PennWell Enters Joint Venture in China's Solar Market
U.S.-based business-to-buisness media and information company PennWell Corporation has entered a joint venture partnership with trade show organizer Shenzhen Dresche Exhibition & Planning Co. to organize the annual Asia SOLAREXPO convention and exhibition. The 7th edition of the solar event will take place from Dec. 3-5 at the Shenzhen Convention and Exhibition Center. Asia SOLAREXPO reported the attendance of 60,100 visitors in its 2010 edition.
Under the reported terms of the joint venture, PennWell will act as the international organizer of Asia SOLAREXPO, with the opportunity to achieve its ownership in the future. In the coming edition, PennWell will manage the show’s marketing and sales operations outside of China including all of Asia, the Americas, Europe, the Middle East and Africa. Furthermore, PennWell also will develop an international conference for the event that will feature international technology experts and speakers.
PennWell’s president and CEO Robert F. Biolchini said, “This joint venture offers PennWell a unique opportunity to expand its presence in China and leverage our worldwide reach in renewable energy by bringing our international customers to the largest and fastest growing solar market in the world. Our new partner in Shenzhen is looking to PennWell’s highly-respected expertise in developing conferences and exhibitions around the world to accelerate the growth of Asia SOLAREXPO and enhance its reputation as a global event.”
Until recently, the opportunity to have a celebrity attend an event, attach themselves to a name-brand or endorse a certain product or idea was untouchable. The thought of paying a person to promote a product was seen as something only Fortune 500 companies could afford. Social media has changed all that with brands and businesses utilizing celebrity influencers to connect directly with their demographics and increase sales and profits.