British DM Show to Move From Wembley Next Year

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LONDON--Reed Exhibitions plans to move the 22-year-old British International Direct Marketing Fair from its current venue near the Wembley soccer stadium to ExCel, London's newest exhibition center, in 2001.

Formal announcement of the move is to be today, the opening day of the show. ExCel is located in London's East End near the Canary Wharf complex of office buildings.

In addition to the new venue, Reed is expanding the scope of the show, which will be known as "London Marketing Expo," into a "collection of specialist events," a spokesman said. The expo will include IDMF, New Media Marketing, an Internet-style show that is being launched this year in conjunction with the traditional fair, and two new shows added to the Marketing IT portfolio -- Technology for Marketers and TelecommercExpo.

IDMF continues to attract 12,000 visitors and 350 exhibitors, while New Media Marketing has "attracted a range of exhibitors from the hi-technology sector."

Reed also is launching a new marketing show this fall, Total Marketing Solutions, in Birmingham on Sept. 12-14.

"Increasingly, the aim for the industry is to access products and suppliers under one roof, but for the offering to be divided into bite-size portions" said Malcolm Whitmarsh, longtime director of the London DM show.

"The visitor gets choice, but also the ability to zero in to their particular needs. We believe that London Marketing Expo, with a strong traditional marketing core and a portfolio of specialty events, is the way forward for 2001."

Whitmarsh will join David Wood, managing director of Reed Exhibition Companies, in revealing details of the change and of the new shows.

The London International Direct Marketing Fair is the second major

European DM show to announce changes in venue in the last four months. DIMA, the annual German trade show, announced last fall that it will move from Wiesbaden to Duesseldorf this year. The French SiMD show moved from the Palais de Congres in Paris to the La Defense office and conference complex just outside the city in 1998.

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