The Institute of Sales Promotion revealed its new identity as the Institute of Promotional Marketing at the ISP Awards last night.

The awards show, which took place on 26 May, 2010 at the London Hilton, Park Lane, is the last event to use the ISP name and logo.

Chairman of the Institute of Promotional Marketing, Clive Mishon, unveiled the new name and logo with a presentation which showed the various identities of the institute since it was founded in 1933 as the British Sales Promotion Association, ending with indoor fireworks.

Clive Mishon says the ISP’s new name better represents the wide range of marketing and communications activities the Institute’s members do.

He comments: “Changing our name from the Institute of Sales Promotion underlines the fact that promotions are about more than sales. Promotions are a part of the marketing communications industry, and not ‘apart’ from it.”

The book of the night was also distributed at the awards event with a list of all the winners and a copy of the June edition of the magazine inside which showed the new name of Promotional Marketing.