Advanstar today announced the reappointment of specialist PR consultancy, Braben. The agency will again handle the strategic communications and media around premier licensing and brand extension exhibition, Brand Licensing Europe.

Tasked with breaking new ground for Brand Licensing Europe, Braben successfully took the show - and the licensing industry - into new media sectors in 2010. Headline results included coverage on BBC Breakfast Business, the mediaGuardian, the Independent Magazine, BBC Radio 5 Live ‘Wake Up to Money’, Broadcast magazine, SportBusiness magazine and Sky News.

Brand Licensing Europe broke all previous exhibitor and attendance records in 2010, with 5,634 visitors attending the event, a 16% increase on 2009. A total of 236 exhibitors took the opportunity to showcase their brands, ranging from the likes of BBC Worldwide Licensing; Turner CN Enterprises; Manchester United Merchandising; Nickelodeon Consumer Products; Ultimate Fighting Championship; DC Thomson; Copyright Promotions & Licensing Group; Sega; Polaroid; Sanrio; Kellogg's; and the Victoria & Albert Museum. Total attendance in 2010, including exhibitors, reached 7,329. The show also saw a steep increase in international visitors, with a 37% increase on 2009. The new 3-day format was deemed a big success by all.

“We are delighted to be continuing our relationship with Braben in 2011,” said Humaira Kaiser, marketing director, Brand Licensing Europe 2011. “The media coverage in 2010 far exceeded our expectations and showed us just how compelling the licensing story can be. We are very excited to be starting the media programme for Brand Licensing Europe 2011 and will continue to look at ways to increase the media exposure we can offer our exhibitors.”

Brand Licensing Europe is part of Braben’s thriving brand licensing portfolio, which also includes hit Cbeebies show, Big and Small, and the UK’s largest children’s publisher, Egmont.

Matt Bourn, managing director, Braben: “Brand Licensing Europe sets the bar as the premier licensing event in Europe and Braben is delighted to be reappointed for 2011. We look forward to working with the Advanstar team and the BLE2011 exhibitors to continue raising awareness of the show and developing understanding of licensing amongst wider audiences.”