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exhibition news news8 JUNE 2011 ExhibitioNNEws.co.UkMany senior-level decision makers are willing to sponsor trade exhibitions provided the packages are tailored, a new report claims.The findings were part of a whitepaper on the value of exhibitions put together by Emap Connect. The research was based on information from a selection of C-level executives across bluechip companies. The reasons to sponsor a B2B exhibition included visibility, ROI, client capture and internal relations. Specifically, executives said exhibitions allowed them to position their company as category leaders and expose their brand successfully; gain priority access to a sector; take advantage of a show's appeal to the broader media; demonstrate business attributes; block or annoy a competitor; change their image; generate sales and spend time with customers. However, concerns remain about their effectiveness and cost, which organisers must deal with in order to winover clients. Top of the list was the "elusiveness" of ROI and lack of sufficient research into sponsorship results. Other inhibitors include building and stand staffing expenses; poor previous experience; the show's lack of a track record and not delivering the right content for visitors.Report highlights sponsorshipsbluewater bookings grow as Vos signs upCounter Terror Expo builds international might expanded conference element. "There's a lot of money being spent here in the UAE on homeland security technology, so it's a good market in which to rollout our brand," Edwards continued. The launch follows the announcement of the show's American debut in May 2012 at the Walter E Washington Convention Center.Niche Events, which ran the third annual Counter Terror Expo UK for the last time before Clarion takes over, claimed 80 per cent of its 400 exhibitors have rebooked for 2012. The result was up from 330 in 2010. The show was also double its physical size year-on-year after incorporating both the Olympia Grand and National Halls. Just under 8,000 visitors attended up from 6,987 last year. "As the show becomes more established, exhibitors are bringing more equipment to showcase," Niche Events MD Peter Jones said.New show features included a bomb disposal demonstration theatre, surveillance equipment dark room and twice the amount of free seminar content around the show floor. Bluewater Events Venue has revealed 12 consumer exhibition bookings following its launch. The list includes VOS Media's new Vitality Show Boutique, which will be held at the venue in April 2012. VOS Media MD Damian Norman hoped to attract 20,000 visitors and 100 exhibitors to its first Bluewater launch. He said the idea behind Vitality Show Boutique is to take the top 40 per cent of the exhibitors from its parent show and bring them to Bluewater for a sister event. The Vitality Show will continue to run annually at the Business Design Centre. "Following the success we had with Vitality this year, we decided given the high footfall at Bluewater that it made sense to roll out a brand extension of Vitality at that venue," added Norman.The bookings report was made at a topping out ceremony marking the final phase of the venue's construction. Bluewater venue director Rebecca Cardozo said confirmed events cover health and beauty, craft, baby and toddler and gift markets. A new BBC Haymarket Good Food Show edition will also be launched at the venue. All planned events are feature-led and aimed at giving visitors an interactive experience, she said. Work on the 5,200sqm Bluewater facility, which includes two exhibition halls and a VIP gallery area, is due to be completed in late 2011. Bluewater's launch exhibition partner Clarion Events will run the first two shows in December.the bluewater topping out ceremony (L-R): Dartford borough council leader Jeremy kite; Dartford Mayor Patrick coleman; bluewater GM Andrew Parkinson; venue director Rebecca cardozo; MP for Dartford Gareth JohnsonClarion Events is launching Counter Terror Expo in the UAE this autumn. The news comes as the UK event claimed 80 per cent of this year's exhibitors have rebooked for 2012. Counter Terror Expo Arabia will take place at the Abu Dhabi National Exhibition Centre (ADNEC) from 31 October to 3 November 2011. According to Joanna Edwards, conference director at Clarion partner Mecom Forums, the decision to launch so soon came as a result of competing shows taking place in 2012. "We wanted to get something out into the market sooner rather than later," she told EN. 