The Earls Court Boat Show will occupy the whole of the Earls Court estate from 1-9 December, just one month away from the 2008 NBS-organised Excel London exhibition.
Whiskey producer Whyte and Mackay will use its headline sponsorship to create awareness for its brands around each of several planned zones.
Brooke explained: “The luxury top end of the boating industry will be represented by Whyte and Mackay’s most expensive malt whiskey Dalmore, worth £27,000 a bottle. Other areas will include Destinations and Charters, which will be linked with the Jura brand of whiskey, named after the island off the western coast of Scotland, and the watersports section, which will carry the Vladivar Vodka brand.”
The appointment of Streeter to spearhead operations at the Earls Court event is likely to anger NBS, since it was Streeter who orchestrated the move of the Excel London show away from its original west London home in 2004.
He said: “Brooke and his team approached me a few weeks before the launch on 29 January and I agreed to work on the show on a short-term consultancy contract and put them in touch with an operations manager and contractors and suppliers.”
Brooke plans a return for the Olympic-sized pool in the venue plus an area that will celebrate the 50th anniversary of an Earls Court Boat Show, with 50 years of photos and memorabilia.
He said: “We have had over 500 companies in three and a half weeks register an interest to exhibit.
“Earls Court is seen as the spiritual home of the Boat Show and it will offer entertainment, recreate the spirit of sailing and offer an opportunity for exhibitors to maximise investment.”