Advanstar, the organiser of both Brand Licensing Europe and Licensing International, has launched a Global Partner programme, designed to reward licensing companies exhibiting at both the European and US shows.
Companies which sign up to exhibit directly - ie not through a licensing agent - at concurrent Brand Licensing Europe and Licensing International Expo events will be recognised as global partners and will qualify for a variety of benefits.
The programme launches with 32 partners including 4Kids, BBC Worldwide, The Beanstalk Group, Hit Entertainment, ITV Global Entertainment, Lego Group, MGL, Preziosi Group, Rainbow S.p.A, 20th Century Fox and Vicki Thomas Associates.
Global Partners will have access to an exclusive and complementary promotional programme designed to add value to their presence at both events and boost their profile internationally.
It will include free publicity for all partners before, during and after the events through inclusion in press releases, online activity, License Global, visitor newletters, onsite signage and full page previews in both events' visitor guides.
Partners will also be invited to attend a free Webinar to help them increase the effectiveness of their exhibiting strategies at both shows, as well as Christmas networking events in New York and London.
"By launching the Global Partner Programme we can further support our exhibitors' trade marketing programmes with up to 12 months of publicity and networking opportunities," said Jessica Blue, event director of Brand Licensing Europe.