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EMA Helps GLM Rebrand New York International Gift Fair

Following a three-year strategic reorganization, the New York International Gift Fair (NYIGF®) will introduce a revitalized new brand identity at the August 2013 show in New York City. Eric Mower + Associates helped GLM transform the show from NYIGF to “NY NOW, the Market for Home & Lifestyle,” which will feature four new comprehensive market collections and a dynamic new exhibit floor layout.

EMA created the NY NOW brand identity to position the show as the defining marketplace for fashion-forward and design-driven home, gift and lifestyle resources. The new brand conveys the energy of New York City, communicates an imperative to participate, and helps redefine the market and its offerings.

“The show has grown to represent more than just a ‘gift’ market,” said Tim Greene, senior partner at EMA. “With the new breadth of exhibitors and products, NY NOW better represents everything the event has to offer and officially marks its evolution in becoming the premier market for home and lifestyle goods.”

EMA provided marketing strategy, print and online advertising, direct marketing and onsite signage. To redesign the look of the show, EMA’s creative team used fresh pops of orange, red, green, blue and purple in NY NOW’s new logo and branding materials. EMA’s digital team incorporated this look into the event’s website, social media sites and “100 Days of Design” blog, which highlights show, exhibitor and product news. A high-energy video showcases new elements of the brand.

“NY NOW will serve as a great ‘umbrella’ brand for the market,” said Christian Falkenberg, NY NOW director and GLM vice president. “It is an all-encompassing name that is reflective of our 400+ product categories. EMA brought to life exactly what we were trying to capture.”

NY NOW’s 2,800 exhibitors will be organized into four newly defined market categories: “HOME,” “LIFESTYLE,” “HANDMADE” and “NEW!” The collections include home furnishings, textiles, housewares, giftware, personal care, stationery, fashion accessories and children’s products. NY NOW will also feature numerous handmade and cross-category products.

GLM, originally known as George Little Management, specializes in tradeshow and event production and has worked with EMA to produce the bi-annual NYIGF since 2001.

The market’s multi-phase evolution has encompassed seven distinct organizational phases, incorporating both temporary and permanent floor plan changes, which have been aligned with Javits Center renovations. These changes have included: the reorganization of Handmade into two distinct collections of handcrafted merchandise; the launch of the juried Baby & Child division; the return of the New York’s Newest division; and the incorporation of the Gourmet Housewares Show® into the summer market.

About Mower

Mower is a digitally integrated independent marketing, advertising and public relations agency with professionals in New York City, Atlanta, Boston, Charlotte, N.C., Cincinnati, and Buffalo, Rochester, Albany and Syracuse, N.Y. Mower delivers strategic insights and counsel, digital solutions, smart creative and award-winning results to clients in a wide range of industries and service sectors. It has earned top industry accolades from Clio, Cannes and ANA B2 awards and is the only full-service agency ranked in Ad Age, B2B Marketing, PRWeek and Chief Marketer. Mower is part of two global agency networks—thenetworkone and IPREX—as well as the 4A’s.