An area dedicated to every aspect of the event marketing mix will be launched at next year’s Exhibiting Show, to be held on 25-26 June at Earls Court 2 in London's West End.

Called Excite @ Exhibiting Show, it will cover experiential, field marketing, roadshows, point of sale, product launches, sampling and sponsorship. The programme will feature unique seminars, workshops and case studies presented in the dedicated Excite Seminar Theatre by experts in these fields – “clients, agencies and suppliers who turn creative ideas into marketing reality,” as Exhibiting Show event director John Sanders explained.

Opportunities to network, discover and learn in the Excite Zone on the show floor mean that Excite @ Exhibiting Show will be the event for organisations developing their live marketing activity, and looking for the ideas and services to help them deliver it.

"Brands are increasingly aware that experiential, live marketing and exhibitions represent a crossover of skills, hardware and opportunity,” said Sanders. “Excite @ Exhibiting Show is all about the exploitation of this opportunity and an acknowledgement that, in the world of events, the line of demarcation may be blurred, but the need for creativity, insight and measurement isn’t."