Università degli Studi di Pavia Dipartimenti di Studi Umanistici, Scienze Politiche e Sociali,...
-
Upload
jane-fieldhouse -
Category
Documents
-
view
222 -
download
0
Transcript of Università degli Studi di Pavia Dipartimenti di Studi Umanistici, Scienze Politiche e Sociali,...
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