INDUSTRY BRIEFINGS
[ TRAVEL GREEN FOR IBC ] ALL ABOARD THE GREEN LINE
I f you’re heading to IBC in September and want to make your travel more sustainable, and infinitely more fun, we recommend checking out The Green Line: a networking event aboard the Eurostar bound for Amsterdam with drinks, music, talks and even a pub quiz. The initiative is now in its third year, but the idea was kindled back in 2022, co-founder Neil Howman tells us, “on the last day of IBC 2022 with the travel debacle at Schiphol airport, when the whole operation there completely collapsed,” he recalls. “Many people who experienced it started to think ‘there must be a better way of doing this’. I certainly did.” Avoiding airport chaos aside, a key goal of The Green Line project was to help highlight the carbon footprint of major trade shows like IBC, which see tens of thousands of attendees flying in from across the globe. As one of the most sustainable ways to travel, the Eurostar was a clear solution: the journey from London to Amsterdam emits 80% less carbon than the equivalent short-haul flight. “The Green Line was an opportunity to ‘gently’ suggest a low-carbon, enjoyable alternative way of travelling, with the additional attraction of being able to network and socialise with fellow IBC attendees. Creating a sense of community is a very important part of it,” explains Neil. It was an instant hit with IBC-goers, fully booked from its debut trip and attracting a broad mix of professionals from across the M&E industry. “What’s been so energising has been the range of ideas that people have brought to the table,” he enthuses. “We came very close to running a second carriage last year, and hope this will become a reality in future. We’ve also had discussions about partners running pre-IBC press briefings (we always have a healthy press contingent joining us) and initiatives to offer low-cost travel to younger people looking to enter the industry – an initiative particularly close to my heart. I am always interested to hear from people and explore new ideas, so please get in touch!” That appetite reflects a broader shift – albeit an uneven one – across the industry.
“Environmental and sustainability issues have certainly become more prominent over the past five to ten years, and many individuals, companies and organisations like Greening of Streaming and MTSS are doing great work to keep these issues in the spotlight and move initiatives forward,” Neil says. “Yet, for a variety of reasons, the picture remains patchy and it’s still quite a difficult conversation to have with some.” Support from the show and its venue, however, has been enthusiastic. “IBC itself – especially Jo Mayer and her team – has been supportive of The Green Line and I’m very grateful for this. This is also true of RAI Amsterdam, which has sustainability/ corporate social responsibility manager Hanna Rentmeester. Hanna came over from Amsterdam to London to join us on the first Green Line in 2024 with a view to promoting similar journeys to other events at RAI Amsterdam.” Neil has ambitions to take over the whole train one day, allowing The Green Line to host a full quarter-mile of panels, briefings, networking, bands, wine tasting, speed dating, DJs and quizzes up and down the corridors. “More realistically, I’d love to add the second carriage and lay on a Green Line train two days before the start of the show as well,” he adds. There’s also a goal of bringing new talent into the fold: “I’m also interested in looking at how we encourage the next generation who are entering or thinking about entering the industry. I think The Green Line could be a great ‘curtain-raiser’ experience to IBC for these guys.” For those thinking of hopping on board this year, Neil promises ‘something for everyone‘ on the ride, with plenty of time to socialise, network and relax. Expect mellow jazz from LDN2BTN, soothing piano, possibly a DJ or two, and the much-enjoyed pub quiz. “If you want to join a carriage of fellow IBC attendees in an informal and relaxed setting, while keeping your carbon footprint as low as possible, then The Green Line could be for you!” sums up Neil. This year’s Green Line leaves London St Pancras at 11.04am on 10 September. More at decodetv.com/the-green-line-2026
FULL STEAM AHEAD As part of The Green Line initiative, there will be entertainment to enjoy such as an onboard DJ
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