Riyadh’s Expo 2030 organisers have appointed OMD MENA as the lead media agency for the global exhibition, marking a major step in the planning of one of the largest international events scheduled for the end of the decade. The decision places the Omnicom Media Group network at the centre of a communications strategy aimed at promoting the Saudi capital’s World Expo across global markets in the years leading up to 2030.Expo 2030 Riyadh, awarded hosting rights by the Bureau International des Expositions after a competitive international vote, is expected to attract tens of millions of visitors and participation from more than 180 countries. Officials involved in the event say the selection of a regional media partner with international capabilities reflects the scale of outreach required to position the exhibition as a global gathering for innovation, sustainability and cultural exchange.
OMD MENA will oversee media planning, buying and strategic communications across a wide range of channels, including digital platforms, broadcast networks and international advertising campaigns. The agency operates as part of Omnicom Media Group, a global media services organisation with operations in more than 100 countries and a reputation for managing high-profile campaigns for governments, multinational corporations and global events.
Expo organisers described the appointment as a critical milestone in shaping the exhibition’s global narrative. Riyadh is positioning the event as a showcase for technological advancement, urban development and cultural dialogue, themes that align with the broader economic transformation programme known as Vision 2030. Government planners view the Expo as both a diplomatic platform and a commercial catalyst capable of accelerating tourism, investment and innovation across the region.
Preparations for the six-month exhibition are already under way, with master planning of the Expo site advancing alongside infrastructure upgrades across Riyadh. Authorities have announced that the Expo grounds will be built on the northern outskirts of the capital, designed as a sustainable district that integrates advanced transport systems, renewable energy and smart-city technologies. Construction and development projects linked to the event are expected to generate thousands of jobs and stimulate new partnerships between international firms and local industries.
Advertising and media strategy is expected to play a central role in building momentum toward the exhibition. Global events such as World Expos typically require multi-year promotional campaigns to attract participating nations, investors and visitors. By appointing a media agency at an early stage, organisers aim to coordinate messaging across multiple markets while highlighting the exhibition’s themes and long-term ambitions.
Executives familiar with the planning process say communication efforts will focus on positioning Riyadh as a hub for future technologies and global collaboration. Campaigns are expected to highlight initiatives in renewable energy, digital infrastructure, cultural heritage and sustainable urban design, areas that form the backbone of the Expo’s proposed thematic framework.
Saudi Arabia has invested heavily in large-scale international events as part of its economic diversification strategy. Hosting rights for Expo 2030 followed a diplomatic campaign involving infrastructure commitments and promises to deliver one of the most technologically advanced Expos ever staged. Officials have indicated that the exhibition will incorporate immersive digital experiences, advanced mobility solutions and a strong emphasis on environmental sustainability.
World Expos traditionally serve as platforms where countries present technological achievements and cultural identities while fostering economic partnerships. Previous exhibitions in cities such as Shanghai, Milan and Dubai have attracted tens of millions of visitors and generated significant investment in urban development. Dubai’s Expo 2020, held after a pandemic-related delay, demonstrated the capacity of such events to transform host cities and strengthen global tourism appeal.
Marketing specialists say the appointment of a regional agency with global reach reflects the complexity of managing communications for an event expected to draw attention from governments, corporations and international organisations. Media planning for World Expos typically spans multiple languages, continents and demographic audiences, requiring sophisticated data analytics and coordinated messaging.
OMD MENA has built a strong presence across the Middle East and North Africa through campaigns for major brands and government initiatives. Industry observers note that its experience in large-scale media operations and digital marketing platforms could prove valuable in promoting the Expo’s long-term engagement strategy. Agencies working on events of this scale often deploy integrated campaigns combining traditional advertising, digital storytelling and strategic partnerships with global media networks.
Organisers have also emphasised that communication campaigns will extend beyond tourism promotion. Messaging is expected to focus on investment opportunities, innovation ecosystems and cultural collaboration, themes designed to attract businesses and research institutions interested in participating in the exhibition’s forums and exhibitions.
Riyadh’s leadership has described the Expo as a defining milestone for the capital’s transformation into a global metropolis. Massive infrastructure projects already under development include new metro lines, airport expansion, entertainment districts and large-scale residential developments intended to support the influx of visitors and participants during the event.
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