NEW YORK — The three shows taking place at the Las Vegas Convention Center from May 30 to June 3 —AGTA GemFair Las Vegas, Las Vegas Antique Jewelry and Watch Show and PREMIER — announced the launch of their joint marketing campaign, The Collective.
In an effort to maximize the strength of the three shows, to highlight the benefits of exhibiting at LVCC, and to create a cohesive message to their buyer base that the LVCC is a destination venue during Market Week,
The shows’ organizers will place ads promoting the “Reimagining the Market Week Experience” message in various publications, across social media platforms and in targeted online initiatives, according to a press release. The goals are “to maximize the strength of the three shows, to highlight the benefits of exhibiting at LVCC, and to create a cohesive message to their buyer base that the LVCC is a destination venue during Market Week.”
“We felt that it was imperative to have a consistent message with which we can promote the LVCC as a whole,” said Douglas K. Hucker, CEO of American Gem Trade Association. “By establishing ‘The Collective,’ we are conveying to retailers and designers that the LVCC is a comprehensive, one-stop-shop venue for all of their buying needs, and we are reiterating the message that our three, co-located shows are collectively creating a powerful shift in the landscape of Las Vegas Market Week.”
Drew Lawsky, show director of PREMIER and the JA New York Shows, added, “‘The Collective’ is representative of our three compelling events, as well as the strength of our on- going partnership. AGTA GemFair Las Vegas has been a pinnacle event in Las Vegas since Market Week was first established, and the Las Vegas Antique Jewelry and Watch Show has been drawing a robust crowd of motivated buyers for the past 25 years. PREMIER’s partnership with these mainstay events provides retailers with additional access to designers, brands and manufacturers that can round out their buying needs, and we are thrilled to present our unified message to our existing and prospective retail partners.”
Katrina Canady, show manager for U.S. Antique Shows, said, “‘The Collective’ highlights the unique position of the LVCC within the overall Las Vegas Market Week experience. Most of our vendors have been exhibiting with us for all 25 years that we’ve been in Las Vegas, and they’re delighted to be joined by these two incredible events. They see a lot of synergy with AGTA GemFair Las Vegas vendors, and they’re confident that PREMIER’s exhibitors will showcase complementary products that are integral to their retailers’ buying needs.”
While each of the three shows will also market their events individually, the “1 Badge, 1 Hall, 3 Shows” message will remain consistent throughout their respective promotional campaigns. A landing page, www.TheCollectiveLasVegas.com, will provide a centralized registration portal, as well as re-direct links to the registration pages of each of the three independent events. In addition to promoting the LVCC as a destination venue, the campaign also highlights the more affordable price point exhibitors can take advantage of, as well as the exceptional customer service that both buyers and exhibitors can expect.