| EVENT REPORT 06.18.09 4:09 PM |
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| Baby on Board |
| For the second installment of the Product-n-Press Live gift fair, producers looked outside New York for participating brands and added a kid-friendly theme by bringing on a pregnant host. |
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The brainchild of Jono Productions and Shiraz Events, the Product-n-Press Live gift fair returned to Metropolitan Pavilion on Tuesday, doubling as a baby shower for the event's host, Ugly Betty actress Ana Ortiz. More than 100 editors and journalists from publications and outlets such as Good Morning America, People, and Vogue arrived during the afternoon to interview Ortiz and scout back-to-school and holiday items from more than 40 participating vendors, including Dooney & Burke, J.C. Penney, and Pier 1.
After a first outing for holiday press last autumn, Jono and Shiraz revisited the gift fair early this year to take advantage of both long- and short-lead press. The very pregnant Ortiz—past eight months on the day of the event—offered an excuse to showcase children's brands for back-to-school products in addition to holiday gifts for editors getting an early start. "Having a celebrity host helps, but something like [Ana's pregnancy] really helps define the event in attracting the media," said Jono Productions' Jono Waks. "Having vendors showcase back-to-school and kids' products works for the short-lead element right now. There are fewer and fewer long-lead publications these days." |
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PHOTO GALLERY |
 | At eight months pregnant, Ugly Betty actress Ana Ortiz spoke with reporters about products she'll be using as a new mother.
Photo: John Minchillo for BizBash |
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 | Each attendee had the opportunity to interview Ana Ortiz and then peruse each of the booths to fill up bags provided by Pier 1.
Photo: John Minchillo for BizBash |
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 | New York and Brussels restaurant mini chain Rouge Tomate bought one of the vendor booths and supplied some of the event's catering.
Photo: John Minchillo for BizBash |
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 | The weather-weary New York crowd seemed particularly interested in the booth from umbrella maker Davek Accessories.
Photo: John Minchillo for BizBash |
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 | Product-n-Press brought on international vendors as well, such as U.K.-based Divine Chocolates.
Photo: John Minchillo for BizBash |
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Finding brands who wanted to participate in the gift fair was the task of Shiraz president Shai Tertner, who looked outside of the New York market to find participants based in Colorado and Georgia. "The tremendous benefit here is to brands that aren't based in New York," said Tertner. "The more this fair grows, the more this is for people who can't just run out for lunch with a journalist or fly in a brand ambassador. Who can afford to do that on their own?"
Participating brands didn't even need to send brand representatives to the gift fair. Jono Productions and Shiraz Events offered on-site staffing, and each exhibitor also received three pages of content in an online catalog that lasts three months past the event. By then, fair producers hope vendors will have already renegotiated their involvement. Another, more holiday-focused event is already planned for autumn.
—Michael O'Connell
RELATED TOPICS
Product-n-Press Live, Ana Ortiz, Dooney & Burke, J.C. Penney, Pier 1
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