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page 48 5EditorialPublishing Director Liz AgostiniManaging Editor Nadia Cameron Deputy Editor Antony Reeve-CrookStaff Writers James Barrett Mike TrudeaudigitalOnline Editor Sarah O'DonnellAdvertising Manager Jamie LininSubScriptionSMarketing Manager Christopher LynasCirculation Executive Tim Pardingtonproduction & dESign Production Manager Luke SpaldingDesigner Sarah GarlandProduction Assistant Julia Ball ocntact uSSubscriptions 020 8971 8268Editorial 020 8971 8292Sales 020 8971 8265 Production 020 8971 8272Published by Mash Media 4th Floor, Sterling House6-10 St George's Road London SW19 4DPTel: +44 (0)20 8971 82821 years subscription cost is UK £95+VAT p/a Europe £112+VAT ROW £130+VAT.Views expressed are not necessarily those of the publishers. No part of this publication may be reproduced without the express written permission of the publishers.Printed by Pensord Press Ltd. elcome to your all-new Exhibition News - a fresh look and a bigger size but of course all the news, interviews, business tips and insights you've now come to expect from our publication each month. I'm delighted to be able to showcase our latest design efforts and format. It follows a massive re-investment and realignment of all Mash Media's editorial products which will see our sister publications, Exhibition World and Exhibition Bulletin, also gain a new editorial perspective and identity. I welcome your thoughts on our redesign and your suggestions on ways we can continue to re-invent our publication to suit your needs as a reader.Despite our new face, I couldn't help but refer back to the greatest UK exhibition of all time for our front page story this month on the proposed Great Exhibition 2012. The show organiser's fight against LOCOG to retain the right to run an event using '2012' in its masthead is a David and Goliath battle on an exhibition scale. It shows even smaller organisers can have big ideas that attract the attention of the media and parliament - and demonstrates just how silly people can get in the name of brand protection. Great Exhibitions, a company established by Julie Benson with the backing of several industry luminaries, is channelling the Great Exhibition of 1851 for a new event next year showcasing the UK's finest cultural achievements and innovations. The idea is a good one - 2012 is an incredible year for London and the UK with the Olympic Games and the Queen's Diamond Jubilee and will generate an influx of business and consumer tourism. So why not complement the achievements of our athletes and Royal heritage by acknowledging the UK's trade and cultural excellence? The show project has been 12 years in the making but was threatened with derailment when the London Organising Committee of the Olympic and Paralympic Games objected to the use of '2012'.To borrow the words of MP Andrew Turner, LOCOG's pursuit of Benson "was ridiculous". How can one company, however illustrious, assume ownership of a whole year?A second and more pertinent query is why LOCOG felt it necessary to challenge a small exhibition organiser's right to recognise the importance of next year as part of its marketing and branding message. No one would doubt a company's need for brand protection, but LOCOG's action demonstrates an ignorance of the broader benefits Benson's show can deliver the economy. The Great Exhibition can only enhance 2012 as a stellar year for the UK. One good thing to come out of this debacle is that an exhibition has been represented and supported at parliamentary level by a key politician. I only hope the debate in the House of Commons next time is generated by something more constructive, such as recognition of our industry as a key economic contributor and exhibitions as an incredibly influential and critical business tool. As the Great Exhibition of 1851 proved, live events are a powerful medium for demonstrating a nation's innovation and excellence. We should be working together to drive this message home. As the 1851 Great Exhibition proved, live events are a powerful medium for demonstrating national innovationNADIA CAMERON MANAGING EDITORncameron@mashmedia.netTHE RIGHT TO CELEBRATE 2012W

newsEN EXCLUSIVE: The MPH brand and event at Earls Court has been abandoned in favour of an all-new Top Gear Live show at Excel London.Until now, Top Gear Live has been a subsidiary theatre show alongside the MPH exhibition. The two have been running together at The NEC and Earls Court annually since 2005 and are managed jointly by Brand Events and Clarion Events.Brand Events commercial director James Cooke-Priest told EN the decision to relocate to Excel and rebrand solely as Top Gear Live was prompted by the success of the Top Gear brand, as well as its decision to overhaul and significantly expand feature content."We are launching an all-new event incorporating a host of new Top Gear-related activities," Cooke-Priest said. The show's centrepiece will be a purpose-built indoor track where attendees can watch time trials in all categories of motor vehicles, presenter challenges and head-to-head competitions. A Top