ABM has rebranded Blackjack Promotions, the specialist staffing and marketing firm for airport operators in the UK and Ireland it acquired in 2013, as ABM Experience Solutions.
Founded in 1995, Blackjack Promotions quickly established itself as a pioneer in travel retail staffing and experiential marketing, and currently operates a client portfolio of 21 airports.
Its creative and human-centred capabilities will be delivered through the new ABM Experience Solutions (AX) offering, with the rebrand representing a strategic step in solidifying the global facilities services provider's guest experience capabilities.
[W]e’re strengthening our UK and Ireland expertise and creating a platform for future growth internationally — expanding ABM’s reach into new sectors and experiences.
Building on Blackjack Promotions’ 30-year legacy as a leader in travel retail staffing and experiential marketing, ABM Experience Solutions will become ABM’s dedicated platform for delivering creative, human-centred experiences that connect brands with customers across the UK and Ireland.
The move underscores ABM’s growing emphasis on the power of experience as a differentiator for its clients — from airports and venues to retail environments and commercial spaces — reflecting the company’s commitment to shaping real human moments that enhance brand connection and customer loyalty.
Richard Sykes, Senior Vice President & President of ABM UK & Ireland, comments: “This brand integration is about more than a name change — it’s about unlocking opportunity.
“Since its founding in 1995, Blackjack Promotions has built a reputation for creativity and excellence.
By integrating that legacy into the ABM brand, we’re strengthening our UK and Ireland expertise and creating a platform for future growth internationally — expanding ABM’s reach into new sectors and experiences.”
The new ABM Experience Solutions (AX) service offering pivots on four pillars, namely:
“This move is about combining the best of both worlds,” says 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 expertise with the stability, compliance, and multinational reach that come with being part of ABM.
It’s an exciting next chapter — one that strengthens our position for the future.”
The introduction of the ABM Experience Solutions offering aligns with ABM’s repositioned brand platform, “Driving possibility, together,” and reflects the company’s evolution as a purpose-driven, data-enabled solutions provider.
Through ABM Experience Solutions, ABM will integrate creative and interactive expertise into its broader suite of integrated solutions, further elevating the way people experience spaces — from the journey through an airport to the atmosphere of a world-class event.
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 our sectors to help clients elevate the guest experience in every environment.”
