Motor Show in pitch to fire up 2006 event

The British International Motor Show is set for a PR revamp with organisers planning to hire a brace of agencies to revitalise the event - which is relocating from Birmingham NEC to London next year.

The biennial showcase for Britain's car industry, organised by The Society for Motor Manufacturers and Traders (SMMT), is being overhauled to attract more consumer interest after decades of falling attendance.

Next year's show will be enlivened by mixing traditional indoor car exhibits with outdoor displays and entertainment at the ExCeL complex in Docklands.

Organisers promise a 'spectacular two-week celebration' of cars and motoring, with Powerboat races, 4x4 off-roading and live outdoor concerts planned to get more punters through the gates.

Kirsty Adams, marketing director at International Motor Industry Events, which is organising the 2006 show under licence from the SMMT, wants to hire one agency to target the automotive press and another to target the consumer lifestyle media.

Adams has already had initial conversations with around four agencies for the consumer contract. Discussions are yet to begin with auto specialists.

She said further chemistry meetings were planned and that a pitch process was likely to take place in around three weeks. The SMMT will be closely involved in the process.

It was announced in February that the show would move to London, news that came as a massive blow to the NEC and Birmingham - the show was estimated to be worth around £100m to the West Midlands economy.

The May 2004 Motor Show was promoted by a single agency - London and Manchester-based company Communique.

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