Britain's biggest consumer exhibition is to be renamed The Motor Show Live and the Society of Motor Manufacturers and Traders, which organises the biennial show, is in negotiations with The Sunday Times to become the main sponsor in a £1m deal. The Daily Telegraph has backed it since 1996.
The SMMT hopes next year's show, which has been shifted from its traditional October slot to May, will attract up to 700,000 visitors, 40% more than last year.
The revamped show will feature a driving school, a 5,000-seat arena and more opportunities for consumers to drive their favourite cars.
The communications strategy is being developed by start-up agency Blend.
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