Napa Wine Tool (IMC-TL349) and Industrial Mirror (IMC-M47)

Objective: A publishing company was holding an event to promote the launch of its new health and beauty magazine targeting women 40 years of age and older. Knowing that giveaways are an effective way to keep the name and memory of the event in minds long after the event is over, the publishing company wanted "parting gifts" to boost the fun of their event and be a creative tie-in to the event's theme which was "Women Improve with Age Like Fine Wine." They did not want "throw-a-way" items but rather practical, upscale items to appeal to the practicality of 40+ women and tie into the practical health and beauty tips on which the magazine is based and mirror the magazine's upscale image.

Strategy: The publishing company hosted three after work wine tasting events in Los Angeles, Chicago and New York. Hand massages, pedicures and manicures were provided. Each attendee walked away with a gift bag that included a copy of the new magazine, a copy of a wine magazine published by the same company, IMC's 5-function wine tool, IMC's pink anodized mirror and a selection of skin care products.

Result: The gift bag allowed the consumers to remember the experience they had at the event and made a positive impression among the women.