Christmas is in July. Everyone knows this is the answer; that is if you work in the consumer PR sector or are indeed a lifestyle journalist.
Lead times of glossy magazines are arguably getting shorter but they still work to a three month (ish) deadline. The Christmas coverage starts in October therefore you need to showcase your festive offering in July.
Sourcing a Christmas tree in July is no mean feat I can assure you, and standing around it with a warming glass of sherry and mince pie in sweltering heat isn’t as enjoyable as when you are wearing your Christmas jumper on 25th December!
But Christmas in July has become quite the thing. When I first hosted a festive foray in July several years ago it was only the big retailers that really took part in such madness, now everyone has realised the secret to securing that oh-so-important product placement in the run up to the big day.
This July has been no different, I have had coffee with harassed looking journalists battling through the crowds of London between showcases wishing the one day of summer hadn’t happened to be that day when they were weighed down with SO many free goody bags. I heard one London luxury food store held four press showcases for different brands in one day.
This year I had the pleasure of organising a Christmas in July Press Showcase for my Champagne client – Armand de Brignac. We were delighted to welcome more than 100 guests over two days. The beautiful and rambling Terrace Suite at the stunning Ham Yard Hotel was the venue for our first event. Journalists enjoyed a glass of chilled Gold Brut and canapés whilst perusing the personalised gifts on offer for Christmas 2016. The Press Association, The Evening Standard, Good Housekeeping and Woman & Home are among the titles we are hopeful for festive coverage from. The second day was held at Condé Nast Publishing’s HQ, Vogue House, where once again the Gold Brut was flowing, this time for media from GQ, Brides, Vogue and Tatler among others.
So if you are looking to organise a press day, be it a Christmas event or other, then please get in touch. I have organised many tastings, dinners and press days and would love to help you with yours.