UBM plc today announces it has acquired a 70% equity share in EFEM, one of Turkey’s leading tradeshow organisers from its private owners and has formed a joint venture company with EFEM to be called UBM ICC. UBM ICC will develop EFEM’s existing baby products shows and will further expand UBM’s global portfolio of baby product exhibitions. Following this transaction, UBM will run a total of eight events in Turkey in 2013, three of which will be new geo-adapted launch events.
UBM has consistently invested in the development of its event portfolio in fast-growing markets and geographies. In 2011 UBM generated 40% of its events revenues in emerging markets. Working with in-country joint venture partners to bring together local market knowledge and experience with UBM’s international capabilities and resources, UBM has built a track record of successfully accelerating the development of existing local events. UBM has also successfully launched new versions of existing UBM tradeshows adapted to meet local market needs and the need of international visitors and exhibitors, a process known as geo-adaptation.