Licensing Expo 2014

Magic of Motoring represented the Shell brand at 2014 Licensing Expo Las Vegas from 17th to 19th June. The event is considered the world’s largest licensing trade show and attracts top industry professionals from all over the globe.

Magic of Motoring officially launched Shell’s global consumer licensing programme to leverage the strength of the brand and explore new brand extensions outside of Shell’s core competencies.


Objectives for the show were to introduce the Shell brand to potential licensees from across the globe, to demonstrate how the Shell brand can add value to a broad range of products and to exhibit Shell’s heritage which opens up even more rich branding opportunities.

It was a show to network with the biggest and best names in licensing and raise awareness of Shell's modern and heritage licensing programs.

The show attracted 15,702 licensing professionals, 482 exhibiting companies and 120 journalists who covered news and events across the exhibition.

In order to demonstrate Shell’s rich history and stand out from the crowd, the Magic of Motoring team designed a full sized replica 1969 Shell Gas Station covering 800 square feet. Full sized replica petrol pumps were positioned in front of the petrol station, topped off with a 1965 Ford Mustang Fastback. These elements mirrored the look and style that the licensing programme aims to achieve.

The 800 sq ft Shell heritage stand attracted huge interest not only from attendees but also from other major brands who are keen to see how Magic of Motoring could help them to create innovative programs based on their brand's heritage.

The stand itself included:

- The Shell Heritage Art collection

Extensive meeting space

An array of officially licensed products

Shell Heritage merchandise and apparel

Heritage Shell advertisement show reels

The Magic of Motoring team dressed in period clothing

Shell’s presence at the show was promoted across various mediums. Magic of Motoring negotiated headline sponsorship within a brand new, 5000 square foot area – 'The Motorsports Café sponsored by Shell'.

As a result of the package secured by the Magic of Motoring team, the Shell brand gained additional exposure in:

- Show directory, with a full page advert – 15,000 units

- License Global Show Daily – Day 1 – 5000 units

- Day one Shell & TSBA preview featuring the Shell art collection

- Show planner headline sponsorship, callout to the Shell stands and a full rear page advert – 5000 units