Travel retail and brand experience specialist Blackjack Promotions has rebranded to ABM Experience Solutions (AX), furthering its integration into the ABM brand.
The transition brings together Blackjack’s 30-year heritage in people-led, experiential marketing with the operational scale and infrastructure of ABM, a leading provider of engineering and infrastructure solutions.
With Blackjack Promotions having been part of ABM for over a decade, the integration strengthens ABM’s ability to deliver connected experiences across industries at a “pivotal moment of growth”.
Building on Blackjack’s 30-year legacy in staffing and experiential marketing in travel retail, ABM Experience Solutions will serve as a dedicated platform for delivering creative, people-focused experiences that connect brands with travellers and consumers across the UK and Ireland.
According to the company, the integration aims to address increased expectations with operators and brands demanding greater assurance around compliance, governance and sustainability, alongside measurable social value. In parallel, it aims to meet the needs of clients who are seeking the stability and long-term partnership strength required to navigate a complex and fast-changing commercial landscape, the company said.
As ABM Experience Solutions, the company will combine the creativity and consultancy ethos of a boutique specialist with the scale, governance and sustainability credentials of a multinational enterprise.
The ABM Experience Solutions offer is structured around four key pillars:
- People: Expert staffing and ambassador deployment, delivering brand-aligned service and engagement.
- Experiential: Design and delivery of immersive, brand-enhancing environments – from temporary pop-ups to long-term activations.
- Learning & Development: End-to-end training programmes to shape capable, confident teams that embody client values.
- Service design & Consultancy: Strategic advisory on service journeys, workforce planning and customer experience optimisation.
The brand will adopt a new AX wordmark to represent the specialised human experiences it delivers. Blackjack’s signature monochrome aesthetic will be replaced by ABM’s electric blue, orange and purple colour palette, aligning with the company’s refreshed identity and brand platform, ‘Driving possibility, together’.
The transition to ABM Experience Solutions represents a strategic step forward in ABM’s ‘One ABM’ approach, creating a unified brand platform that fosters greater innovation, collaboration and operational excellence.
The official launch of ABM Experience Solutions is set for this month.
“This brand integration is about more than a name change, it’s about unlocking opportunity,” said ABM UK & Ireland Senior Vice President & President Richard Sykes. “Since its founding in 1995, Blackjack Promotions has built a reputation for creativity and excellence.
“By bringing that legacy under ABM through the ABM Experience Solutions offering, we’re strengthening our UK and Ireland offering and creating a platform for future growth internationally – expanding ABM’s reach into new sectors and experiences.”
ABM Retail & Brand Director Leanne Nutter added: “This move is about combining the best of both worlds. Our clients value the creativity, flexibility and personal service that have defined Blackjack Promotions.
“Now, we’re able to pair that with the stability, compliance and global reach that come with being part of ABM. It’s an exciting next chapter – one that strengthens our position for the future.”
“The ABM Experience Solutions offering and capabilities of this specialised team reflects how our brand continues to grow beyond traditional facility service delivery,” commented ABM Chief Marketing Officer Cary Bainbridge.
“As a multinational organisation, we’re investing in solutions that create genuine connection – between people, places and possibilities. By evolving Blackjack Promotions into ABM, we’re building on a proven foundation of creativity and expanding it across sectors to help clients elevate the guest experience in every environment.” ✈
30 years of Blackjack Promotions1995-2004 Blackjack Promotions was founded in 1995. It ran BAA’s ‘Shop and Collect’ service and delivered vibrant seasonal campaigns. The team pioneered in-lounge activations with major tech brands, such as Samsung and T-Mobile, helping to redefine how passengers interacted with brands while travelling. 2005-2014 A decade of growth and innovation saw the company become founding members of the Airport Promotion Agencies and launch Adwalker wearable screens. Following the 2008 financial crisis, the business sharpened its focus on travel retail, partnering with World Duty Free on award-winning ‘Contentainment’ activations and delivering major campaigns during the Olympic Games. The company’s acquisition by ABM in 2013 marked the beginning of its international expansion and integration into a global network. 2015-2025 Blackjack evolved into a diversified, tech-driven business – expanding internationally, investing in logistics and adapting during the pandemic to support the NHS and testing efforts. Recent years have seen award-winning campaigns, the launch of the Make a Difference initiative and Retail Artistry Academy, and pioneering work in AR and personalised retail. With continued growth and deeper alignment under the ABM brand, Blackjack – now ABM Experience Solutions – begins a new chapter. |
