Representing the U.S. to the World

The World Expo was the largest global convening and the most important event in Central Asia in 2017. With more than 110 countries represented, a U.S. presence was essential. Facing the daunting task of raising millions of dollars and assembling a world-class team in the face of a difficult political environment, APCO was asked to lead a public-private partnership that would represent the United States to the world, and set the tone for U.S. relations in Central Asia for years to come.

Bringing ‘The Source of Infinite Energy’ to Kazakhstan

The USA Pavilion at Expo 2017 wasn’t just a campaign; it was a non-profit, an advocacy organization, a secondary embassy, a chamber of commerce, a theme park and so much more. APCO’s team led a coalition of partners and sponsors to develop a robust creative strategy which targeted and touched multiple audiences.

Working closely with the U.S. State Department and our partners, APCO brought the USA Pavilion’s theme, “The Source of Infinite Energy”, to life. APCO coordinated a multi-month effort to gain the support of key corporate sponsors such as GE, Chevron and Mastercard, and orchestrated the building, staffing and communications efforts of the USA Pavilion on time and under budget. While the pavilion’s stakeholders and audience were diverse, APCO’s message was simple: it’s the energy within all of us that brings us together—Americans and Kazakhstanis.

The team highlighted this energy by leveraging dozens of Student Ambassadors who came from across the United States and spent more than three months in Kazakhstan engaging guests; a VIP space where leaders from around the world came to meet with U.S. officials and business leaders; as well as a full pavilion space where guests were transformed from spectators to innovators, inspired to build a more prosperous future for all.

A Renewed Relationship for Generations

The APCO-led USA Pavilion helped to solidify U.S.-Kazakhstan relations and improve the image of the United States in Central Asia. Through the visits of approximately half a million people to the USA Pavilion and key high-level events with top business and government leaders at the Pavilion’s VIP space, U.S. public and private sector officials told their story and made tangible impacts. Additionally, the USA Pavilion was featured in more than 100 stories in the media and reached more than a half million impressions on social media.