THAIFEX World of Food Asia


Raise THAIFEX-World of Food Asia’s profile to cover countries including Laos, Vietnam, Myanmar, Indonesia and the Philippines, and move beyond Thailand where it is held annually. Position the B2B trade show as THE event for F&B businesses across the region.

Planning & Execution


  • Drop the run-of-the-mill corporate speak and implement a 360-degree storytelling strategy through a three-pronged approach:


Corporate storytelling - To communicate to target audiences how THAIFEX-World of Food Asia was different from the other F&B trade shows, a key message development exercise was set up. Given that the trade show is held annually in Bangkok, Thailand, the THAIFEX-World of Food Asia was positioned as the launchpad for international businesses to enter the ASEAN markets. Corporate materials like a fact sheet and illustrations were prepared to support all messaging

Coordinate with various stakeholders - To have stakeholders with an interesting tale to tell were identified for each key market. For example, Vinamilk, a renowned Vietnamese company which would resonate with the local tier one Vietnamese media was selected for Vietnam. A pre-event panel discussion which included cross-border stakeholders - six different government and business stakeholders was organised to advance thought-leadership within the F&B industry in the region

Understand what resonates with regional media - To go beyond the F&B trade publications, more mainstream national dailies were targeted with unique in-country angles for maximum brand awareness



Effectiveness / Results


  • Over 500 pieces of top regional coverage were generated, amounting to more than US$35 million worth in PR value

  • Business results and brand visibility numbers:


Attendance for the 2018 show hit a record-high of 62,039, a 13% increase from 2017

Increase in the number of exhibitors for the 2018 show with 2,537 exhibitors, a 17% increase from 2017

Increase in spot orders – almost US$50 million worth of spot orders were closed on the show floor in just three trade-only exhibition days

Pre-show registration hit a 35% y-o-y spike

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The Campaign Asia-Pacific Team