This Morning Live, which brings the ITV show to life over four days, is expanding this year with two new evening stage shows, as well as an additional stage.
Loose Women Late: Girls’ Night Out will mark the first time the lunchtime chat show is taking place away from its studio setting. The other night-time event is An Evening With The Speakmans, which stars This Morning’s behavioural experts Nik and Eva Speakman.
A new centre stage will feature This Morning presenters Phillip Schofield, Holly Willoughby, Eamonn Holmes and Ruth Langsford.
Sue Walton, executive producer and commercial executive at ITV Studios Daytime, told Campaign: "We have evolved this year’s show with the new evening events and the addition of the centre stage, offering our ticket holders more opportunities to get involved in panel sessions. We expect numbers for this year’s show to exceed the 30,000 visitors from last year."
Walton added that all ticket holders will get a seat at the centre stage, offering more opportunities for interaction and "bringing visitors closer to the show experience".
Brand experiences taking place at This Morning Live include Amazon, which is promoting its Fire Kids Edition with product demonstrations and photo opportunities.
The Body Shop is hosting a beauty room for gold ticket holders to receive beauty treatments, while it is offering skin consultations at its stand.
This Morning Live is taking place at NEC Birmingham from 16 to 19 May and is delivered by Media 10.