From Expo 2020 Dubai, where the story began, to Expo 2023 Doha and its remarkable achievements, First Mover continued its role as the strategic partner accompanying the Kingdom’s journey across major World Expo participations.

Our contribution to Expo 2025 Osaka marked the next chapter, one that is broader in scope and deeper in impact. Built on strategic planning, precise execution, and a commitment to detail, we delivered an experience that represented Saudi Arabia on the global stage and amplified its cultural presence and future vision.

A fully integrated process covering marketing, media, operations, and experience design, including:

• Strategic marketing plans & PR campaigns
• Content coverage, documentation & production
• Development and execution of the events & activities calendar
• Promotional campaign management

Digital presence and social media management

1. Strategic Preparation

For a project of this scale, the story begins behind the scenes. Leveraging insights from past expos, we built a comprehensive operational model, including:

• Digital strategy development
  
• Production of marketing and promotional videos
  
• Motion graphics aligned with the pavilion’s visual identity
  
• Daily photo/video coverage of visits and events
• Creation of an organized archival content library

2. Digital Presence

Global reach was central to our mission. Through multilingual content (Arabic, English, and Japanese) and real-time media coverage, we crafted a unified and compelling narrative of the Kingdom’s presence in Osaka.

Our work included:

• Digital content direction
  
• Data gathering and analysis of major governmental initiatives
  
• Content and publishing plans
  
• Digital campaign execution
  
• Social media monitoring and analytics
• Regular performance reporting

3. Documentation & Production

With a specialized eye and a refined production methodology, we transformed moments into high-impact visual stories.
We produced:

• Promotional videos
• Creative visual concepts
• Daily coverage content
• A professional archival library reflecting the Pavilion’s identity and presence

4. Pavilion Promotional Campaigns
We designed campaigns that were strategic, creative, and globally engaging, each crafted to communicate the Kingdom of Saudi Arabia’s vision and extend the pavilion’s impact beyond its physical boundaries.

• “Meet Saudi” Campaign
  In anticipation of the opening of the Saudi Arabia Pavilion at Expo 2025 Osaka, the Meet Saudi Campaign journeyed across seven Japanese cities on a cultural tour showcasing Saudi culture through curated experiences. The campaign was supported by a strategic digital presence, interactive countdown-led content, and multilingual media coverage highlighting visitor engagement in Arabic, English, and Japanese.

• Pavilion Opening Campaign
  Strengthened global visibility through government collaboration and high-engagement digital activation.

• 70th Anniversary of Saudi–Japanese Diplomatic Relations
  A storytelling campaign celebrating the seven decades of Saudi-Japanese diplomatic relations, enhancing international engagement and awareness.

• “Her Influence” Campaign
  Highlighting the role and achievements of Saudi women and presenting their inspiring stories to global audiences.

• Saudi National Day Campaign
  Extending  throughout the month of September, this campaign celebrated Saudi National Day through an integrated experience that brought together digital engagement and on-ground activations.

The Saudi Arabia Pavilion became a living narrative of the Kingdom’s vision and cultural depth. Its awards crowned a global journey that culminated in the iconic handover of the Expo 2030 Riyadh flag, marking the start of a new chapter.

First Mover continues to shape distinguished experiences and elevate professional standards. project after project, impact after impact.