The scheme is a direct response to the withdrawal of Heidelberg and HP and Agfa's separate decisions to not exhibit at the show in two years time.

Informa Exhibitions managing director Peter Hall said that while the initiative is a first for Ipex, it’s a tried and tested model for Informa’s other events.

"It’s about trying to create a VIP experience for the most senior people and helps increase their ROI of attending," said Hall. "It’s proven to be a very successful format in other communities."

One of the goals of the tiered VIP scheme is to not only help increase the total volume of visitors from the 2010 show’s  95,000, but also increase the international footfall, from 48% in 2010 to around 55% in 2014.

The bulk of the £1m investment will be centred on inviting up to 1,000 leading buyers of printing kit to the show and organising and paying for their travel and accommodation. The VIP attendees will be chosen from Informa’s database of previous attendees as well as nominations from exhibitors and international trade associations and media.

"It’s not about the money, because let’s be honest these guys can afford to come to the show. But if we give them a really persuasive set of reasons to come along and at the same time we take away all of the logistic issues associated with coming then I think we can pretty much guarantee their attendance," said Informa print group director and Ipex event director Trevor Crawford.

"There’s also no doubt that if people know that the leading lights of the global industry are going to be at Ipex 2014, then it will filter down and people will realise ‘if it’s good for them, then it must be good for me’ to attend."

As part of the programme VIP attendees will benefit from other content led features, a pre-arranged diary facility, a VIP reception and dedicated lounge.

Informa is also investigating the possibility of running a Global Print Summit conference, targeting printers as well as buyers and creatives, alongside the show.

"The industry is changing and the chances are that Ipex 2014 may look very different to Ipex 2010, not in terms of footprint, but in terms of what people bring to the show and it’s look and feel. Of course there will be kit, but exhibitors, as well us, have to rise to the challenge and think about how we show applications to engage with visitors."

Crawford used yesterday’s press conference, held at Cross Media 2012, to highlight that 65% of the available floor space at Excel is already confirmed under contract.

This article originally appeared at printweek.com