SEC Relazioni Pubbliche e Istituzionali is a leading independent communication consultancy group. With more than 130 professionals located in different Italian cities - Milan, Rome, Turin, Parma, Bari, Udine, Treviso and Messina - SEC is present through partnerships and direct investments also in other Countries. SEC joined a visionary Consortium for Expo Milan 2015 including five companies to serve the creative needs (developing contents, building the pavilions, creating events, developing communication strategies) of the Countries and companies participating to Milan’s Universal Exposition in 2015. In addition to SEC, the consortium includes the following companies: MCI Group (Global Events and Hospitality Services), NUSSLI (pavilion building, interior projection and production), BRC Imagination Arts (Visitors Experience, Show Prodution), Dorier (sound, video and lighting design).

1. EXPO Milano 2015 / Participant Countries Communication

2. Expo Milano 2015
 The Expo Milano 2015 participants will be
142 including Countries and International Orga-
nizations of which about 64 of them will have a
Self Pavilion while the other will be grouped in 8
collective pavilions, called Clusters (rice, cere-
als and tubers, spices, cocoa, coffee, fruits and
legumes etc). Moreover there will be 6 Thema-
tic pavilions showing the theme of Expo: Fee-
ding the Planet. Energy for life Corporate Com-
panies Pavilions and Events locations (Open Air
Theatre, Lake Arena, Expo Center).
 Expo Milan 2015 exhibition area is 1 million
square meters.
The area, within six months of the event is ex-
pected to be visited by about
20 million visitors within six months for an ave-
rage attendance of 130.000/day.
70% of visitors will be Italians.
EXPO Milano 2015 / Participant Countries Communication
142
COUNTRIES
20MLN
VISITORS
8
CLUSTERS
70%
ITALIANS
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3. The great challenge: engage the (italian) visitors
1
Build an attractive
proposal for the visitors:
pavilion (architecture),
pavilon (contents),
pavilion (visitors’
experience),
events and so on;
2
Show the values and the
excellence of the Country
through this proposal;
3
Stimulate curiosity and
engage visitors and first
of all italians who are the
main target (70% of the
visitors) of the event.
Each Participant Country or Organisation is called to a great challenge:
EXPO Milano 2015 / Participant Countries Communication
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4. How to be choosen by the Expo’s visitors?
Pavilion Communication strategy
To help Participant Countries and Organisations to stimulate curiosity on their
Pavilions, events and activities and to engage the visitors, SEC would develop a
communication and promotion strategy based on two activity phases:
1
Strengthen the awareness
of the Country in Italy
2
Increase the engagement of
the visitors to the Country
and encourage them to visit
to the pavilion
EXPO Milano 2015 / Participant Countries Communication
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5. Themes of Participant Country Communication
Communicate the Country
raise awareness of the
Country in terms of the
renowed landscapes, the
culture (to stimulate tourism)
the economy to stimulate the
international business.
Communicate the Pavilion
promote the architecture,
the design and the contents
(shows & expositions) of
the Pavilion, in addition to
the events and meetings
organized during the six
months of Expo.
Communicate “Food”
(Theme of Expo)
communicate/show how the
country has interpreted the
theme of the Expo and the
peculiarities of agricultural
production and food and
cuisine of the country.
To strenghten the awareness of the Countries in Italy SEC proposes an integrated communication
strategy that simultaneously promotes three key issues for the knowledge of the Country and of the
Pavilion:
EXPO Milano 2015 / Participant Countries Communication
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6. Expo 2015: a year of communication and events
 Expo is an event that covers a period of six
months (from May 1 to October 31, 2015), in
addition to the period of so-called soft opening
in the month before the official opening), which
will be dedicated to the presentation of the
Pavilions to the specific targets such as media
