Ipex organiser Informa has rebranded its biennial Northprint show as part of a plan to broaden the appeal of the Harrogate event.

Not only will the North Print & Pack now encompass packaging and try to broaden its appeal to print buyers as well as printers, but the May 2013 show will feature working offset presses for the first time since 2007.

"Incorporating packaging into Northprint creates some real added value for exhibitors and visitors," said Informa Print Group director Trevor Crawford.

"There’s always been a lot of love out there for the show, but it’s a bit like marmite. We wanted to rebrand to encourage people to give it a second look."

Following the 2011 event, Informa had mulled moving the show from its spiritual home, but according to Crawford, research strongly indicated that it should remain in Harrogate.

As well as the presence of digital engines from a number of soon to be confirmed vendors, Printers Superstore will demonstrate a working Hans Gronhi press, with flexo presses from K2 International also on display.

Informa is targeting more than 125 exhibitors on the show floor, and has the ambitious target of 3,000 visitors across the show's three days, almost 30% up on 2011. In terms of floor space, it is aiming for around 3,000sqm, around 60% up on 2011, with approximately a third already booked.

As well as K2 and Printers Superstore, other confirmed exhibitors include Autobond, D&K, Duplo, Edale, IFS, Imprint Business Solutions, K2 International, MGI, Perfect Bindery Solutions, Renz, Technotrans, Terry Cooper Services and Tharsten.

The show will also feature a broader range of added value features under the ‘Knowledge Centre’ banner. As well as Printers Profit Zone, hosted by Nick Devine, there will be up to five other conference streams with sessions covering topics such as marketing, cross media, the environment and packaging opportunities where visitors will be able to gain valuable insights from industry experts and print buyers. The show will also be the venue for the 2013 PrintIT! Awards.

"Visitors need a return on their investment, of course they want to see working kit, but the content streams and strong seminar programme will make it a 'must come' event," said North Print & Pack sales manager Mary Buck.

Buck added that Informa was also looking at incorporating training elements into the show, potentially offering hands on training with certification.

The show’s new website went live this week, with visitor registration expected to begin in January.