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."
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.