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exhibition news news10 JUNE 2011 ExhibitioNNEws.co.UkDiversified acquires VCM showDiversified UK has acquired the Service Desk and IT Support Show from VCM Events for an undisclosed sum.The Service Desk and IT Support Show (SDITS) has been run by VCM Events since 1997 and is scheduled to return to Earls Court from 25 to 27 April 2012. The show attracts 4,000 IT support professionals, making it the world's largest IT support event. "We have known VCM for many years and feel that its personal approach and attention to detail is very similar to our own," Diversified UK MD Carsten Holm said. "We are delighted also to have the ongoing support of the Service Desk Institute, who will continue to provide strategic support." VCM staff, including event manager Laura Venables and marketing manager Becky Webb, have joined Diversified as part of the deal. The Gadget sees 50 per cent visitor riseUpper Street Events claims the third edition of its annual Gadget Show Live recorded a 50 per cent increase in visitor numbers year-on-year.The consumer technology event ran at The NEC in Birmingham from 12 to 17 April and attracted 104,759 visitors (unaudited). PAts harrogate swaps seasonsThe Pets and Aquatics Trade Show (PATS) in Harrogate has switched from spring to autumn. Organised by Impact Exhibitions and Events, the event will now take place on 16 and 17 September 2012, whereas this year it ran in April. "At Harrogate 2011 concern was expressed about exactly where two PATS shows would fit into the pet trade's busy calendar in the early months of 2012," exhibition manager Annie Dyke said. "This consists of Global Pet Expo in the first days of March, followed by Crufts, BSAVA and then Interzoo, and is complicated by the long Easter break over the weekend of April 6-9 and the usual May holidays. We've also been asked to try for Sunday dates which would assist independent pet retailers." QD events makes debut in London QD Events has proclaimed its first London Pet Show a success after attracting 13,460 visitors and 100 exhibitors. The show, which was the organiser's first launch outside of Scotland, took place at London Olympia from 7 to 8 May and was aimed at giving visitors the chance to touch and learn about various pet breeds. Show director Nicole Cooper attributed its success to content and interactive displays. QD's decision to zone by animal type yet make it easy to move between areas was another key factor, she said. The organiser is now devising ways to expand next year's floorplan. skates on for edgy new eventOrganisers of the London Edge alternative fashion trade exhibitions will add a third show targeted at the skate and adrenaline sport markets. Ledge will extend London Edge's floor capacity by occupying the gallery level of London Olympia's National Hall. Organiser London Edge expects to host 80 exhibitors and plans to run a skate park area for visitors to perform in. London Edge Central takes place from 4 to 6 September. latest sale is the third for VCM Events partners Henri Cash and Bob Rosen in 12 months. The pair sold Birmingham-based Grass Roots Football Live to international football consultants last December, as well as the Broadcast Video Expo to Emap.Its launch sister trade event, Gadget Show Live Professional, attracted 4,735 representatives.Upper Street expanded the size of this year's show by 25 per cent to raise its visitor capacity as well as dedicate one hall to gaming. Exhibitors reached 200 and shared 7,958sqm, a 42 per cent year-on-year increase.Highlights included the free Future Tech Zone and the new HUB Theatre. According to Upper Street, 67,500 people also visited its Super Theatre. "Plans are well underway for 2012, with a further extension planned for the Game Zone and an increase in capacity for the Super Theatre, as tickets were sold out within a few weeks," Upper Street head of events Matt Hodgins said. "We are also looking at further zones to support specific genres of tech."show briefstV ads pay for Grand Designs LiveMedia 10's Grand Designs Live has attributed strong visitor numbers to its TV advertising campaign. Running from 30 April to 8 May at Excel London, the exhibition broke its own record for visitor numbers with a total of 100,167 attendees (pending ABC audit). This was despite taking place just after the Royal Wedding and over the course of a four-day weekend. Media 10 marketing director Rob Nathan said it opted to withdraw some budget from underground escalator ads and launch TV ads instead. "People are going to be home at that period and what has the most natural appeal? 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