DUBAI // In a final burst of support for the Expo 2020 campaign, innovative residents are using fashion and philatelic exhibitions to promote the bid worldwide.
Postcards showing the Burj Khalifa and the blue Dubai Expo logo are among the fastest-moving items at Brasiliana, a World Stamp Exhibition being held in Rio de Janeiro.
The popular Expo-themed cards are made by Korooti marketing company, and come with a photograph of the Burj Khalifa lit up at night.
“I love Dubai so much that I wanted to do something to support it,” said Jordanian Tariq Farekh, the company’s chief executive. “About 1,000 postcards were given out on the first day, and the UAE philatelic team have already run out. I will have to send 3,000 more at least.
“It is great news because the postcard promotes Dubai and the expo.”
Korooti means “My Cards” in Arabic and the company has been distributing more than 200,000 similar postcards for free every month in Dubai at hotels, money exchange centres and post offices.
“It came to me that people like postcards and so we first distributed 100,000 in December last year, but within a few months the demand for more was so high that we doubled it to 200,000 every month,” Mr Farekh said.
“When people overseas see the Burj Khalifa and the Expo 2020 logo, they learn about our bid. There are so many landmarks in Dubai but we thought we would show what a lot of people recognise.”
Emirati Mariam Al Medfaei, co-founder of fashion company 1001 Abayas, has embellished her creations with the Expo 2020 logo, and the garments have been a showstopper at fashion events.
“The expo logo has Islamic design embedded in it, giving an interesting and international look to the scarves, abayas and shawls,” she said.
“When we did our first fashion show using the expo logo in Dubai Mall, many people asked us what it was about, so the designs on garments have spread awareness.”
She believed the business generated by a successful bid would help the entire region.
“It really makes us proud that our country is among the final four candidates,” she said.
“This is the least we can do to give back something to our country to show our love and support. We believe it is going to be our country. It will be Dubai, we have the faith.”
Abdulla Al Ghurair shows his support by finding suitable backdrops for the logo and sharing the results on social media.
The Emirati linked the Dubai Expo 2020 badge with a coastal and beach theme in various posts using the Instagram photo-sharing app.
“I tried to relate the expo with the sea,” said Mr Al Ghurair, who works as a logistics controller with Dubai Aluminium Company.
“There is an Arabesque pattern to the logo and it relates to the sea.
“We must give back to our country and support it. Winning the bid would be awesome for Dubai and for the country. It would be something new and exciting to look forward to for our generation, and for the next generation.”
The other cities vying to host the expo in 2020 are Sao Paulo, Brazil; Izmir, Turkey; and Yekaterinburg, Russia.
rtalwar@thenational.ae
