Off to a snappy start

After 12 years of organising outdoor sports events in Thailand, Active Management Asia has adopted a new name, C55 Events, in a Bt60-million-plus rebranding push that covers marketing strategy, technology and staffing. 
“C55 Events is a melting pot of experience and expertise in organising events,” executive vice president Rujirapun “Mook” Juangroongruangkit said as the company unveiled its plans recently at CentralWorld. 

 

“The new look responds better to the active lifestyle in this digital world. Thais have a passion for exercise and outdoor sports, and sport has become a part of our lives.
“We’re targeting people from all walks of life, from kids to adults, especially women and even the disabled, because we want to help everyone to overcome any obstacle and arrive at the finish line shouting, ‘I can do it!’”
The name C55 derives the element caesium and its atomic number, which also happens to translate as “ha ha” in Thai – the sound of laughter.

 

“We emphasise high-quality customer experience and aim to increase our share of customers to 20 per cent of the market in the next few years, as well as 15 to 20 per cent growth in sport sponsorship,” Mook said. “In the next phase, we’ll expand into corporate sport events, sport training and sport merchandising.”
The guiding concept is “The Path To Awesomeness”. 
Four events are planned this year. TRIIB The City Obstacle is set for at CentralWorld from September 21 to 23, the Pattana Triathlon, the Bike Challenge Ratchaburi and the XTERRA Nong Yai Trail Run. 

 

“We’re focused on customers ages 35 to 45, who have the most spending power and know how to manage their lives and their time,” said Prapas Thongsuk of CIMB Thai Bank, which is sponsoring the CIMB Thai Triathlon for Asean at the Pattana Golf Club & Resort Sriracha on August 5. 
And Kwankaew Sirijinda of Central Pattana said the mall is looking forward to its first collaboration with C55 on TRIIB the City Obstacle. “Our venue can handle 2,000 people. We’ve held many running events, but not trail running. This will be the first time it’s seen in the heart of the city.”
Meanwhile Sithai Vajarodaya of Singha Corp is in charge of organising the annual Singha Keng Kraeng Kla (Singha Obstacle Fun Run) at Singha Park in Chiang Rai on December 8.

 

Actors Louis Scott and Ramida “Noon” Prapasanobol from the hit Channel 3 period drama “Buppesannivas” and English sports blogger and professional athlete Mark Abbot discussed the events onstage and then tried out simulations for four event models in the mall’s outdoor plaza.
“You have to set goals for an obstacle run,” Louis said. “But I think people today are definitely getting more interested in health and sports.”
Mark said he’s been participating in AMA events for years and looks forward to C55’s efforts to become a “one-stop service”, a move that will help sportsman focus on the competition.

C55 is ready to roll

Find out more at www.C55Events.com and “c55events” on Facebook.