EXPO 2015-WORLD FAIR: THE USA PARTICIPATIONMilan, January 2014

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Expo Milano 2015 – WORLD FAIR: a place where the world meets

Expo 2015 will be the largest global and universal exhibition held in Milan from May 1 st to October 31st, 2015. It will represent 141 countries and is expected to attract 20-30 million visitors from all over the world, thus providing its participants with a unique opportunity to connect with a broad international audience of businesses, consumers, public institutions and governments during the same event. This time, Expo will address one of the most pressing issues of our time: how to feed the world’s growing population in the most sustainable way? Under the slogan “Feeding the Planet, energy for Life”, Expo 2015 connects all stakeholders in the global food supply chains including their technical innovations and contributions to progress and sustainability. Along those lines, the entire exhibition grounds are designed as a ‘Smart City’ with green and end energy-efficient buildings, next-generation telecommunication and Smart Contactless Payment Systems.

Expo 2015 – The USA PavilionThe USA pavilion provides a platform for US businesses to engage with partners, suppliers, customers and other stakeholders

US companies, known for being at the forefront of technological progress and innovation, will have the opportunity to leverage not only the pavilion, but also Expo’s facilities to showcase their latest products and services as well as to organize meetings with partners, suppliers and customers.

We can help create several opportunities for our USA pavilion partners, for instance:

Organize technical conferences for educational or informative purposes with potential partners, customers or suppliers

Use VIP space integrated in the pavilion for scheduling business meetings with partners, suppliers or customers or receiving smaller delegations of key stakeholders

Leverage the pavilion to put latest innovation and technologies on display, e.g. examples of work in Research & Development departments

Hosting press conferences with international and specialized media presence on-site at the pavilion or other Expo meeting facilities, e.g. for new product launches, research presentations, etc.

Organize social events with key customers or partners and leverage Expo’s wide entertainment offering incl. dinners, restaurants, evening events, etc.

Increasing brand visibility through being featured on the food truck (see attached brochure for details) that will promote Expo and tour through North America and Europe before arriving at the exhibition grounds in May 2015

Run educational events with key international universities, academics, students or research labs Engage with key European public and political institutions and regulators in light of the newly

voted parliament, commission and expected progress on the Transatlantic Trade and Investment Partnership (TTIP) discussing several regulatory aspects of interested for a number of US companies

Partnering with the USA pavilion at Expo 2015

The American Chamber of Commerce, together with the International Culinary Center and the James Beard Foundation was mandated by the US State Department to deliver the US participation (i.e. designing, building, managing, and dismantling the pavilion) and also has the responsibility to establish financials resources to realize the project. By law, the United States Government is not allowed to provide federal funding for participating in international expositions abroad. Therefore, AmCham is currently working closely with the US State Department, Ambassador Thorne, and the US Ambassador to Italy John R. Phillips to secure the 45 million dollars necessary to deliver the whole project.We are looking forward to meeting the leading US corporations interested in exploring opportunities for involvement in the project. Please see the next page featuring some first few ideas for opening technical tables to discuss the details of a tailored-made sponsorships.

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WHAT’S IN FOR TWITTER

USA Pavilion’s Digital strategy

The American Food 2.0 digital ecosystem is grounded in connected and interactive conduits of information that will broaden engagement with the USA Pavilion and increase its reach: a website, a social media presence across multiple networks, potential mobile app, digital screens at the Pavilion site, and off-line activations that will integrate with digital, including Food Truck Nation and potential broadcast programming.

Our digital approach will generate interest and excitement for EXPO 2015 and the USA Pavilion, in the United States, Europe, and Italy primarily, and will bring international attention to America’s unique role in the future of food. Our digital approach is based in a content marketing approach that creates demand through the strategic distribution of digital content through owned, earned, and paid media. American Food 2.0’s digital program will be a collaborative effort with all official sponsors. Our sponsors will benefit from their engaged interaction and promotion on USA Pavilion digital properties, as well as the inclusion of American Food 2.0 story lines and content across their owned digital channels.

Exclusive programming, advertising, and marketing with Twitter, and using Twitter extensively during Food Truck Nation, reaching a fans on the ground, virtual fans, and viewers. Examples of opportunities include:

• Food trucks branded with Twitter decals promoting a dedicated hashtag for exclusive deals/discounts and to follow the action on Twitter, e.g., #FoodTruckNation.

• Twitter hashtag deals and use of “Lead Generation Card” to drive purchases with food trucks.• Sole platform for social media voting by consumers throughout the duration of Food Truck Nation.• Twitter-related activations and contesting in relation to any broadcast programming.• VIP nights in Europe in partnership with Chirpify, using Twitter to pre-purchase tickets.• Exclusivity of photos and Vine videos of contestants and their delicious foods on Twitter.

With 20-30 million expected international visitors at EXPO 2015 in Milan and 1 billion expected virtual visitors, official social media sponsorship of the USA Pavilion will increase visibility with European customers. Examples of potential in-person and digital promotions, contesting, and content-sharing include:

Daily Programming at the USA Pavilion: On-site promotion of Twitter as social media sponsor and hashtags for content sharing and

contesting (e.g., #USAPavilion2015) via: physical spaces, video screens in main pavilion, and Student Ambassadors.

“Vine Stage” at the U.S. Pavilion, helping visitors showcase their unique food experiences. Twitter deals and use of “Lead Generation Card” to drive purchases with food trucks.

Content and News-Sharing Portal: Use of Twitter for important news announcements regarding Cultural Programming (i.e., Beard

Talks, VIP experiences, Food Fellowship, Dinner and a Movie, etc.) and the James Beard American Restaurant, as well as daily updates from the pavilion.

Twitter used as real-time communication vehicle for customer-to-pavilion interaction and customer service, allowing visitors at the pavilion to request information, ask questions, and plan their experiences by communicating with a U.S. Pavilion-branded Twitter account dedicated to customer experience (e.g., @USPavilionHelp).

Twitter program for Student Ambassadors posting their experiences, images, and videos for a unique perspective of the USA Pavilion and using Twitter abroad.

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Contests: Unique VIP experiences enabled through contesting on Twitter, promoted throughout the pavilion

for international visitors. Win ‘swag’ from the USA Pavilion and Twitter by sharing content from the day — including photos

and Vine videos — using dedicated Twitter hashtags promoted throughout the pavilion for international visitors.

VIP nights and special programming in Europe with Food Truck Nation in partnership with Chirpify, using Twitter as the tool to pre-purchase tickets.

Daily Digital Programming: Twitter and Vine campaigns throughout the duration of the USA Pavilion, using creative

storytelling around themes: Sustainable, Healthful, Innovative, Entrepreneurial, and Delicious. Dedicated social presence on Twitter and Vine. Exclusive photos (via Gallery Card), Vine videos and

daily recaps shared to Twitter. Twitter hashtags promoted on all marketing materials, website and branded channels. Exclusive Twitter Q&As for each of the live events, including James Beard chefs, Food Truck

owners, celebrities and influencers: Beard Talks, U.S. National Day, Expo by Night, Food Fellowship, Dinner and a Movie, The Taste of Music, and James Beard American Restaurant Dinner.

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