Interview: "Ambassadors" as exclusive Milan Expo endorsers

Organizers of the Expo Milano 2015 have created an international network of opinion leaders willing to illustrate the nutrition-centered theme of the Italian world exposition. But what does being an "Expo ambassador" mean?

In a recent interview with Xinhua, Francesca Bellotto, Ambassador Project Manager at Expo Milano 2015, explained what are the tasks and selection methods of the more than 80 Expo ambassadors from all over the world selected so far.

Chefs, athletes, actors, writers, entertainers, designers, architects, musicians, singers and film directors have taken on this role as ambassadors carrying the message of the Expo, each of them putting into their own words what the theme "Feeding the Planet, Energy for Life" means to them.

"What is fundamental to underline is that the ambassadors are not testimonials, that is to say they do not receive any compensation for their commitment," Bellotto stressed. "They have embraced the cause of Expo and are united by the desire to interpret personally its theme," she added.

The ambassadors, she went on explaining to Xinhua, first appear in videos and photos highlighting their role. Then they are invited to take part to conferences and performances, including for example cooking shows and concerts, at the Expo site and share the issues of sustainable nutrition and healthy food far and wide in their personal and public life, everyone in her or his field.

The ambassadors are perfect interlocutors for those media which like to narrate the Expo from a non-institutional angle, Bellotto highlighted. In this way, she added, the Expo's image is reinforced by the ambassadors, who themselves have more occasions for public appearances.

"The largest group is that of chefs, considering the Expo's theme. But actors, musicians and all other categories play the same important role," Bellotto pointed out. Almost all of them, she noted, like to visit the Expo more than once privately with their families and friends before taking part to public events.

The selection criteria are essentially based on the fame of the ambassadors, Bellotto went on saying. "Expo attracts visitors of all ages and social backgrounds, from professionals to scholars and housewives, and we want that the ambassadors are 'myths' for all these different types of visitors," she noted.

She said the ambassadors are usually first contacted by her staff based on materials or interviews which give an idea of their personal understanding of the Expo-related issues.

Chinese pianist Lang Lang was among the first ambassadors to be selected, Bellotto noted. "Lang Lang has an incredibly strong name in the world. We were looking for a musician renowned internationally, but also famous in Italy, and Lang Lang definitely was the right choice," she said.

"Lang Lang immediately accepted the role and a great collaboration has started so far between him and the Expo," she told Xinhua.

Lang Lang performed along with Italian tenor Andrea Bocelli and the Teatro alla Scala Chorus and Orchestra at the Expo inaugural concert held on April 30 in the heart of Milan crowded with enthusiast guests ready to welcome the world exposition. Endit