UBM Live has rebranded its International Outdoor Event Expo (IOEX) to Live Experience as part of plans to broaden the event’s direction in 2013.
IOEX was launched alongside International Confex on 6-8 March and aimed at addressing the rising interest from the corporate market for outdoor events, the organiser said.
Event manager James Samuel said the new branding will reflect the show’s focus in line with market research feedback from visitors and exhibitors.
“This year’s exhibition highlighted the market convergence across brand experience, sports, music and public events,” he said. “Through 2012 the range of spectacular events in London will showcase the incredible capabilities of agencies and suppliers under the gaze of international audiences.
“By positioning our brand to encompass any event professional involved in the process of delivering ‘live experience’, we’re positive our exhibitors and visitors will be clear that this show is relevant to them.
“We want to support our exhibitors in highlighting the trends which are just around the corner as well as reflecting what has gone well in 2012/13.”
Samuel claimed 75 per cent of Live Experience’s floorplan is now booked and said the organiser is now working on education programmes for both the new-look show and Confex.
“We’re also extending the International Confex meetings booking system to include Live Experience as well,” he added.
The 2013 show will run alongside Confex at Excel London from 19 to 21 March.
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