Under the agreement, SO Group will provide services to shows including The Baby and Toddler Shows and Wedding Fairs at Glow Bluewater. The partnership includes all future launch shows and acquisitions.
The first of the shows that will see the two companies working together is The Wedding Fair at Bluewater on 21-23 September. The show debuted in February 2012 with 7,860 visitors.
Ian Haggar, portfolio director at SO Group, said: "Mercury Events is an exciting new company with a very experienced team. It is always exciting to work with organisers from the beginning of a journey and help play a role in the successful delivery and development of their events."
Calum Taylor, managing director of Mercury Events added: "SO Group made a strong pitch and were clear winners in terms of creativity, resources and value."
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