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EVENT REPORT

Holiday Press Preview Incorporates Interactive Brand Experiences

Photo: Katherine Holland

The third annual Rock-It Promotions Holiday Preview took place July 26 on the third floor of the Burroughes Building. With 6,000 square feet to work with, participating Rock-It clients each had an area to themselves, all of which were attended by a sales rep and styled like “huge pop-ups,” said Debra Goldblatt, president of Rock-It Promotions, who managed the event. About 80 members of the media attended the one-day event, up from 60 last year.

Each of the six branded areas was separate and distinct. Retailers like the Drake General Store and Mini Moche designed their areas to look like their downtown stores, while Electrolux brought in its large appliances to create an entire kitchen. Goldblatt said the pop-ups “give people a real experience of a brand. It makes it a really convenient experience for both the brand and the guests.”  

Each brand area also had an interactive element for guests. Sales representatives from Drake and Mini Moche gave customized tours of their pop-ups to visiting media, President’s Choice served mini cupcakes made in a new holiday product, professional stylists did guests’ hair at the Conair area, and Eatertainment director Sebastien Centner made crostini on an Electrolux induction stove top and passed out holiday recipes.  

Toben, Food by Design served a holiday breakfast with mini blueberry pancakes and lobster eggs Benedict. Guests received a gift bag with products from each brand.


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