Britain's Next Top Model Live organiser considers closer television tie-ins
by Annie Byrne
The organiser of Britain’s Next Top Model Live is looking to work more closely with the exhibition’s television namesake for next year’s edition.This year’s inaugural edition of the event, which brought over 30,000 visitors to Excel London from 22-24 October, featured a 45-minute catwalk show starring girls from the television programme and a performance by singer Diana Vickers.“We had the benefit of an advertising campaign running alongside the television programme on Sky,” MD of show organiser Media 10, Lee Newton, tells EN.“I hope that the live event and the TV show can work together much more closely next year," he added.Newton also pointed out the strength of the brand globally. The London show is the first time it has been used for a live event. “To launch the event, we used the television data collected over the years to guess what kind of show we could put on,” he said. “We saw that the people who watch the television programme are girls between 16 and 35, so we aimed for that audience.” Britain’s Next Top Model Live is one of three Media 10 events based on television brands, including Grand Designs Live and one which has yet to be announced.