Show organiser UBM has confirmed that it will be relocating Brand Licensing Europe (BLE) to ExCeL London from 2019, as part of the organiser’s ambitious strategy to evolve the show, attract more European licensees, retailers and licensors, and improve the customer experience for both visitors and exhibitors.
Behind the decision is the accessibility and flexibility of space at ExCeL, as well as the out-of-hours social scene following the 2012 Olympic regeneration programme.
“Moving BLE to east London makes perfect business sense on all sides,” confirms BLE brand director Anna Knight. “Over a 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 – which opens on December 9, and will run every 2.5 minutes – is a total game changer. It offers a direct link from ExCeL to Heathrow Airport in just 40 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. The number of hotel rooms within a five-minute walk has more than doubled since 2009 to 2,700. And the Elizabeth Line makes it possible to travel to an additional 40,000 rooms in under 20 minutes.
Continues Anna: “We are also very aware how sociable the licensing industry is, and how important it is to our visitors and exhibitors to have access to great bars and restaurants to continue networking after a full day of meetings. Bond Street is just 15 minutes away on the Elizabeth Line, Shoreditch less than half an hour and the Greenwich Peninsula and Canary Wharf a stone’s throw. There are now 20 restaurants and bars onsite, 500 venues within 15 minutes and thousands more in central London.”
The flexibility of space at ExCeL will also allow UBM to transform the live experience for visitors and exhibitors, with increased, improved activations and experiential installations, more interactive feature content, and new branding and sponsorship opportunities.
The relocating is receiving full support from the show’s sponsor, the International Licensing Industry Merchandisers’ Association (LIMA). “One of LIMA’s primary missions is to advance licensing around the world, and we are confident that the move of BLE to ExCeL London in 2019 will foster the growth of the show and of the licensing business itself,” said LIMA president Maura Regan.
BLE, which takes place at Olympia from October 9-11 in 2018, is currently celebrating the show’s 20thyear.
Top: Brand Licensing Europe (BLE) will be relocating to ExCeL in 2019.
