Industry trade show Event UK has been cancelled by organiser UBM, following earlier news that its show partner, Incentives and Promotional Marketing Live! (I+PM Live!) was pulling out.
Last September I+PM Live! co-located with Event UK at the NEC Birmingham, but its organisers decided that it would be better attended if it took place in London. It will now be staged at Olympia on 1-2 November.
Stephen Richards, MD of event organiser Waypoint, said: “The success of the show proves beyond question that there is a need for an end user promotional marketing event. However, it has become obvious, through the feedback we have had, that to improve the content of the event, reach more decision makers and give exhibitors even better ROI, the show needs to be held in London.
"With that conclusion in mind we have been fortunate enough to develop an exhibiting opportunity that we are convinced can offer a great way forward for the show and the industry by running alongside the up and coming mediaPro event in London's Olympia 2.”
UMB Live will now focus on its flagship event industry show International Confex, which will take place at Earls Court from 1-3 March.
Jonny Sullens, portfolio director, UBM, said: “We want to ensure that our products are the best that they can be and whilst a lot of business was undertaken on the show floor, exhibitors and visitors would be better served by one leading industry event that has the resources behind it to up the ante every year to meet changing demands.
“We're also proud of our continuing role in supporting the industry and in the face of government budget cuts, our exhibitors will get more from Confex if they are not required to split their annual exhibiting budgets.”
Sullens added that popular show feature ‘The Next Big Thing’ talent competition would continue to run.
Last year Event UK and its co-located events attracted 3,818 visitors - a 27 per cent increase on 2009. However, director of Event UK, Alison Willis, admitted the show was smaller than the previous year.
The exhibition faced stiff competition for visitors due to coinciding with both Square Meal and the new PA and office manager show, Office*, held in London. Event UK has been held at the NEC in Birmingham for the past three years and was formerly known as the National Venues Show.