Brand Events plans the ultimate lads' weekend

Agency i2i is launching a six-week sampling campaign for Arla Foods' Anchor Lighter Spreadable product.The organiser of the inaugural London Venue Expo has announced details of its seminar programme.Organiser Brand Events has launched an exhibition aimed at 18 to 30-year-old lads in conjunction with the IPC Ignite magazine Nuts.

Weekend at Dave's, taking place at Excel from 23-25 September, will revolve around a fictional 20-something called Dave who has won £23m on the lottery and is treating his mates to the kind of party a typical British male would enjoy.

The event aims to create a weekend destination for groups of lads by offering a broad range of interest areas from around the world, such as games, cars, gambling, sport, music, comedy, fashion, technology and girls.

Weekend at Dave's is the brainchild of Brand Events managing director Chris Hughes and show director Justin Clarke.

The organiser has also hired advertising agency Halpen Cowan to help attract 30,000 high spending men - and, wherever possible, their girlfriends - to the three-day event.

Speaking to those media agencies that attended the launch at Soho House, London, at the end of last month, Hughes said: "Nothing quite like this has ever been done before.

"It will be the ultimate theme park for men, with feature activities ranging from a Las Vegas theme casino to a Monte Carlo-style grand prix circuit.

"In the evening we will turn Excel into an Ibiza-style nightclub where guests can party to the sounds of Cafe Mambo, complete with sunset."

The sponsors for Weekend at Dave's comprise the Jongleurs chain of comedy clubs, the Fox bar and restaurant, Virgin Radio and the Australian theme bar chain Walkabout.

Exposure Event Creations has teamed up with Meeting Professionals International (MPI UK) to stage 18 presentations over the event at Excel on 29-30 June.

Platinum Seminar Programme speakers will include meeting planner Tony Carey, talking about basic conference management skills, and corporate trainer Marguerite Ham on how to remember new contacts' names.

Visitors can register to attend the seminars, costing £45+VAT for MPI members and £50+VAT for non-members, at:

The roadshow, which launches next month, will sample around 153,000 people across 33 days at Tesco, Sainsbury's and Asda stores.

The roadshow unit will be in the shape of an Anchor tub with costume characters from the television advertising campaign handing out taster samples.

"This campaign will play a vital role in driving short-term sales and long-term brand loyalty," said Bruce Burnett, i2i Face to Face Marketing managing director. The product was launched in January backed by a £7m campaign.

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