BUSINESS & FINANCE
stages of completion and a trail of disaster in the wake.
Dubai’s property bubble burst in 2007-2008 and housing
prices dropped to 50% of their highest level leaving
investors in loss. The economy became stagnant as
people held money close waiting to see just how big
“the crash” was going to be. X-pats began absconding
leaving mortgaged houses behind and financed cars at
the airport. There was a mass exodus of people making
the matter even worse. Things were looking very grim.
With the situation as it was, how could a simple effort
such as Dubai 2020 keep another nation from the
brink of financial disaster? Enter His Highness Sheikh
Mohamed Bin Rashid Al Maktoum’s vision as he began
to guide the Dubai 2020 team as the committee went
to work making things happen.
On the 2nd of November, 2011 Dubai registered its
interest in hosting the World Expo 2020 with BIE, the
Bureau of International Des Expositions, followed by the
official submittal of its proposal to host Expo 2020 on
the 23rd of November. His Highness Sheikh Mohammed
Bin Rashid Al Maktoum then issued Decree Number 2
of 2012 which established the Higher Committee for
Hosting World Expo 2020. On the 28th of February,
2012 the Higher Committee for Hosting World Expo
launched its first campaign to rally support for its Expo
2020 bid and momentum began to build.
That’s loads of action in a short period of time, but
Dubai was very strategic in its approach and left
nothing to chance. Backtracking to the period between
2009 and 2011 here’s what Dubai 2020 accomplished.
The committee managed to zero in on Expo 2020,
and secured Architects HOK and Arup join forces to
structure the blueprint for Dubai’s bid, they managed
to coordinate the planning of 25 billion US dollars with
of infrastructure required to host Expo 2020 and fill
in the blanks to create a rock solid and “Wow-factor”
presentation for the BIM Committee.
Fast forward to the 12th of June, 2012 Dubai offered
to BIM a presentation reflecting its bid to host Expo
2020 followed by the launch of a new campaign on the
28th of June called, “Be a Part of It” designed to build
awareness and support for its bid. The branding for
Dubai’s bid was top notch and people in every corner
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Fall 2016 1961 Magazine
of Dubai and the UAE began to display the Expo 2020
snowflake looking mashrabia symbol branded to Expo
2020. The efforts started to take hold as a genuine
buzz of excitement began to grow. While the rest of
the world seemed to struggle with simply getting
by, Dubai and the UAE began to focus on something
positive and began to race forward with enthusiasm.
On August 1st, 2012 major companies were announced
as partners in the UAE’s bid for Expo 2020. Emirates
Airlines, Dubai Airports, Etisalat, Emirates NBD Bank,
as well as Jumeirah Group all joined in supporting
the UAE’s bid. Nearly every shop displayed the Expo
2020 branding on its doors. Bumper stickers began to
circulate and got to the point that no one could drive
anywhere without spotting the Expo 2020 emblem.
There was a genuine synergy with people as well.
They understood that this effort was something big
and each person wanted to do their part to support it.
The result was a colossal impact to the general attitude
of the UAE business world and gave residents of the
UAE a much needed moral boost in general. Step by
step His Highness Sheikh Mohammed B in Rashid Al
Maktoum made sure that Expo 2020 bid was executed
without failure. He crossed the T’s and dotted the I’s
by his constant monitoring, support and inspiration for
the cause. He spared no expense - if it was required
the committee was provided the resource.
After BIE conducted an inquiry mission to Dubai in
February 2013 news channels started reporting that
Dubai was expecting a 28 billion Euro boost to the
economy as a result of Expo 2020. These reports fuelled
the excitement. Literally Expo 2020 was on cars, shop
windows, radio, TV, restaurants, billboards, coffee
cups, the internet, business web pages, practically
everywhere in Dubai. People felt part of a grass root
effort and believed failure was not an option.
His Highness Sheikh Mohammed Bin Rashid Al Maktoum
branded his efforts to the world by holding up his first
two fingers and his thumb everywhere he went. He
would later would explain the gesture as meaning “I
love you”, which reflected his sentiment to his people,
citizens of the UAE and the world as well as their
commitment and perseverance in the bid to claim Expo
2020 for Dubai. He touched the hearts of many and