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
Mega events as a communication vehicle:
Expo Milan 2015
Relatore: Chiar.mo Prof. Paolo Costa
Tesi di laurea di
Correlatore: Chiar.mo Prof. Fabio Muzzio
Lucia Pezzali
A.A. 2012/2013
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
According to event marketing, an event is divided into three 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
What’s an event?
Event’s communication
 Before
 During
 After
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.”
Expo Milan 2015
Feeding the planet, energy for life
Nutrition
Health
Corporate Social Responsibility and
green marketing strategies
Well-being
Expo Milan 2015
Candidacy phase
Expo Milan 2015
Organizational phase
Expo Milan 2015
Digital Expo: the importance of a Smart City
 What is a Smart City?
 Why a Digital Expo?
Expo Milan 2015
Strategic approaches
 Economic
 Tourist
 Social
Expo Milan 2015
Communicate the Expo
Expo Shanghai 2010 vs. Expo Milan 2015
A comparison
Expo Shanghai 2010 vs. Expo Milan 2015
Italian pavilion
Expo Shanghai 2010 vs. Expo Milan 2015
After-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