REFLECTION OF PROMOTIONAL STRATEGY IN THE DIVERSITY OF NATIONAL PAVILIONS DURING EXPO 2015

Abstract

This paper aims to classify pavilions prepared for universal expositions. For the purpose of the classification, cohesion between displays and assumptions of national branding, as well as the central idea of Expo was taken into consideration. The first part of the article presents the key areas and determinants of managing a performance project during a world exposition. The second part of the publication contains an assessment and classification of national pavilions, which were based on the observation conducted by the author during Expo 2015. In the context of nation branding indicated: pavilions which fit squarely into a current promotional strategy; pavilions which are not connected with a current concept of promotion, however, which consider existing social, economic or political factors; pavilions which are not in line with a long-term concept of country promotion and do not take into account present social, economic or political factors. Moreover, taking into consideration the level of adjustment of particular countries’ performances to a theme of Expo, pavilions were be categorised as: pavilions which correspond closely with the exhibition theme; pavilions which correspond loosely with the exhibition theme; pavilions which do not correspond at all with the exhibition theme. The exposures of Ethiopia, France, Germany, Slovakia, Slovenia and Turkmenistan are given as examples. Special attention was given to the Polish pavilion. Finally, the author focused on whether participation in world exhibitions in the 21st century is legitimate – taking into account the context of costs related to the preparation of pavilions and universal access to the Internet.