1. Università degli Studi di Pavia Dipartimenti di Studi Umanistici, Scienze Politiche e Sociali, Giurisprudenza, Ingegneria Industriale e dell’Informazione, Scienze Economiche e Aziendali Corso di Laurea Magistrale Interdipartimentale in Comunicazione Professionale e Multimedialità Relatore: Chiar.mo Prof. Paolo Costa Correlatore: Chiar.mo Prof. Fabio Muzzio Tesi di laurea di Lucia Pezzali A.A. 2012/2013 Mega events as a communication vehicle: Expo Milan 2015

2. Mega events as a communication vehicle: Expo Milan 2015  What’s an event?  Expo Milan 2015  Expo Milan 2015 vs. Expo Shanghai 2010  Expo or not Expo?

3. What’s an event? A definition Many authors tried to explain what an event is, but there isn’t a precise definition. We can say that an event is a short-lasting occurrence with specific purposes that can be planned or not. An event is also characterized by the presence of a group of people that discusses about different themes of common interest.

4. What’s an event? Hallmark events and mega events  Hallmark event  Mega event

5. What’s an event? Event’s phases Conception and preparation Event idea Service concept Economic analysis Execution Feasibility Business plan Organization Implementation Financial statement Supervision and evaluation Evaluation of the after event According to event marketing, an event is divided into three phases:

6. What’s an event? Event’s communication  Before  During  After

7. Expo Milan 2015 History of World Expos “As events that are profoundly rooted in their era, Expos have always maintained their educational objective, while shifting their focus to reflect the spirit and the concerns of the international community at different eras.”

8. Expo Milan 2015 Feeding the planet, energy for life NutritionHealthWell-being Corporate Social Responsibility and green marketing strategies

9. Expo Milan 2015 Candidacy phase

10. Expo Milan 2015 Organizational phase

11. Expo Milan 2015 Digital Expo: the importance of a Smart City  What is a Smart City?  Why a Digital Expo?

12. Expo Milan 2015 Strategic approaches  Economic  Tourist  Social

13. Expo Milan 2015 Communicate the Expo

14. Expo Shanghai 2010 vs. Expo Milan 2015 A comparison

15. Expo Shanghai 2010 vs. Expo Milan 2015 Italian pavilion

16. Expo Shanghai 2010 vs. Expo Milan 2015 After-use plans  Shanghai’s projects  Milan’s projects

17. Expo or not Expo? Different points of view  The No Expo committee  The Young for Expo association  What would happen if Milan gave up the Expo?

18. Conclusions Despite all the criticism, Expo Milan 2015 could be a great opportunity for both the city and the Country. The importance of Expo could be summarized into five keywords:  Visibility  Work  Cohesion  Innovation  Knowledge