The Need
Toy Fair New York is the industry’s most iconic global event.
Following several years of date disruption caused by COVID-19, its organisers, Toy Association, had to re-establish the event’s Q1 timing as a key moment in the international toy industry calendar and boost attendance from across the globe.
How We Helped
We devised a four-step international media strategy to reach and engage Toy Fair New York’s target audience via sources they trust:
- Establishing the team as industry thought leaders
To build brand trust and demonstrate Toy Association’s (and therefore, Toy Fair New York’s) crucial role in the international toy industry, we placed a series of thought leadership articles and interviews with its experts in publications in key markets.
- Maximising the show’s news to build anticipation
The world’s most iconic toy industry event provides plenty of natural news hooks. We used these updates to maximise media coverage, sharing news, sneak-peeks, and exclusive interviews designed to educate audiences about the event, build excitement, and drive visitor registrations.
- Creating more noise with a media delegation
We hosted a delegation of 10 top international journalists, offering them a VIP at-show experience to build relationships and boost coverage during and after the show.
- Boosting brand awareness with target ads
We supported our earned media work with an international advertising programme designed to boost reach in crucial international markets in the run-up to the show.
