Getting Overseas Visitors to New York Toy Fair
Toy Industry Association of North America has held an international toy fair for over 100 years in New York. However when it comes to attracting overseas visitors, it has lots of competition from other shows such as Nuremburg Toy Fair.
We needed to help keep New York Toy Fair distinctive and relevant to audiences outside the US so they would visit.
We’ve done this through a mix of intensive overseas media relations across 5 five target territories, plus partnerships with a variety of toy industry bodies. This plus our ‘on the ground presence’ at key European industry gatherings has ensured a constant flow of buzz in European media during the build up to the February show. As a result international interest and attendance at the Fair has increased year on year.
There was a 13% rise in international attendance from 2010 to 2011 and international coverage increased by 68%.