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posted on: 24/12/2010 11:02:46

Brand Events is cooking up a series of new events expanding its successful Top Gear Live portfolio in the UK and abroad.

The organiser’s founder and MD Chris Hughes told EN it will run the first Top Gear Festival in South Africa in March, which will see 250 cars, racing drivers, celebrities and rock bands combined into a single festival. More Top Gear UK events are also on the cards.

“You’ll still be able to see the Top Gear guys do their show, but there’ll be lots of other things on track and in theatres,” Hughes said. “What we’re trying to do is build out and create car heaven for the Top Gear fan.”

The new Top Gear events are just one element of a multi-pronged strategy to expand Brand Events into new overseas markets by replicating existing brands and launching new ones. Alongside Top Gear, the company is plotting an aggressive rollout of more Taste events in European cities, and will host its first Masterchef event in Australia in 2011.

Simultaneously, Brand Events is cutting back shows that don’t meet its international focus, such as Who Do You Think You Are, which it sold to BBC Bristol last November.

To read our in-depth interview with Chris Hughes, check out the January 2011 edition of Exhibition News.