“Exhibitions and events are crucial to the economy of our great capital,” according to London Mayor, Boris Johnson who points to the sector as an agent of change, capable of hauling the capital out of recession.Having seen the world’s leaders gather at ExCeL London for the G20 meeting in April and attended the London Book Fair at Earls Court the same month, the Mayor, it appears has been turned on to the power of live events. “We are committed to giving all the support we can during the downturn, so London continues to remain a buzzing centre for world class exhibitions and events,” he said in a recent interview adding, “Our global location, language and range of incredible venues in the city, make London the number one choice for exhibitors from around the world.” Boris Johnson, Mayor of London
The Mayor pointed out, “anyone thinking of holding an exhibition should know that London has never represented such sensational value; thanks to the devaluation of sterling by the government, the Big Mac is now cheaper in London than in any other country’s capital including Brazil and, I think, Ukraine. I will be shouting from the rooftops that London is not only unrivalled for those seeking global exposure, it has the best organisational skills and brains to be found anywhere in the world.”
His shouting has paid off with some big ‘wins’ in drawing the European League Against Rheumatism’s 8,000 delegates in May 2011, the 6,000 members of the European Haematology Association in June 2011 as well as others. “We are looking years ahead to ensure we are in the running to stage world class events, and talking to the appropriate parties and bidders to ensure all the help they need in preparing proposals, building the right bid team and securing the budgets,” he says. “It is essential we are never complacent and present a cracking proposal maximising every opportunity to dazzle organisers.”
So with such skills and economic conditions to attract really large international conferences, where does the Mayor stand on the contentious fact that London does not have a facility capable of seating 8,000 delegates in an auditorium? “An international convention centre is important, but there are many challenges to establishing one, not least the capital and running costs. We are assessing the needs of the events industry over the coming decades, but our overriding priority is to ensure that London continues to offer itself as a world-beating venue to the domestic and international events industry.”
The EIA’s Tom Treverton comments, “In his first 12 months as Mayor of London, Boris Johnson has certainly made a splash and his obvious enthusiasm and engagement with our sector is hugely welcome. That said the industry needs help to level the playing field with leading competitors. We know that the UK taxpayer won’t subsidised venues as is the case in Germany and we don’t expect it. But basics like free travel on London’s public transport system for the international visitors to events, who are after all pumping not insignificant amounts into the capital’s economy, would be a real, tangible benefit that organisers would use to deliver yet more of these high spending business visitors. We will have to wait for the outcome of Boris’ ‘explorations’ to see what ‘cheap transport for delegates’ may or may not materialise.
Boris is right, however, in pointing to the sector as an agent of change, capable of hauling the capital out of recession. Live event marketing is the only medium that brings pro-active buyers and sellers together, eyeball to eyeball in an environment of business expectation. As spend on traditional marketing channels continues to contract, it is live event marketing that marketers are turning to deliver the ‘engagement’ and ‘brand experience’ that directly influences and subsequently wins business. In spite of challenging trading conditions, the sector has delivered increases in visitor audiences and remains confident that businesses aiming to hit targets will turn to the only five sensory medium that really does deliver buyers.
