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The Environment Agency ( EA), along with its Scottish and Northern Irish counterparts, has decided to use the art of exhibiting to kick- start a new campaign this October. EA has chosen tyre industry show Brityrex International to launch an awareness campaign about the new European REACH legislation. This means ensuring manufacturers cease placing extender oils on tyres, which are harmful to the environment. build up 5 EXHIBITING- July/ August 2010 www. exhibitingmagazine. co. uk IT distributors Ingram Micro plans to host part of its exhibition and awards event in October on the London Eye. Exhibitors will be able to pitch their products or services to resellers and retailers in the giant pods as the Eye turns. A more traditional exhibition will be taking place at the adjacent London Film Museum. " We welcome Ingram Micro using this unique marketing channel at which we shall be exhibiting," says account manager at Cisco, Paul Page. Toshiba is another major participant, with sales manager, Mark Reynolds adding: " We are looking forward to welcoming many of our partners to a superb looking event." Ingram Micro is hoping to attract around 1,000 visitors to the event, which takes places in October. Exhibition to fly onthe Eye " This is our first exhibition," says senior advisor of environment and business directorate, Richard Hawkins. " Attending Brityrex will allow us to provide information directly to businesses in order to help them comply with this aspect of the law. Many businesses to which this restriction applies are going to be attending, so this is great opportunity to open face- to- face dialogue with them," he adds. Environment campaign gets greenlight Exhibitors to benefit from partnership The Professional Convention Management Association ( PCMA) has signed a ' premier partner' deal with Champion Exposition Services ( CES) to enable its members to harness " the resources of exhibition management". PCMA and its Exhibitor Task Force will work with CES on exhibitor workshops to be held at both PCMA's 2011 Annual Meeting and 2011 Education Conference. An exhibition think tank and a series of webinars on topics related to exhibitions will also take place in 2011. " It will help our members develop their expertise in the area of planning and management," says PCMA president and CEO, Deborah Sexton. " As we partner on education, research and networking opportunities tied to exhibitions, we see this as valuable to our current and new members." At my girlfriend's house last week, we watched a programme she had recorded on one of those up- to- date satellite boxes. You know the ones; you can pause, rewind or fast forward live TV at the push of a button. Every time an ad break occurred, one of us would grab the remote control and fast forward to the next part of the show. We had a table booked for later in the evening, we didn't have time for advertisements in our schedule. I'd wager many of you out there now do a similar thing? It seems the older forms of advertising ( TV, radio, print) may not be quite the keys they once were for marketers to unlock brand or product advocacy. So why is live marketing, which attracts willing participants and gets people off their seats and engaged, seemingly the first marketing medium cut when budgets are under scrutiny? This month sees our experiential guru Ian Irving and Exhibitingtell you why live marketing shouldn't be dismissed, and we'll give you some real food for thought. And we hear from the Environmental Agency's Chris Emmerson, who has some tips on how exhibitors can become more ' green' in their actions. See you on the show floor, James Barrett Deputy editor jbarrett@ mashmedia. net Twitter: exhibiting www. exhibitingmagazine. co. uk ' Wake up the nation' Photo by Emma Lane

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