Sharing «Made in Italy». Intesa Sanpaolo Bank’s cultural communication around World Expo 2015

A strategic partnership sealed the collaboration between Intesa Sanpaolo Bank and World Expo 2015, hosted by Italy in Milan. The participation in such global mega-event was supported by a multichannel communication and public relations campaign celebrating an innovative representation of the “Made in Italy” concept applied to the banking sector. As an official global partner of World Expo 2015, Intesa Sanpaolo wanted to cultivate and reinforce strategic relationships with all its social and market stakeholders such as families, employees, public institutions, no profit organizations, and business partners. In particular, the bank dedicated its own pavilion space in the expo to promote a non-stop program of cultural events, as well as to host four hundreds selected small and medium companies representing Italian excellence. Indeed, Intesa Sanpaolo distinguished itself as one the most active hub of public relations within the World exhibition by sharing a multiplicity of corporate and cultural messages that were propagated on both digital and traditional platforms, thus activating media and stakeholders’ engagement before, during, and after the event. The objective was to promote collaboration, networking, and the creation of a specific business and relational platform assuring the bank, as project leader, remarkable marketing and reputational outcomes in the middle-long term.