Meet Shakespeare’s England brand launch set for International Confex

Shakespeare’s England, the Destination Management Organisation (DMO) for Warwickshire, is to launch its new ‘Meet Shakespeare’s England’ brand designed to promote business tourism and conferencing to the MICE market at International Confex, 1–2 March.

The DMO’s pitch is that the area combines the rich heritage of Shakespearian England with an easy to reach location and affordable conference and meeting rates.

In 2016 Shakespeare’s England set up a Business Tourism Group whose members have been working to support the initiative. These include Warwick Castle, Royal Shakespeare Company, Eden Hotel Collection, Birmingham Airport, Warwick District Council, Warwick Conferences, Q Hotels, Ardencote, Warwick Events and Warwick Racecourse.

The Group has also launched a LinkedIn business page and profile to further drive awareness of its business offering and will be hosting a fam trip for event planners, conference organisers and PA’s on 18 May with all of the ‘Meet Shakespeare’s England’ partners.

Helen Peters, chief executive at Shakespeare’s England, said: “With Shakespeare’s England moving into its fourth year of operation it seemed the right time to make it clear to the business travel community that we are not only there to promote leisure tourism. The introduction of the ‘Meet Shakespeare’s England’ Warwickshire brand underlines our commitment to this vital part of our role and supports our members already operating in this field.”

Katy MacVarish, sales & marketing manager at Ardencote, said: “Business tourism is Ardencote’s leading offer and we are pleased to have been part of bringing this brand to life. We feel that as a destination it represents our commitment to the meetings industry and will assist us in driving forward Warwickshire as a leading meetings destination.”

Suzanne Draper, business development manager at Eden Hotel Collection, added: “Eden Hotel Collection is delighted to be part of the Business Tourism Group working together to reach new audiences in the UK and long-term overseas, exhibit at key trade exhibitions and events, supporting a one-stop-shop to all meeting and events organisers, helping us to increase business and raising our profile putting Shakespeare’s England firmly on the map for business”.

For more information on Shakespeare’s England visit:

Register to attend International Confex at Olympia London: 

Paul Colston


Paul Colston

Managing Editor, Conference News & Conference & Meetings World.

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