UBM Relocates Brand Licensing Europe as Part of Major European Growth Strategy

Posted July 18, 2018

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  • BLE 2019 to take place at ExCeL London
  • UBM to transform the customer experience at new venue
  • Elizabeth Line to provide direct access to Heathrow Airport in 40 mins

UBM is relocating Brand Licensing Europe (BLE) to ExCeL London from 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 east 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 (which opens on 9 December and will run every 2.5 minutes) is a total game changer, offering 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 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 makes it possible to travel to an additional 40,000 rooms – suited to any and all budgets – in under 20 minutes.

“We are 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 mere stone’s throw. There are 20 restaurants and bars onsite (compared to just eight in 2009), 500 venues within 15 minutes and thousands more in central London,” Anna Knight continued.

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 floorplan 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 sq. m. 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,” she added.

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.

“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 2018 will foster the growth of the show and of the licensing business itself,” said LIMA President Maura Regan.

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.

“Furthermore, with the arrival of the Elizabeth Line in December 2018 we can also provide unrivalled access to European destinations to further strengthen the key European aspect of this world class event.”

Ends

 

For media information:

Charlie Le Rougetel at BIGTOP, 07736 330676, charlie@bigtop-pr.co.uk

Editor notes:
BLE is the definitive event for the licensing industry in Europe, taking place 9-11 October 2018 at Olympia London. Over 7,500 retailers, licensees and marketers are expected to attend, over one third of whom will travel to London from overseas.

Registration is open now at www.brandlicensing.eu.

About Brand Licensing Europe
Part of UBM’s Global Licensing Group, Brand Licensing Europe 2018 (www.brandlicensing.eu) takes place from 9-11 October 2018 at Olympia London. It is the only pan-European event dedicated to licensing and brand extension. Now in its 20th year, BLE 2018 will feature over 280 exhibitors showcasing over 2,500 brands, characters and images. A free educational programme runs alongside the show featuring advice and sector-specific sessions, workshops and panel discussions along with keynotes from industry trailblazers.

Brand Licensing Europe is organised by UBM, which in June 2018 combined with Informa PLC to become a leading B2B information services group and the largest B2B Events organiser in the world. To learn more and for the latest news and information, visit www.ubm.com and www.informa.com. It is sponsored by the international Licensing Industry Merchandisers’ Association (LIMA). License Global is the official publication.

Celebrating 20 years of BLE
Brand Licensing launched in 1999 as a small hotel-based event, before moving to London’s Business Design Centre and then Olympia; it is now a well-established date on the licensing industry calendar attracting key industry players from all over Europe. The show was re-branded as Brand Licensing Europe in 2007 to reflect the international nature of its exhibitors, properties and visitors.

About Global Licensing Group
The Global Licensing Group at UBM is the global licensing industry’s leading tradeshow organizer and media partner. Its mission is to provide opportunities around the world to bring brands and products together to explore and cement licensing partnerships. The following events and information products are produced for the licensing industry by the Global Licensing Group: Licensing Expo, Brand Licensing Europe, Licensing Expo Japan, Licensing Expo China, NYC Summit, License Global magazine, License Global Daily E-news and License TV.

About UBM EMEA
Brand Licensing Europe is organised by UBM plc.  UBM is the largest pure-play B2B Events organiser in the world. Our 3,750+ people, based in more than 20 countries, serve more than 50 different sectors. Our deep knowledge and passion for these sectors allow us to create valuable experiences which enable our customers to succeed.  Please visit www.ubm.com for the latest news and information about UBM.

About ExCeL London
ExCeL London is the capital’s international convention and exhibition centre, located in London’s Royal Docks. Since opening in November 2000, ExCeL London has hosted over 4,000 events including trade and consumer exhibitions, conferences, association meetings, product launches, AGMs, gala dinners, award ceremonies, sporting events and religious festivals. More than twenty million people from over 200 different countries have visited ExCeL London.  ExCeL London was acquired by ADNEC, the Abu Dhabi National Exhibitions Company in 2008.

About LIMA
LIMA – the International Licensing Industry Merchandisers’ Association – is the leading trade organisation for the global licensing industry.  Founded in 1985, LIMA’s mission is to foster the growth and expansion of licensing around the world and create greater awareness of the benefits of licensing to the business community at large.  Over 1200 corporate members in 40 countries enjoy access to an array of benefits, including extensive educational programming and worldwide networking events.  LIMA is the exclusive sponsor of events organised by UBM’s Global Licensing Group:  Licensing Expo, Brand Licensing Europe, Licensing Expo Japan, Licensing Expo China, and NYC Summit.  Visit licensing.org for more information.