Clarion is relocating the second edition of its Manchester Baby Show to EventCity in Trafford Park this year after launching the brand at Manchester Central last September.
The show is the third Manchester-based consumer show held by Clarion at the retail-based venue and follows the Caravan and Motorhome and Destinations Show at EventCity in January, which both reported record attendance.
“After the enormous success of the Caravan and Motorhome Show, which smashed records for footfall, exhibitor numbers and exhibitor sales, there are clearly significant ROI benefits for large-scale consumer shows to be hosted at EventCity,” the venue’s MD Andy Orr said.
“It was therefore a natural progression for the Baby Show to relocate to EventCity and utilise these benefits to maximise footfall and exhibitor numbers.”
Orr said EventCity was now working with Clarion’s exhibition teams to consolidate the success of the Caravan and Motorhome and Destination shows while launching an improved Baby Show in August. The Baby Show takes place at EventCity from 31 August to 2 September.
“The possibility of hosting further events that are either new to the North West or improved and enlarged versions of current events is actively being explored by both parties,” Orr added.
Clarion had not responded to EN’s requests for comment on the move at time of press.
Clarion’s Baby Show is also held annually at Earls Court, Excel London and The NEC in Birmingham. The organiser reported flat year-on-year attendance to this year’s Baby Show at Excel London on 24-26 February with 24,311 visitors, a slight dip from 24,815 in 2011 (unaudited). Exhibitors also remained flat at 175.
The organiser’s spokesperson said a number of fresh exhibitors signed up this year including a new launch from Mamas and Papas, independent clothing companies from Spain, and several bespoke embroidered gift producers. In addition, Clarion reported a higher percentage of pregnant women at the show following concerted efforts to attract more of this demographic.
“We have undergone an entire rebrand and in doing so shifted the key elements of our marketing campaign to have a far more targeted focus on the pre-natal market, which is already delivering results,” the Baby Show spokesperson said. “By delivering our exhibitors pregnant women, as opposed to new mums, they get to interact with people much earlier in the key buying phase to truly influence purchases.”