BetsySmithWorldwide.com

BDNY 2011

Audience: Buyers and suppliers of FF&E for hospitality interiors
Items Produced: Print/Online Campaign

Following a successful launch in 2010, Boutique Design New York, an FF&E trade fair for the hospitality industry, was poised for growth in 2011. My job was to help make that happen, with a campaign that emphasized the caliber of product and the carefully edited mix of suppliers on the exhibit floor—two factors that distinguish BDNY from other industry shows.

When the publisher of Boutique Design, the magazine behind BDNY, said he wanted a “fashion-forward” campaign, the word couture popped into my head. Trend-setting creations … fresh looks from emerging designers … Design Week in New York … the parallels with BDNY were undeniable. “Boutique Couture” became the central message, design element (with a treatment that reminds me of models on a runway) and positioning statement for the 2011 event, which saw a 61% increase over 2010 registration.

Design: Jaime Smith

BDNY 2011 Image

POSTCARD EXCERPT:

See the latest looks in hospitality design.

The industry is buzzing about the sold-out 2nd annual Boutique Design New York: 200+ exhibitors (up 30% from last year), an emphasis on unique, high-end FF&E designs and an exciting lineup of events …

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EMAIL PROMOTION EXCERPT:

Subject Line: Celebrate design at two BDNY events

MIX. MINGLE. REPEAT.

Raise a glass with some of the most talented designers in the hospitality industry when you join us for two exclusive celebrations on BDNY weekend.

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AD EXCERPT:

BOUTIQUE COUTURE
The event that brought hospitality design back to New York returns this fall with a fashion-forward lineup of exhibitors and events

BDNY will once again showcase unique, trend-setting designs seldom seen at other FF&E trade fairs. See new introductions from 200 exhibitors—an edited mix of established suppliers and emerging vendors. Hear from trailblazers in hospitality design at the BDNY Educational Forum. And network with fellow designers at the opening kick-off party, the Boutique Design Awards celebration and other events on the show floor.

BDNY 2011 Image 3