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U.S. Pavilion Draws Attention at World EXPO 2005
In 2004, Signal was selected to develop a comprehensive marketing program to support U.S. participation in the EXPO 2005 World’s Fair. Signal created a complete marketing, branding and communications foundation for the U.S. Pavilion team, and provided strategic direction and support in coordinating fulfillment for $35M in sponsorship revenues. With identity development, a comprehensive website, a commemorative almanac, programming for a 30’ panoramic video screen, and production of an elegant coffee table book, Signal played a crucial role in turning the U.S. Pavilion vision into a reality for EXPO 2005. To help sponsors get the most out of their investment, Signal created a Value Options Calculator. This tool was later adopted by the U.S. Department of Commerce for use in other public/private partnerships.