Traditionally the realm of printers, the 2008 show will welcome professionals from a wide range of sectors covering everything from leisure to education, retail to corporate inplants.

The banner 'solutions for the short-run print market' reflects, according to IIR, the show's evolution.

"There has to be a complete shift of focus and Total Print! Expo is leading the way," said IIR event director Richard Gayle.

"The exhibition is a natural evolution of Digital Print World (DPW) and will run the gamut from design to mailroom with every step in between. The spotlight will be on the production of added-value creative solutions and end products and the role technology plays in the process."

Heidelberg's presence marks the first time an offset printer has appeared at the show and crowns its rebrand to Total Print! Expo.

George Clarke, UK managing director of the German manufacturing giant, said the company's presence heralded the end of the debate on digital versus offset.

"We've got the message across about how our Anicolour is a real alternative to digital and can deliver cost effective, high quality prints on short runs," he said.

Fujifilm is also exhibiting for the first time at the exhibition. Marketing director Graham Leeson said: "The show represents a perfect opportunity for us to demonstrate our growing range of solutions for short-run printing and bring a few of the unique digital technologies we were showing at Drupa to the UK."