Well, ExCeL is certainly a boat show (OK, the ‘show’ bit has been missing since we went to ExCeL [but you know what I mean]).

But the Earls Court event, which began life as The Earls Court Boat Show, then became ‘a maritime event’, is now promoted as ‘a Christmas event’.

And Brooke is also on record as saying he rued the day they named it the Earls Court Boat Show because it will not be a boat show in the accepted sense.

Now the Southampton Boat Show is over, however, the show seems to be developing. It has set up a media partnership with IPC Marine Media that will see the show publicised across six of the company's key titles with ticket promotions, advertising and previews run in Yachting Monthly, Yachting World, Classic Boat, Practical Boat Owner, Motor Boats Monthly and Motor Boat and Yachting and on www.ybw.com in the run up to the show.

The ECBS team also claims to have created a unique opportunity, giving the public ownership of its own boat show with the Boat Show Club.

They say anyone with an interest in boating, yachting, diving, extreme watersports, rowing, and anything connected with the water can join its club and benefit from advantages and offers that include Fast Track entry, a 9-day ticket, club areas at the show and exclusive access to discounts.

Finally, BB now hears the Earls Court event has over 300 exhibitors. This information came from a source I respect.

So I called Brooke and asked him direct. He hesitated, then told me he had more than 300 exhibitors contracted. And, he added, since the cut-off date was announced they have still more potential exhibitors going through the contracts stage right now.

Game on, as they say.

OK, so they have just over half the exhibitors in the last Earls Court Boat Show, so it's not going to compete with ExCeL on level terms.

But Egham has either to hope all those Earls Court devotees will be completely underwhelmed when they get there. Or it has to come up with the best features and the best London Boat Show ever.

Matched by the most creative, best targeted and most compelling marketing campaign in history.

Or maybe James Brooke’s ‘difference in focus’ will be the salvation with two completely different shows running together the only option…