NEC refreshes branding ahead of Resorts World opening 

THE NEC Group is refreshing the branding for its showpiece exhibition centre ahead of the launch next year of the new Resorts World Birmingham hotel and casino.

The NEC, currently up for sale, is anxious that it can still clearly differentiate itself from any pretenders to its crown and that visitors to the exhibition site are clearly aware of where they are and which building is which.

The venue’s high impact logo, which will be lit up at night, is already in place on the Piazza entrance roundabout alongside NEC flags and is set to become a new landmark for the front of the exhibition centre.

In addition, the entrance canopy has been freshly painted and now boasts colourful mood lighting together with new ‘welcome’ signage.

New branding was also evident in the NEC’s public areas during this month’s Autumn Fair.

The piazza columns have been transformed and now double up as work stations with the addition of desk space and power sockets, encouraging visitors to meet/network and work on the move. A ‘capture the moment’ wall has been introduced as a blank canvas for fun and creativity, providing visitors with an opportunity for social media interaction and content sharing.

Industry initiative FaceTime recently published research which said that businesses which want to maximise their ROI do not have to be serious and boring; in fact, it said the best businesses entertained, informed and inspired their customers.

“Last summer we had a lot of fun at the NEC as we introduced pianos into our dwell zones and graffiti-painted subways to liven up the walk from the East car parks,” said Martin Clarke, the NEC’s marketing director.

Midlands Fashion Awards secures major sponsorship deal

THE Midlands Fashion Awards has secured a major league headline sponsor for its 2014 event. Resorts World Birmingham has given its backing to the event, which takes place at the City of Birmingham Symphony Orchestra Centre in Birmingham on Friday, October 24.

Organisers have said the event promises to be the biggest and best so far with a host of major brands getting involved.

Due to open in spring 2015, Resorts World Birmingham will be the UK’s first integrated destination leisure complex. Located next to the NEC and LG Arena, it will offer visitors a unique and diverse offering under one roof including a 51-unit outlet shopping centre, an 11-screen IMAX cinema, a four-star boutique hotel and spa, restaurants and bars, a casino and conference and banqueting centre.

Supporting the fashion awards adds glamour to the event, while helping to raise the new facility’s profile considerably.

Now in its sixth consecutive year, the Midlands Fashion Awards recognises the achievements and creative talent of the region’s fashion designers.

Award categories include: Independent Designer of the Year, Emerging Designer of the Year, Young Designer of the Year, Best Make-Up Artist of the Year and Best Stylist of the Year.

Coup for Eventmasters as AP McCoy agrees to be its horse racing ambassador 

BIRMINGHAM-based sports hospitality agency Eventmasters has signed up famous jump jockey AP McCoy as its horse racing hospitality ambassador.

McCoy will represent and promote the company at special events such as The Cheltenham National Hunt Festival, where he will interact and engage with clients.

“It is a huge coup for us,” said Eventmasters’ managing director Denise Sheasby, a horse racing enthusiast and part owner of the popular 2010 Cheltenham Gold Cup winner Imperial Commander.

“AP McCoy has broken just about every record there is and won just about every big race there is to win. We are absolutely thrilled that he has agreed to join our team.

“We support many race meetings up and down the country with an obvious emphasis on the Festival. We provide corporate hospitality for hundreds of guests, look to provide high quality service, and I am sure that with AP’s endorsement the business will further prosper.

“Those taking advantage of our hospitality packages will be able to chat racing with an undoubted master of the turf.”

Eventmasters is one of the UK’s leading and longest serving corporate hospitality companies and next year celebrates its 30th anniversary.