DFAT appoints ICON and SUNNY SIDE UP to deliver communcations support to Australia Pavilion at World Expo 2025 Osaka

Australian and Japanese communications agencies ICON and SUNNY SIDE UP (SSU) will join forces to provide the Department of Foreign Affairs and Trade (DFAT) with a multi-channel communications program to promote Australia’s involvement in Expo 2025 Osaka, Japan. The ICON and SSU consortium was selected by DFAT as part of a competitive tender process.

The agencies have developed a strategic and tactical communications program spanning PR, digital advertising, stakeholder communications, social media, content creation and press office.

ICON’s involvement follows its award-winning work providing DFAT with multi-channel communications services to promote the Australian pavilion at the last World Expo, held in Dubai in 2021. The recipient of 14 Agency-of-the Year awards since 2021, ICON is known for its innovative use of digital, AI and integrated PR to drive lasting impact.

SSU is renowned for its expertise in PR, promotions and branding, as well as sports, digital, and influencer marketing, and has played a crucial role in the success of various international projects and events by utilising its comprehensive understanding of Japanese market trends and strong media relationships.

Says Nancy Gordon, Commissioner General for Australia at World Expo 2025 Osaka, Kansai: “The partnership between ICON and SUNNY SIDE UP highlights the strong collaboration between Australia and Japan and unites two agencies renowned for excellence in strategic communications and innovative marketing. We look forward to working together to promote the Australia Pavilion as a must-see destination at the Expo.”

Expo 2025 Osaka, themed “Designing Future Society for Our Lives,” runs from 13 April to 13 October, on Yumeshima Island in Osaka Bay.

The event is expected to attract about 28.2 million visitors and feature participation from over 150 countries.

Australia is participating in Expo 2025 Osaka under the pavilion theme of ‘Chasing the Sun’, which explores Australia’s unique energy; its diverse and warm people, its talent and creativity, and its stunning natural environment.

The pavilion will deepen Australia’s relationship with Japan, create new opportunities, and showcase a modern and diverse nation to the world.

Says Joanne Painter, Group Managing Director at ICON: “ICON’s selection reflects the international award-winning work our agency undertook during the last World Expo in Dubai and demonstrates our expanding international presence in the Asia-Pacific region over the past year.”

Says Georgina Rees, Executive Director of Creative & Campaigns at ICON: “ICON’s multi-disciplinary team will work with SSU and DFAT to engage a diverse range of stakeholders, including visitors, media, trade and industry representatives, and government officials.

“This will be achieved through carefully coordinated communications activities including onsite staffing, media relations, social media activity, website content, and collateral creation.”

Says Xiqiao Liu, President & Executive Director at SUNNY SIDE UP: “As global projects evolve, SSU has expanded our services beyond traditional public relations to provide customised solutions that address the changing needs of the market. In partnership with ICON, we are excited to showcase Australia’s vibrant, warm, and diverse culture to the world and support the success of Expo 2025 in Osaka.”

Image: Design by Buchan. Render by Flood