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October 10, 2007

MAKING WAVES: Is the big brand backing of London's new boat show the future?

The latest illustration of big brand budgets being applied to live communications is about to be realised by Whyte and Mackay whiskey's multi-million pound investment in attracting the marine community to a brand new boat show at Earls Court from 1 to 9 December. Could this signal the beginning of a brand-induced renaissance for the consumer exhibitions industry as big brands deliver the necessary resources to flip the traditional exhibition business model on its head? EVENTS:review sent James Latham to the south coast to find out.

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