Heating up the 2016 Winter Market
Issue: Emerald Expositions tasked Coyne with elevating the awareness of NY NOW, the Market for Home, Lifestyle + Gift, among trade and consumer media. As the industry’s most expansive marketplace event, NY NOW fills the Jacob K. Javits Center with over 2,400 exhibitors hailing from 80 countries across the globe, and more than 100,000 new and on-trend products throughout its three comprehensive Collections.
Idea: The team crafted a multi-tiered support plan that put NY NOW front and center with key trade and consumer media, as well as industry stakeholders before, during and after the Market’s doors closed. A strong trade media relations program included pre-market features and interviews that helped to drive awareness among the industry. Concerted efforts to introduce consumer outlets to this trade-only event led to increased attendance from this coveted media group and coverage for NY NOW in new outlets. Additionally, Coyne leveraged relationships with key journalists and influencers to secure participation from four influencers for NY NOW’s social media efforts including Maxwell Ryan of Apartment Therapy, Lindsey Beatty of Coastal Living, Lifestyle Expert Trae Bodge, and Marcus Lemonis of CNBC’s “The Profit” who also lent his voice to the NY NOW telemarketing efforts. Coyne was also tapped to bring an authentic taste of the Big Apple to the market to help enhance attendees’ overall market experience. Finally, Coyne spearheaded the development of a streamlined awards program for NY NOW that put a spotlight on the unique and exciting exhibitors on-site.
Impact: Coyne successfully increased YoY attendance goals, securing approximately 400 editorial press attendees with notable outlets. While on-site, Coyne facilitated nine interviews and meet-and-greets with key consumer trade media, including a WCBS-TV segment, as well as two live NY1 segments. As a result of the extensive communications campaign, the team secured 175+ placements, garnering over 35 million impressions in top-tier outlets.