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The National Conference Centre's (NEC) central location is attracting event organisers, it has been claimed.
According to organisers of the two-day Internet Retailing Expo (IRX), the Birmingham venue's location and the help it offers to smaller events were key reasons why it opted for the NEC.
Mark Pigou, show director of the IRX, added that he had been "really impressed by the attitude of the NEC in wanting to encourage new launch events".
Chris Hartley, head of new business at the NEC, said he was really pleased that IRX was being held at the venue.
"The NEC has a reputation for hosting some of the UK's leading exhibitions and our collaborative approach and venue platform has helped them grow and develop."
Earlier this month, it was reported that the NEC is due to host next year's Cycle Show.
Over the next few months, the NEC will host Dive 2010, Hobbycrafts, the Supreme Cat Show and Cruise Birmingham 2010.