'File 29/28 British Industrial Fair' [‎153v] (306/512)

2
who are interested in these industries, that this important co-ordinated demonstra
tion by the U.K. textile industries cannot be repeated annually on so comprehensive
a scale.
4 — Catalogue.
The final edition of the London and Birmingham catalogues will not be
available before the opening of the Fair. Every overseas visitor will be given a
copy, free of charge, on first presenting his business or invitation card at the
entrance, or on obtaining his admission badge. (For overseas distribution of the
advance edition see para. 10(1).)
5. — Attendance at the previous Fair (1948).
In comparison with the first post-war Fair of 1947 the attendance of overseas
trade buyers did not fall as much as was anticipated, and total attendance was
maintained high above the pre-war average. The figure of overseas visitors to
Birmingham does not include those who were first recorded in London.
Fair in London.
Overseas Buyers .. .. .. .. .. 12,505
Home Buyers .. .. .. .. .. 86,009
Public (Limited Admission) .. .. .. .. 74,734
Total 173,248
Engineering and Hardware Section — Birmingham.
Overseas Buyers .. .. .. .. .. 1,828
Home Buyers .. .. .. .. .. .. 21,288
Public .. .. .. .. •. .. .. 138,614
Total 161,730
6.— Visas, Travel Concessions, and Accommodation.
Free visas will again be available to B.I.F. visitors, but travel concessions may
not yet be possible. Detailed information will follow where concessions are secured.
Visitors should generally reserve hotel accommodation through the normal agencies,
and it cannot be over-emphasised that reservations should be made many weeks in
advance. The Department may be able to find accommodation for “ last minute ”
visitors if notified by telegraph, but this facility should be used by Overseas Officers
in exceptional cases only.
ORGANISATION OF ADVANCE INFORMATION AND PUBLICITY
OVERSEAS, 1949.
7 —General Appeal to Buyers.
The success of the Fair will depend primarily on the results of publicity
organised to attract trade buyers. The special work of Overseas Officers in stimu
lating interest by speeches, interviews, broadcasts and correspondence is of the
greatest value and has been attended by excellent results. In view of the particular
importance of the Fair during competitive years ahead it is earnestly requested that
this work should be renewed and, where possible, intensified. To assist in co
operation between the Department and Posts overseas some details are given
below of the methods by which the Department will initiate the publicity campaign,
and provide material for publication and distribution in all territories. In larger
Posts much of this information will be the particular concern of Information Depart
ments ; where necessary full details will follow by correspondence.
8—Press Advertising Campaign.
(i) The campaign will consist of at least one main advertisement produced in
30 languages and 120 sizes, for repeated insertion in more than 1,000 of the most
appropriate national and specialised publications of 63 territories, according to the
schedules approved by the main posts concerned.
(ii) Organisation. (Sub-agents ; space buying ; and despatch of matrices.)
The following detail of organisation is included for reference only in the event of
misunderstanding :—