I – The 17th edition of the PTE – Promotion Trade Exhibition – took place from January 18-20, 2017 in Pavilion 3 of the Fiera Milano City in Milan. It was at the same time also a premiere: The event was organised by the Fiera Milano directly for the first time and in line with all expectations very professionally indeed. Last year, the Italian publishing company, O.P.S. (Organizzazione Promozione Spazi SRL), sold the PTE to the Fiera Milano. According to the official figures, 173 exhibitors, 33% of whom came from abroad, presented at the “International Trade Show for Promotional Products, Action Wear and Personalisation Techniques”. However, several long-standing exhibitors among others from abroad had chosen not to exhibit in the zone for haptic advertising. They put the reason for their absence down to the high costs involved.
The event was divided up into two sections, one dedicated to promotional products and promotional textiles and one which concentrated on customising machines, including above all printing techniques for the embellishment of textiles. The trade fair was accompanied by a comprehensive seminar and workshop programme. The official attendance figure was not available at the time of going to press, however evidently the show was bustling from the very start, the exhibitors reported that they had held fruitful discussions.
In order to generate further growth and create synergies, the Fiera Milano and Reed Exhibition Italia, among others organisers of the Viscom Italia, announced a strategic alliance for the future editions of the PTE and Viscom Italia. A detailed report will be printed in eppi magazine, No. 115 (February 15, 2017).
// Michael Scherer
Photos: Michael Scherer, © WA Media