Evaluation strategy doesn't measure up

IIR Exhibitions show director Nicola Barr has joined Clarion Events

following its acquisition of The Daily Telegraph House & Garden Fair and

Spirit of Christmas.



The sale of the two shows, as exclusively revealed in July's Marketing

Event, was completed last month. The acquisition will see a number of

the two fairs' key staff join Clarion. All will continue in their

current roles to ensure that the relationships built up with exhibitors,

visitors, suppliers and sponsors remain strong.



"The two shows fit perfectly into our consumer portfolio of high profile

shows," Clarion managing director Simon Kimble said. "I have admired The

Daily Telegraph House & Garden Fair since it was launched because of its

high standards and overwhelming appeal. The launch of Spirit of

Christmas from the same team is a very exciting opportunity for

Clarion."



Spirit of Christmas will be targeted at professionals between the ages

of 25 and 45 with a keen interest in the home, food, wine and

entertaining.



It aims to attract 25,000 visitors from 1-4 November at Olympia. "London

is crying out for this type of pre-Christmas event and we are filling a

gap in the market," Clarion's Barr said.



Clarion has also launched Business Finance Expo to help companies source

funding. It runs from 27-28 November at Olympia.



Meanwhile, Clarion is continuing its membership talks with the

Association of Exhibition Organisers.




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