Make sure you are adding to the cell's contentView, [self.contentView addSubView:_crossLabel2];
and not the cell itself.
You will see when using Reveal and inspecting iOS7, that in a UITableViewCell UIKit has added/slipped in a UITableViewCellSCrollView above the cell view, so be careful with your insertSubview:belowSubview
calls.
Also from your screenshot of the OutlineView of Reveal, the 'LocationCell' view is greyed out, which means it is hidden.
Edit just for future reference:
In iOS 7 the new UITableViewCellScrollView has it's 'clipToBounds' property set. It's a hack but if you [self.contentView.superview setClipsToBounds:NO] . The superview is the UITableViewCellScrollView on iOS7 and the cell itself on iOS6