The local event and trade-exhibition organiser started with the Senior Happy Day exhibition from May 3-7 at the Queen Sirikit National Convention Centre, which was held for those aged 45 and over. It will arrange another trade exhibition - Kids of the World - from September 29 to October 7 at Impact Muang Thong Thani, featuring events for children aged one to 12 and their parents.

Managing director Passara Kasemsuwan yesterday said the company would begin building up its reputation among local trade fairs over the next three years, since international trade-exhibition organisers seem to be avoiding staging events here during that time period. It will then enlarge its exhibitions so as to become well known among international trade fairs.

She said the company needed to differentiate the way it arranged trade exhibitions from others and did not expect to turn a profit during the early period. It will arrange events targeting very specific groups of visitors who can really enjoy them.

For example, the Senior Happy Day event was aimed at older folk who usually do not have much to do.

They were able to participate in group activities and view products. Kids of the World will occupy 40,000 square metres and focus primarily on children, followed by their parents, unlike the usual children's trade exhibitions that seem to focus primarily on the parents.

The company allocated more than Bt100 million to organise the events, with advertising and public-relations activities including road shows at 45 schools around Bangkok.

For the Kids of the World event, it expects to arrange about 300 major exhibitors of toys, furniture, art and accessories, education, food, clothing and accessories to attract 500,000 visitors and earn Bt120 million in revenues.

It plans to list both exhibitions as annual trade fairs.

However, starting the business amid the ongoing political uncertainty requires assuming a high level of risk.

Nevertheless, Passara said both adult- and children-focused events have high potential, because products targeted at both groups have strong market potential.

She said both exhibitions could develop further and would attract a significant number of international trade exhibitors.

The company expects to generate Bt200 million from arranging trade exhibitions and Bt50 million from organising other events this year.

The company's three-year plan calls for annual revenue growth of 15-20 per cent and arranging about four trade exhibitions a year.

It plans to arrange another exhibition targeting outdoor-activity lovers, which should occupy 30,000-50,000 square metres.

VGI Kengkarj was formed late last year through a joint venture between VGI Global Media (Thailand)'s VGI Exhibition and Kengkarj Kijjakarn.

Nitida Asawanipont

The Nation