Upper Street Events has played down concerns a new Christmas edition of its popular Gadget Show Live could cannibalise attendance in Birmingham, claiming consumer demand can sustain both.
The organiser officially launched a Christmas edition of its Gadget Show Live brand at Excel London last week. Head of events Matt Hodgins told EN the organiser had been considering a second Gadget Show for the last couple of years based on satisfying demand that couldn’t be quenched with one event.
Gadget Show Christmas will run from 30 November to 2 December at Excel London.
“Cannibalisation was always the greatest concern behind launching a second show, but the research we conducted last year indicated that 50 per cent of our Birmingham visitors would attend a second show in the winter and that fewer than 10 per cent would attend the Christmas event in preference to the NEC show,” Hodgins explained.
“With a large audience from the southern counties who watch the TV programme regularly but have not attended the NEC event, we also expect to attract visitors who will be first-time event goers. There is considerable appetite from existing exhibitors, particularly those with a retail offering, to do the show more than once a year so we expect to see about half our London exhibitors who have worked on the event before.”
The rest will be recruited from industries focused primarily around the festive period, Hodgins said.
Like its sister event in Birmingham, the Christmas edition will centre around a 2,700-seat Super Theatre featuring an all-new Christmas show with the presenters of the TV programme. However, giving its timing, Hodgins expected more focus on the goods high on visitors’ Christmas lists including toys, games, phones, compact cameras, personal audio, tablets and other popular gadget gifts.
The original Gadget Show Live meanwhile, fits with the international release schedule for many top brands and will retain a trade and press preview day, he said.
Interactive features planned for the debut Excel exhibition include a gadget wheels test track, gaming stage, diamond music stage and Gadget Show studio, allowing visitors to be a presenter of the Channel 5 show in a mock-up studio.
This year’s Gadget Show Live at The NEC from 11 to 15 April expanded its Super Theatre by 2,000 seats and offered an additional 15,000 visitor tickets to cope with consumer demand.
Gadget Show Live returns to The NEC from 3 to 7 April 2013.
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