Blackjack Promotions Begins Next Chapter as ABM Experience Solutions

Brand integration combines creative expertise with the scale and stability of a multinational integrated facility solutions partner

Blackjack Promotions, the UK’s leading staffing, travel retail and experiential agency, today announced its transition to the ABM brand. Blackjack’s specialised creative and human-centred capabilities will be delivered through a new ABM Experience Solutions (AX) offering, in support of its growth and reinforcing its position as the partner of choice in travel retail.

Having been part of ABM – one of the world’s leading providers of facility, engineering, and infrastructure solutions – for more than a decade, Blackjack Promotions is rebranding to ABM at a pivotal moment of growth. The approach strengthens ABM’s ability to deliver creative, human-centred experiences across industries.

Building on Blackjack’s 30-year legacy as a leader in travel retail staffing and experiential marketing, ABM’s Experience Solutions offering will serve as a dedicated platform for delivering creative, human-centred experiences that connect brands with customers across the UK and Ireland.

This next phase of alignment builds on an already strong market position — ensuring ABM continues to set the standard for excellence in human experience. Customers will benefit from the creativity and consultancy spirit of a boutique specialist, backed by the operational strength and scale of a multinational enterprise.

The move reflects a dynamic travel retail market in which expectations of partners and suppliers are rising sharply. Businesses now demand higher levels of compliance and assurance in staffing, alongside proven sustainability credentials and demonstrable social value. At the same time, clients are seeking stability and resilience in an ever-evolving landscape shaped by shifting regulations, global competition, and changing consumer behaviour.

By integrating Blackjack Promotions fully into the enterprise brand, ABM is reinforcing its leadership in this space — combining agility and creativity with the governance and sustainability excellence of an organisation to strengthen its position for the future.

“This brand integration is about more than a name change — it’s about unlocking opportunity,” said Richard Sykes, Senior Vice President & President, ABM UK & Ireland. “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 (AX), 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.”

“This move is about combining the best of both worlds,” said Leanne Nutter, Retail & Brand Director, ABM. “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 newly branded offering will feature a wordmark symbol, AX, to depict the specialised human experiences the team will be designing and delivering to clients and their consumers. The familiar monochrome palette of Blackjack Promotions will be exchanged for ABM’s electric blue, dynamic orange and presence purple, which is widely associated with ABM. The change aligns with ABM’s repositioned brand platform, “Driving possibility, together,” and reflects the company’s evolution as a purpose-driven, data-enabled solutions partner. Through the ABM Experience Solutions offering, ABM will integrate creative and experiential expertise into its broader suite of services, further elevating the way people experience spaces — from the journey through an airport to the atmosphere of a world-class event.

“The ABM Experience Solutions offering and capabilities of this specialised team reflects how our brand continues to grow beyond traditional facility service delivery,” said Cary Bainbridge, Chief Marketing Officer, ABM. “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.”

Founded in 1995, Blackjack Promotions quickly established itself as a pioneer in travel retail staffing and experiential marketing, growing to become one of the UK’s leading providers. The business was acquired by ABM in 2013, giving it the backing of an international facilities and aviation services leader while allowing it to expand its footprint across 20+ UK airports and build a strong reputation for connecting people and brands.

The transition underlines the company’s “One ABM” approach, ensuring continuity for existing clients while enabling greater innovation and collaboration. The official launch of ABM Experience Solutions offering will take place in November 2025.

Source: ABM Experience Solutions

  ABM, ABM Experience Solutions, Blackjack Promotions, Branding, Rebrand