Clarion's 1m bid to save the show

LONDON Motor Show organiser Clarion is spending 1 million on a "creative director" to breathe life into the beleaguered event.

In what it describes as a "decisive move to change dramatically the style and appeal of the Earl's Court showcase," Clarion Events has made Tim Pyne who worked on London Fashion Week and the Ideal Home Exhibition the show's first creative director.

At the heart of the "new look" will be facilities to try the cars, with driving courses outside the Earl's Court building allowing visitors to get behind the wheels of new models.

Supported by a much boosted budget, Pyne's company has started on a series of attractions for the October show to broaden its appeal and, say the organisers, bring the format into the 21st century.

"The market place for motor shows is changing just as fast as that for car sales," says London Motor Show director Mark Saunders. "We plan to move up a gear to give visitors a whole new experience based on a motoring show rather than a motor show."

A qualified architect, Pyne has been asked to design and develop interactive features that will let visitors "take part" in the show, he says.

"My team have come up with plenty of ideas that will animate the London Motor Show and make it a memorable experience for visitors," he claimed.

"I'm working on exhibits based on themes like car fashions, driving music and the romance of the car, that will breathe new life into the show, adding a touch of humour and appealing to a wide audience."

The organisers must be praying that it works.

Companies who have already decided not to appear include VW, Audi, Seat, Skoda, Toyota, Mercedes-Benz and BMW.

BMW spokesman Chris Willows said: "We decided that there are better ways to spend the money. In marketing terms, it's like using a blunderbuss, whereas direct mail or the internet is more precise and cost effective."

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