One of the most significant international events in the Western Balkans sets high demands for international communications. 

mc Group is taking on the global media and public relations mandate for EXPO 2027 Belgrade. It is the first Specialised Expo in the Western Balkans and one of the most important large-scale events in the region this decade. The mandate spans twelve months, from August 2026 through to the close of the exhibition in August 2027. 

Under the theme “Play for Humanity: Sport and Music for All”, the Specialised Expo brings together more than 130 participating countries in the Serbian capital from 15 May to 15 August 2027. The Bureau International des Expositions (BIE) expects more than four million visitors over the 93 exhibition days. For Serbia and the wider region, the event offers a global platform to present culture, innovation and ideas to an international audience. 

mc Group’s mandate covers the strategic development and operational delivery of international media relations across all relevant core markets worldwide. Alongside the editorial preparation and global distribution of press releases in eight languages — including the six official UN languages — the agency is responsible for organising international press trips to Belgrade. mc Group will also run press conferences at major international trade fairs including WTM London, ITB Berlin and IBTM Barcelona. 

Global Interest Before the Doors Have Opened 

EXPO 2027 Belgrade is already generating international attention ahead of its opening. The “Expo Playmakers” volunteer programme received 10,000 applications from 119 countries in just three months — a clear indicator of the international interest in the exhibition during the preparation phase. 

mc Group’s international communications work aims to build on that momentum in the months ahead. Strategic media relations, audience-specific content, international broadcast PR and support at key events will help raise EXPO 2027 Belgrade’s international profile and embed its themes across different markets. 

Global Reach, Local Expertise 

For an international mandate of this scale, mc Group combines its international presence with regional market knowledge. The agency is active in seven global regions — from Europe and North America to the Middle East, Asia-Pacific, Latin America and Africa. 

This gives mc Group the international networks and local expertise needed to coordinate communications for EXPO 2027 Belgrade across diverse markets, media landscapes and target audiences. 

Through its international PR mandate, mc Group will accompany EXPO 2027 Belgrade from the preparation phase through to the close of the exhibition in August 2027. The goal is to bring the themes, people and stories of the EXPO to international audiences — and to strengthen its reach beyond the duration of the event itself.