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REED'S GROWTH IN BRAZIL TIMELINE 1997 Reed Exhibitions enters the Scaling Up Since 2007, Reed has continued to expand its operations and market penetration in Brazil with four additional acquisitions. } In 2009, Reed acquired MG Media, which included Brasil Offshore, an offshore oil and gas event, and Salon Duas Rodas, a business-to-consumer (B-to-C) motorcycle event. } In Spring 2011, Reed acquired Mulitplus Fairs and Events, which produces trade shows for the ethanol, sugar cane, agri-industrial industries, and furniture manufacturing. } In September 2011, RXAM acquired Santos Offshore, an upstream oil and gas event in the port city of Santos. "Te acquisition of Santos allowed us to expand our portfolio in the rapidly growing energy sector," said Burchett. "Plus, Santos is a key area for the future of Brazil's offshore industry." } Earlier this year, RXAM acquired Equipotel, which produces hospitality shows in Sao Paulo and Recife. "Te hos- pitality industry is expected to grow at a rapid pace in the coming years as Brazil gets ready to host the 2014 World Cup and the Olympics in 2016," said Burchett. "We are anticipating a significant amount of new construction and renovations. Te average age of hotel room in Brazil is something like 30 years." Applying the Reed Business Model In addition to acquisitions, Reed has launched a handful of trade shows in Brazil over the last several years. It has had success with geo-cloning established brands into the Latin America market. For example, Reed launched the Interna- tional Security Conference & Exposition (ISC) brand in San Paulo in 2006. In 2012, ISC Brasil will attract over 6,900 attendees and 125 exhibitors covering 4,500 nsm (about 48,150 nsf) at the Expo Center Norte. Burchett and his team are also taking advantage of Reed's vast internal resourc- es to enhance and expand existing events. "We are investing in exhibitor value and the attendee experience," said Burchett. "We've done things like implemented systems for segmentation and targeting, introduced our mobile application, and Continued on next page Brazilian market with one event in the aerospace and defense industry. 2006 2007 Reed acquires a majority stake in Alcantara Machado, the largest exhibition organizer in Brazil. The company grows from five events and 23 employees to 26 events and more than 115 employees. 2008 Reed launches the biennial Automec II, the International Fair for Parts, Equipment & Services for Heavy & Commercial Vehicles, in April. Reed partners with Alcantara Machado to produce Feicon Batimat, the International Construction Salon, which combined AM's existing Feicon event with a launch of Reed's Batimat brand in San Paulo. Reed launches its International Security Conference & Exposition (ISC) brand in San Paulo. 2009 Reed acquires MG Media, which included Brasil Offshore, an offshore oil and gas event, and Salon Duas Rodas, a business-to-consumer (B-to-C) motorcycle event. 2010 2011 Reed acquires Multiplus Fairs and Events in Ribeirao Preto, Sao Paulo State. The company organizes Fena- sucro, an ethanol manufacturing event; Agrocana, a co-located agri-industrial event; Brasil Ethanol Tradeshow, which is co-located with an association ethanol conference in Sao Paulo; Sucronor, an event related to sugar cane and ethanol in the northeastern city of Recife; and MovExpo, an event for furniture manufac- turers and retail furniture stores. Reed acquires Santos Offshore, an upstream oil & gas event in the port city of Santos in September. In September, Reed announces the first World Travel Market (WTM) Latin America will take place in São Paulo in April 2013. RXAM launches Expolux, the International Lighting Industry Exhibition, in April in Sao Paulo. RXAM acquires Equipotel, a hospitality show with events in Sao Paulo and Recife, in February. © 2012, Trade Show Executive Magazine, Oceanside, CA (760) 630-9105. www.TradeShowExecutive.com | May 2012 19 Reed launches ExpoAluminio, the International Alumi- num Exposition, in April in San Paulo. Reed and Green Building Council Brasil join forces to hold the GreenBuilding Brasil International Conference & Expo in September at the Transamerica Expo Center in Sao Paulo. 2012 Reed completes buyout Alcantara Machado and of its partners in January. The company officially becomes know as Reed Exhibitions Alcantara Machado (RXAM).