Severi Keinälä, Dubai EXPO2020 Commissioner at Business Finland and myself Jaana Räsänen-Pentti, Honorary Chairman of FBC, met in Helsinki shortly after the official announcement of Finland's participation in Dubai EXPO. FBC has endorsed Finland’s participation over many years through numerous events and seminars organized by FBC. EXPO is not only a circus passing through town during 6 months, but it also offers a foresight for companies to create a stronghold in the region over a time period spanning far beyond the EXPO itself. For these reasons now is the time to think about how FBC with its feet steadily on the ground and Finland’s EXPO mission can work tightly together to further make it a worthwhile investment.
The ways and categories to officially contribute are many from National Partners, Key Partners to Event Partners, but there are also other means of collaboration. During our networking event at Address Montgomerie on November 11th, the eve of the official signing ceremony, we had the chance to listen to Riitta Swan, Finland’s Ambassador to the UAE, Severi Keinälä, Finland at Dubai EXPO2020 Commissioner General, and EVP Max Alfthan from Kone Corporation who shared their insight why and how this will be a landmark deal for the Finnish brand in the region and beyond. Bond Agency, our resident brand evangelist, gave us a pep talk on how to create a brand that lasts. All in all an interesting and successful evening!