NEW YORK–As New York Gift Week gets under way, show organizers and showroom buildings are putting their new marketing campaign, “New York Market: Built for Business” to work.
Gift Week is Jan. 31 to Feb. 7 and takes place at several venues.
Although show executives have long cooperated on certain show logistics, such as transportation between sites and combined directories, this new effort integrates individual marketing strategies to benefit both retailers and exhibitors.
“Our joint marketing efforts will better reflect New York City’s position as the greatest business-to-business city in the U.S.,” said Dorothy Belshaw, George Little Management’s senior vice president and director of the New York International Gift Fair, in a statement.
New marketing elements that support the NY Market partnership include a NY Market logo and the tagline “Built for Business.” These branding cues appear in advertisements placed by GLM and the showroom buildings, and are obvious throughout all cooperative marketing efforts.
The partners, which include GLM, 7 W New York, 230 Fifth Ave. and 41 Madison Ave., are co-sponsoring and offering transportation to several industrywide events, including an ice skating party at Rockefeller Center on Saturday, Feb. 2 ($25 covers entrance, rentals, hot chocolate and cookies rinkside, with complimentary transportation from 7 W New York) and the 16th anniversary Gift for Life party at Strata on Sunday, Feb. 3, from 6 to 10 p.m. (tickets start at $150 or $5,000 for a table of 10), among others.
“Travel Ambassadors” from 7 W New York will be posted at the Jacob K. Javits Convention Center and the Passenger Ship Terminal Piers, site of the Gift Fair, to help attendees navigate between venues and industry events. In addition to complimentary trolley and limo service, attendees are eligible for taxi rebates.
“We consider comfortable and enjoyable transportation to our building one of the most important amenities that we offer,” said Chris Collins, vice president and general manager of 7 W New York. — Allison Zisko
