Blackjack Promotions, a leader in travel retail staffing and experiential marketing, is rebranding to ABM at a pivotal moment of growth. The move consolidates Blackjack’s 30-year legacy under ABM’s enterprise brand, creating ABM Experience Solutions (AX), a dedicated platform for delivering creative, human-centred experiences across industries in the UK and Ireland.

The rebrand aims to combine the agility, creativity, and consultancy spirit of a boutique specialist with the operational strength, governance, and sustainability credentials of a multinational enterprise. This alignment responds to rising client expectations for compliance, resilience, and demonstrable social value, particularly in the dynamic travel retail market.

ABM Experience Solutions will focus on four key pillars: People, providing expert staffing and ambassador deployment; Experiential, designing immersive brand activations; Learning & Development, shaping capable teams aligned with client values; and Service Design & Consultancy, offering strategic advisory on customer experience and workforce planning.

Richard Sykes, Senior Vice President & President, ABM UK & Ireland, said: “This brand integration is about unlocking opportunity. By bringing Blackjack’s legacy under ABM, we’re creating a platform for growth and expanding into new sectors and experiences.” Leanne Nutter, Retail & Brand Director, highlighted the combination of creativity and flexibility with stability and compliance as central to the rebrand.

Visually, the new ABM Experience Solutions identity introduces the AX wordmark and replaces Blackjack’s monochrome palette with ABM’s electric blue, dynamic orange, and presence purple, reflecting the company’s repositioned brand platform, “Driving possibility, together.”

Founded in 1995 and acquired by ABM in 2013, Blackjack Promotions has grown across 20+ UK airports, connecting people and brands while pioneering experiential marketing. The transition underlines ABM’s “One ABM” approach, ensuring continuity for existing clients while enabling innovation and collaboration. The official launch of ABM Experience Solutions will take place in November 2025.

Discover how ABM Experience Solutions is transforming experiential engagement and redefining customer experiences across the UK and Ireland.