and stakeholders.
 The main purpose of communication in
events like Expo is to keep the attention of the
public, the media and the relevant stakeholders
on the Country and its Pavilion during the whole
event.
 SEC can offer integrated communications
solutions to the participating Countries, PR and
events to address the attention of the public to
the Country during the whole event.
EXPO Milano 2015 / Participant Countries Communication
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7. Communication and PR Services
ON LINE
COMMUNICATION
Pavilion Web Site
Pavilion APP
Social Network
• Facebook
• Twitter
• Youtube
• Instagram
Digital PR
ADV online
• Banner Display
• Keywords adv
• Social Network adv
OFF LINE
COMMUNICATION
Media Relations
• Press monitoring
• Press conferences
• Press kit /releases
Advertising
• Concept
• Graphic Design
• Adv Planning
• Below the line
• Video production
Promotion
• Mailing
• Flyiering
Unconventional
communication
• Guerrilla
• Street Marketing
INSTITUTIONAL
AND BUSINESS RELATIONS
Italian Institutions
• Government and local
institutions relations
• Meetings one to one,
Conferences and Congresses
Business Community
• One to one Meetings
• Conferences and Congresses
• Relationship marketing
EXPO Milano 2015 / Participant Countries Communication
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8. Events and services
PARTICIPANTS
COUNTRIES EVENTS
Self Pavilion Events
Cluster Events
Type of events
• Opening Ceremony
• Soft Opening Events
• National Day
• Media Events
• Thematic Events
• Conferences
• Workshops
• One to One Meetings
• Shows
SEC
CONSULTANCY
• Concept Strategy
• Graphic and Design
• Project Management
• Budget Management
• Venue management
• Schedule and planning
• Services Management
• Event, exhibition and
show coordination
• Promotion
• Communication and PR
EVENT SERVICES
• Light and Audiovisual
• Hostess and Steward
• Security
• Drivers
• Catering
• Logistic staff
• Equipment
• Storage
• Transportation
• Artistic Performance
• Speakers and guest stars
EXPO Milano 2015 / Participant Countries Communication
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9. SEC: a leading communication Group
 SEC Relazioni Pubbliche e Istituzionali is a leading
independent communication consultancy group. With more
than 130 professionals located in different Italian cities - Milan,
Rome, Turin, Parma, Bari, Udine, Treviso and Messina - SEC
is present through partnerships and direct investments also
in other Countries. Highly rated customer loyalty, enduring
investments in human resources and strong reputation: this
is SEC identity. Media Relations, Public Affairs and Lobbying
(with a strong presence in Bruxelles for E.U. activities), ideation
of creative Events (concept, format and contents), Marketing
Consulting Services (marketing strategies, direct marketing,
partnership and co-marketing) and Online Communication
(digital PR, social networking, construction of dedicated
applications and web sites) are the main services that SEC
can provide to its Clients.
In addition, SEC has majority shares in companies specialized
in other communication services such as: Graphic and
Design (Curious Design), hospitality and staff services such as
hostesses, stewards, promoters and interpreters, entertainers,
cleaning/facilities (HIT).
 SEC joined a visionary Consortium for Expo Milan
2015 including five companies to serve the creative needs
(developing contents, building the pavilions, creating events,
developing communication strategies) of the Countries
and companies participating to Milan’s Universal Exposition
in 2015. In addition to SEC, the consortium includes the
following companies: MCI Group (Global Events and
Hospitality Services), NUSSLI (pavilion building, interior
projection and production), BRC Imagination Arts (Visitors
Experience, Show Prodution), Dorier (sound, video and
lighting design).
EXPO Milano 2015 / Participant Countries Communication
8
www.secrp.it

10. Contacts
For futher informations:
Michele Adt
SEC Relazioni Pubbliche e Istituzionali
Tel +39 02 624 999 05
adt@secrp.it
www.secrp.it
EXPO Milano 2015 / Participant Countries Communication
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11. SEC - Relazioni Pubbliche e Istituzionali
via Panfilo Castaldi 11, 20124 Milano
www.secrp.com