18 July 2018
UBM is relocating Brand Licensing Europe (BLE) to us in 2019 as part of the organiser’s ambitious strategy to evolve the show, attract even more European licensees, retailers and licensors and improve the customer experience for both visitors and exhibitors.
The organiser was attracted by the accessibility and flexibility of space at ExCeL, as well as the thriving out-of-hours social scene the area offers following the 2012 Olympic regeneration programme and is receiving full support of the move from show sponsor, the International Licensing Industry Merchandisers’ Association (LIMA).
As BLE brand director Anna Knight explained: “Moving BLE to ExCeL London makes perfect business sense on all sides. Over one third of our visitors fly in from continental Europe and we have big plans to grow this – let’s not forget, the show is called Brand Licensing EUROPE – and the Elizabeth line will be a total game changer, offering a direct link from ExCeL to Heathrow Airport in just 43 minutes. City Airport is also close by and there are three DLR stations onsite.”
The new transport connections plus the regeneration of the local area will also have wider implications for improving the customer experience at BLE. The number of hotel rooms within a five-minute walk has more than doubled since 2009 to 2,700. And the Elizabeth line will make it possible to travel to an additional 40,000 rooms - suited to any and all budgets – in under 20 minutes.
UBM believes the flexibility of space offered by ExCeL (both the volume and variety) will also support its future growth strategy for BLE, allowing the team to redraw the floor plan to make it fairer for all exhibitors no matter how big or small, improve navigation and layout and rethink its screenings programme.
“In addition to 100,000 sqm. of pillar-free exhibition space, we’ll have access to over 40 purpose-built meeting rooms, the 600-person Platinum Suite, which will revolutionise the theatrical teasers and screenings, and the ICC - London’s largest conference centre – which means that all of our exhibitors will be able to host their entire BLE showcase in one venue on a single level.
The space will also allow UBM to transform the live experience for visitors and exhibitors with increased and improved activations and experiential installations, more interactive feature content and new branding and sponsorship opportunities for exhibitors.
ExCeL Acting CEO Jeremy Rees added, “We are delighted to welcome Brand Licensing Europe to ExCeL London in 2019. Working in close partnership with UBM, we strongly believe we can provide the flexibility of space to fulfil BLE’s ambitious plans and provide a first-class customer experience to exhibitors and visitors.”