Università degli Studi di PaviaDipartimenti di Studi Umanistici, Scienze Politiche e Sociali, Giurisprudenza, Ingegneria

Industriale e dell’Informazione, Scienze Economiche e AziendaliCorso 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

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?

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.

What’s an event?Hallmark events and mega events

Hallmark event

Mega event

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:

What’s an event?Event’s communication

Before

During

After

Expo Milan 2015History 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.”

Expo Milan 2015Feeding the planet, energy for life

Nutrition Health Well-being

Corporate Social Responsibility and green marketing strategies

Expo Milan 2015Candidacy phase

Expo Milan 2015Organizational phase

Expo Milan 2015Digital Expo: the importance of a Smart City

What is a Smart City?

Why a Digital Expo?

Expo Milan 2015Strategic approaches

Economic

Tourist

Social

Expo Milan 2015Communicate the Expo

Expo Shanghai 2010 vs. Expo Milan 2015A comparison

Expo Shanghai 2010 vs. Expo Milan 2015Italian pavilion

Expo Shanghai 2010 vs. Expo Milan 2015After-use plans

Shanghai’s projects

Milan’s projects

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?

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