Gear TV set will also be set-up within the grounds so visitors can "crawl all over the studio at the heart of the TV programme", Cooke-Priest said. "They'll be surrounded by and immersed in historic Top Gear content." Excel was chosen for its fit-for purpose space and the need to double the size of the new Top Gear Live show. "We had to weigh up the pros and cons. We've been at Earls Court for a number of years and as this is a new launch and a new event, we had to look at the most suitable space for it," Cooke-Priest continued. "The expectation is that this event will get larger over the next few years so we're putting our stake in the ground."Brand Events opted for an indoors event in November to avoid clashing with established outdoor motor events such as Goodwood Festival of Speed and the British Grand Prix. The timeslot also ties in with TV programming and the work schedules of its celebrity hosts. The all-new Top Gear Live will run from 11 to 13 November at The NEC and from 24 to 27 November at Excel. "This event will have the spirit of a festival indoors," Cooke-Priest claimed. "Everything is going to be bigger. This is an ambitious project born out of the huge popularity of the brand."Exhibition doesn't feature as a word in our world - it's all about immersing visitors in Top Gear."However, Cooke-Priest stressed exhibitors are part of the overall proposition and will need to meet the spirit, tone and quality of the show. Car manufacturers and automotive accessory companies are the target exhibitor base. He played down the risks associated with moving from West London to the East and said it expected to attract a range of East London-based motoring enthusiasts who previously hadn't come to MPH. "You have to be pragmatic about it and realise that some people will not go to the new location," Cooke-Priest said. "On the flip side, the people we might lose in West London we will gain in the East."Top gear Live To repLace mph Clarion will remain involved with the project as a joint venture partner providing sales, operational infrastructure and marketing support.Despite the hardships faced by other motor shows globally, Brand Events had been able to grow the Top Gear brand because of its reliance on consumers, Cooke-Priest said."Our event has a different business model - we are underpinned by consumer passion and that hasn't switched off despite the downturn," he added. Tickets go on sale in July.- Check out our special showcase of motor shows on page 22.mack Brooks ramps up international launchesMack Brooks will launch 10 shows in international markets within three years under its new Emap-Brooks International joint venture (JV). The organiser struck a partnership with Emap in May to take its existing UK exhibition brands to global audiences. Separately, Mack Brooks is also finalising a relationship with former FESPA exhibition staffers, Frazer Chesterman and Marcus Timson, to create new exhibitions. Further details are not yet available. "Emap is not currently outside of the UK and has been looking to do things with its existing brands, which is where we thought we could help," Mack Brooks chairman Steve Brooks said. "Emap is running brands in industries we're not involved in, so we don't clash at all. This opens opportunities to add more products into our international offering." Brooks highlighted Emap's strength in the waste management, construction, gift and fashion segments. Alongside the new JV, Mack Brooks is also in the process of expanding its offices in Brazil, China, Russia and India. Although the organiser has traditionally stuck to doing things off its own back, Brooks said the two The scottish exhibition and Conference Centre (seCC) claims exhibitions contributed £104m to the Glasgow economy and £51m elsewhere in scotland over the last financial year. new figures released for the period April 2010 to March 2011 showed the venue hosted 218 events which brought 1.3m visitors and 26,000 exhibitors to the city. The seCC contributed £397m to the economy in total. Concerts brought in £166m, while conferences generated £127m. £104m6 and different types of JVs will provide the organiser with access to experience and knowledge. "If you can come to a common view with your joint venture partners, you can do good things together," he added.Mack Brooks organises 18 events in Germany, France, Italy, Greece, India, China, Brazil, Singapore and the USA. Emap produces 300 business-to-business events including exhibitions, conferences, awards and summits. Brooks said it will launch two international events shortly, and up to seven within the next eight months. All will be business-to-business focused. Visit our website more of the latest industry newsScottiSh ExpoSWhat has never been fully documented or oNLiNerevealed before now is the rich, fascinating and important history of the non-horticultural events and those involved with them.- Foreword to 'Sweet Peas, Suffragettes and Showmen - Events that changed the world in the RHS Halls', a book on the Royal Horticultural Halls by Renee Dee from the Westminster Collection. The book is released this month.