Which PR strategy was best? Great storytelling to highlight the value of both positive content and the critical elements. Our PR campaign was design to create both great expectations and the best reputation between all the Expo's Pavilions.

In May, before the grand opening, we organized journalists previews and obtained a worldwide TV broadcast.

In June and July, we told the stories of live events, to which we invited celebrities (heads of state, sports heroes, movie stars and business people). We also reported on the visit of Japan “first lady”.

From August to October, the Japanese Pavilion became the unmissable destination and we presented the long lines as photographic proof of its success. It was so successful that it was even mentioned in the two most popular Italian lifestyle shows, "Che tempo che fa" with Fabio Fazio and "Nel Paese delle Meraviglie" with Maurizio Crozza. For those who had no desire to wait, we organized a live presentation with Corriere della sera TV. For that phase, we had an audience of approximately 460,000 people.

In total, we arranged 5.532 guided tours for journalists from all over the world.

The Japan Pavilion took over the media with 1.533 stories on leading national news, entertainment and online content, generating 379 million earned media impressions. 5.532 International media accredited at the pavilion

On May, June, July the Japan Pavilion was the 2nd most talked about pavilion on all social media channels with 19% of posts

2.283.206 Final visitors

49 Events completed in the arena

The Japan Pavilion received the gold prize for best exhibition by BIE Bureau International des Expositions

Change of behavior: we convinced the media to present the line as a symbol of success, firstly of the Japanese Pavilion and later, of the success of the entire Expo.