Expo 2000 is aiming to lure 40 million visitors, the bulk of which are expected to be Germans (60%, or 24 million), followed by other Europeans (30%), with the rest of the world making up the remaining 10%.
Expo 2000 is readying a print campaign across 10 European countries. Theagency handling the campaign was not named.
An outdoor campaign will also roll out at 31 border sites in eight different countries, including Denmark, Poland, the Czech Republic, Austria, Switzerland, France, Luxembourg and the Netherlands.
The outdoor boards will contain the following message in each country's language: "Dear Neighbors, on June 1, 2000 we celebrate the opening of the Expo 2000 World Fair in Hannover. It is very likely to be a bit noisy. But if you feel like it, why don't you come and visit it?"
Copyright January 2000, Crain Communications Inc.