At the launch party for the Canadian version of More, a magazine for women over 40, Transcontinental Media wanted to bring the interests of the publication's target readers to life. Mainstream advertisers Schick Intuition and Coty Canada stepped forward, setting up booths and providing, respectively, hand massages and perfume sampling. Lest anyone get the impression More's editorial would be dull and middle of the road, Transcontinental also brought in tattoo shop Black Line Studio to provide free tattoos. "We wanted to show our advertisers, clients and contributors who the new 40-plus woman really is," said Avra Goldenblatt, Transcontinental's director of communications and promotions.Actress Virginia Madsen, who graces the cover of the premier issue, was on hand for the festivities, along with More publisher Francine Tremblay and editor—in chief Linda Lewis. Absolutely Flowers filled the nooks and crannies of the Fermenting Cellar with potted plants and floral arrangements to reflect the spring decor motif. Amazing Food Service provided scrumptious, elegantly displayed appetizers, including margarita parmesan crackers topped with herb marinated bocconcini and red grape tomatoes; mushroom duxelle in a cheddar cup; and Benedictine blue cheese mousse on toasted brioche with roasted fresh pear. Amazing also supplied a food station, a chocolate bar, and an ice cream stand.
After dinner, Yorkdale Shopping Centre put on a fashion show and invited guests to visit a swag lounge to select sponsor-provided giveaways such as CDs, cereal samples, and mini Kleenex boxes.
—Robyn Small
Posted 04.05.07
Photos: BizBash.TO
After dinner, Yorkdale Shopping Centre put on a fashion show and invited guests to visit a swag lounge to select sponsor-provided giveaways such as CDs, cereal samples, and mini Kleenex boxes.
—Robyn Small
Posted 04.05.07
Photos: BizBash.TO
Flowers from Absolutely Flowers hung from the ceiling of the Fermenting Cellar for Transcontinental's launch party for More magazine.
Amazing Food Services passed herb chevre mousse and cherry tomato in phyllo cups on white platters with fresh roses for decoration.
A large poster of the premier magazine cover hung from the ceiling.
A bamboo trellis with satin fabric and abstract blooms decorated the Schick Intuition hand massage station.
Yukon Tents and Event Rentals supplied lounge furnishings for the Black Line Studio tattoo parlour.
Amazing also served herb roasted mini new potatoes with saffron aioli and salmon roe.
Coty's scent station featured a fragrance display.
Bright blue pots filled with colourful seasonal flowers accented square high brown wooden cocktail tables.
