'File 29/28 British Industrial Fair' [‎224v] (448/512)

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3. —Trades Exhibiting.
The trades which will participate are shown in Appendix A. The lighter industries will exhibit
in London, while the Engineering and Hardware Section will be organised, as usual, at Birmingham
by the Chamber of Commerce in collaboration with the Department.
Special Textile Display.
There will be a major display by the textile industry at Earls Court and Overseas Officers are
asked to stress this most important feature to business men interested in this industry. This display
of textile products will almost certainly prove to be the finest ever staged in Britain.
Civil Engineering Contractors Plant.
At Castle Bromwich the addition of a considerable area in the open air section will accommodate
a special display of civil engineering contractors plant.
4. —Attendance at the 1950 Fair.
The attendance of overseas buyers reached the record of 19,005; details of attendance from
individual countries are shown in Appendix B. Of this total, 3,434 visited the Birmingham section of
the Fair.
Home Buyers and the public also attended in considerable numbers:—
London. Birmingham.
Home Buyers ... ... ... ••• ••• ••• 76,072 37,030
Public (Limited Admission) including Work Parties ... 32,611 69,429
5. —Visas, Travel Concessions, and Accommodation.
Free visas will again be available to British Industries Fair visitors. Certain travel concessions
may be available to visitors from Europe; detailed information will follow where concessions are
secured.
Exceptional numbers of overseas visitors are expected to visit Britain in Festival Year and
businessmen wishing to attend B.I.F. should make early reservations of travel and hotel accommoda
tion. IN LONDON the London Hotel Information Service (47, Leicester Square, S.W.l; ’phone
Whitehall 4813) will help visitors who have difficulty in finding accommodation. IN BIRMINGHAM
the Chamber of Commerce has appointed an Accommodation Officer who has a record of all
Birmingham hotels, boarding establishments and private houses, with rooms at varying rates available
for visitors; enquiries should be addressed to the Accommodation Officer, Birmingham Chamber of
Commerce, 95, New Street, Birmingham, England. During the Fair application may also be made
to the Accommodation Officer, B.I.F. Service Centre, Castle Bromwich, Birmingham.
ADVANCE INFORMATION AND PUBLICITY.
The record attendance in 1950 reflects the efforts made by Overseas Officers to bring the
Fair to the notice of business men in their territories and we again ask Officers for their energetic
support in making B.I.F. in Festival Year an outstanding success. References to the Fair in
speeches, interviews, broadcasts and correspondence help to make it known; the most valuable
publicity and often the most difficult to obtain is that which attracts attention to the Fair in time
for intending visitors to make travel arrangements.
6. —B.I.F. Symbol.
In 1951, the gear wheel will again be the symbol of B.I.F. and line drawings of the design will be
sent to Overseas Officers. The design is not copyright and its use should be encouraged wherever
possible.
7. —Press Advertising Campaign.
(i) The campaign wall consist of at least one main advertisement in 30 languages and 120 sizes
which will be inserted several times in more than 1,000 national and specialised publications of
63 territories. To conduct a world-wide campaign economically, a large measure of uniformity is
inevitable, and local variations in advertising are difficult to arrange.
(ii) Organization. Advertisement layouts and matrices are prepared by an advertising agency An office of the East India Company and, later, of the British Raj, headed by an agent.
under the direction of the Department. British Export Trade Advertising Corporation make contracts
for advertising space, despatch matrices to the Press overseas, collect voucher copies after publication
and submit accounts for payment by the Treasury. By using the services of B.E.'I.A.C. we save
foreign currency on agency An office of the East India Company and, later, of the British Raj, headed by an agent. fees, but in a few special cases B.E.T.A.C. appoint sub-agents who are
approved by the Posts concerned.
(iii) Schedules of Media. In October, Commercial Diplomatic Officers and Trade Commissioners
at the main Posts concerned will be sent preliminary schedules of publications in which it is proposed
to insert B.I.F. advertisements. Copies of the schedules will be sent to the horeign Office and
Commonwealth Relations Office for transmission to Information Officers. Any changes which
Posts wish to make to these schedules should be notified by airmail. The final schedules will be sent
to Commercial Diplomatic Officers, Trade Commissioners and Information Officers at the main Posts.