From January 2026, an international advertising campaign for Eco Expo Central Asia has been airing on the global TV channel BBC News — a campaign strategically organised and arranged by DARS Consulting as part of a broader international communications programme.
From a marketing and communications perspective, the beginning of the year is the most effective moment to launch a global campaign. Messages released in January benefit from the longest possible information life cycle, allowing awareness, credibility, and engagement to build steadily over time. Rather than a short-term announcement, the campaign creates sustained international visibility and keeps the event within the global agenda for several months.
The campaign launch also coincided with the World Economic Forum in Davos, a key moment in the global calendar when political and business leaders define priorities for the year ahead. During this period, international attention to sustainability, climate, and long-term development is at its peak, significantly amplifying the effectiveness and relevance of global communications.
The exhibition itself will take place on 31 May in Samarkand, Uzbekistan. At the same time, the city will host the Eighth Assembly of the Global Environment Facility (GEF) — an event held at a decisive moment, with only four years remaining before the international community reaches the 2030 targets. This convergence further strengthens the positioning of Eco Expo Central Asia within the global environmental and sustainability agenda.
From DARS Consulting’s perspective, this campaign clearly demonstrates how strategic timing, premium global media placement, and alignment with major international events can significantly increase the impact of national and regional initiatives. By selecting BBC News — a platform distinguished not only by its worldwide reach but also by the influence of its audience — the campaign ensures that Uzbekistan’s message is delivered to decision-makers, investors, and opinion leaders worldwide.
This approach also highlights Uzbekistan’s high level of efficiency and proactivity — not only in organising major international events, but in professionally promoting them on a global scale, using best-in-class media channels and long-term communication planning.
DARS Consulting is proud to have supported this campaign and to contribute to positioning Uzbekistan as a confident, forward-looking, and internationally engaged partner in addressing global challenges related to climate, sustainability, and environmental responsibility.
We wish all participants of Eco Expo Central Asia and the GEF Assembly a successful and productive programme and look forward to welcoming partners and colleagues in Samarkand.
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