will also be the midpoint of the implementation of the EU’s Europe 2020 strategy for growth and jobs. In a changing world, we want the EU to become a smart, sustainable and inclusive economy: an economy which delivers high levels of employment, productivity and social cohesion. We intend to seize the opportunity of Expo 2015 to further promote understanding of EU policies and increase cooperation with our partners both in Europe and around the world, especially in the area of research and innovation.

As I mentioned in the interview, Expo Milan publishes weekly drone videos updates on the works of the construction site

I envy the ESN Ambassadors for the EU at Expo 2015


“I’m jealous of you.” That’s how I started my social media training to the ten ambassadors from the Erasmus Student Network in Italy (ESN) who have been awarded the chance to tour Europe and present the opportunity to volunteer at the EU pavilion at Expo 2015 in Milan. Indeed, since I was an Erasmus student myself (not so long ago) and had the great opportunity to study European integration at the University of Antwerp, I am very envious of these young men and women who will travel Europe on behalf of the EU and Expo 2015.

Young people are going to be the protagonists of the activities of the EU pavilion, thanks to the collaboration between the European Union and ESN. Social media will help these ambassadors reach wider audiences during their trip and share their experiences with a very personal touch.

The general aim of the “Students 4 Expo S4E” project is, on the one hand, to promote EXPO and, on the other hand, to underline the role of the European Union during the international event which is going to take place in Milan in 2015. Ten students will play the role of “European EXPO Ambassadors” for the whole semester preceding EXPO.

The pavilion of the European Union intends to offer all young Europeans the opportunity to actively participate in a historic event, Expo Milano 2015, contributing to its activities and creating a unique learning and communication experience.

The EU at Expo is looking for over 900 young persons who have a passion for Europe that they would like to share with visitors to the EU Pavilion in their capacity as volunteers. More info on the call for volunteers.

— EU Expo 2015 (@EUExpo2015) January 8, 2015

The specific aim of the project is to increase awareness, in an European academic environment, of the role of the European Union inside EXPO and of the scientific topics at the core of their pavilion. Erasmus Student Network Italia will be responsible for this project and will help the European Union reach students who are not well informed yet about EXPO themes.

Follow #Students4Expo for more info on Twitter.

Why I proudly joined #Expottimisti


Expo Milano 2015 is a Universal Exposition with some very unique and innovative features. Not only is it an exhibition but also a process, one of active participation among a large number of players around the theme of Feeding the Planet, Energy for Life. It is sustainable, technological, thematic and focused on its visitors. Open from May 1 to October 31, 2015, the Expo will host over 130 participants. Running for 184 days, this giant exhibition site, covering one million square meters, is expected to welcome over 20 million visitors.

Expo 2015 represents a huge opportunity for Italy and for Europe to present their projects, innovation and policies to contribute to the global debate on how to feed 9 billion people by 2050. #Expottimisti is a guide book with all you need to know about Expo 2015 whether you are an individual, an association, a charitable organization or a company. It is a visually experimenting product intended to engage with the wide target audience of Expo and propose something new to the public.

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The authors Giacomo BiraghiAlvise De Sanctis and Luca Ballarini say in an interview for Wired  that “there’s plenty of reasons to be optimistic about Expo and its impact starting from the record-breaking 60 self-built pavilions designed by of some of the best architects in the world.”

I joined #‎Expottimisti‬ because I believe in the immense potentials and the impact that Expo 2015 Milano will bring to Italy, Europe and the global debate on nutrition. I am very proud and excited of working in this realm and of being part of of the biggest event of 2015. I can’t wait for #‎Expo2015 to start. Have you bought your tickets yet? 🙂