Program

Expo 2020 Dubai

Challenge

For nearly two centuries, Expos – also known as World Fairs – have showcased important scientific, cultural, and architectural achievements – including the telephone, cotton candy, and the Space Needle, among others. For Expo 2020 Dubai, it is critical that the United States not just showcase its recent breakthroughs and innovations, but also our country’s history, energy, and rich geographic and cultural diversity through our citizens, providing a human connection to the United States in the ultimate public diplomacy platform.

Solution

We partnered with the U.S. Department of State to bring to life this year’s theme, “Connecting Minds, Creating the Future,” at the USA Pavilion. Global Ties U.S. designed and implemented a grassroots recruitment campaign, tapping 25 of our Community-Based Members in 21 states to help identify Youth Ambassadors and Cultural Performers in their communities. The campaign was further amplified through extensive, targeted social media advertising and direct outreach to influential organizations and individuals.

Results

Activities to Date

More than 1,200 Youth Ambassador applications – representing all 50 U.S. states – were initiated, with almost 600 expressions of interest from Cultural Performers.

Anticipated Results

75 Youth Ambassadors and 390 Cultural Performers – representing dance, music, theater, literature, art, food, sports, spoken word, and more were recruited by Global Ties U.S. and our nationwide network of Community-Based Members. The Youth Ambassadors and Cultural Performers will be announced soon.