Many tradeshows and industry events cancelled in the wake of Sept. 11, and most of those that didn't saw declining attendance and little press coverage. So how did the fourth
annual Chocolate Show, held in New York City, exceed all attendance and PR expectations (aside from the obvious fact that it's the only tradeshow offering attendees a serious fix
for a sweet tooth)? Perseverance.
Following the terrorist attacks, a number of French exhibitors pulled out of the event, and show organizers seriously considered calling it off. But in response to Mayor
Giuliani's call to support New York, organizers decided to forge ahead.
Teuwen One Image, the PR agency behind the show, realized it had a safety net in the fact that the country was turning to "comfort foods" in the wake of the attacks. "After
all, isn't chocolate the ultimate comfort food?" says Philip Ruskin, VP marketing for TOI. The PR agency was able to land a deluge of media attendees, translating to widespread
coverage and increased attendance.
The show ended up garnering more than 150 television hits and more than 100 press clippings - not to mention 20,000 paying attendees. Ah, the power of chocolate.
(Ruskin, 212/244-0622, ext. 14)