I – This year’s edition of the Promotion Trade Exhibition, PTE, was held in Hall 10 of the Rho Exhibition Centre in Milan from January 30 – February 1, 2024 amid unusually low temperatures, even for the time of year. The trade show has been organised by the Fiera Milano itself for several years. It is exclusively open to promotional products resellers, who have to verify this.
According to official accounts, just under 120 exhibitors presented their product range, the majority of whom were haptic advertising suppliers and who in some cases were represented at elaborate, individually and beautifully designed stands. As well as the Italian industry association, Assoprom, and further industry service providers – the exhibitors above all included the suppliers of machines for diverse printing techniques and specific individualisations. The different exhibition areas were colour coordinated: The promotional products players were located in the segment with orange-coloured carpets. This area was dominated by internationally-operating import companies and textile suppliers. The area that was identified by blue carpeting was predominantly occupied by printing technique, embroidery and laser engraving specialists, some of whom demonstrated the individual work phases of their machines step by step. In addition, in a separate area called the “PTE Lab”, live personalisations were carried out, which were also explained in lectures.
The official attendance figure was not available at the time of going to press. But evidently and according to the exhibitors, the event was very well-attended. The rather chilly hall didn’t stop the exhibitors or visitors from engaging in intensive communications. Some of the exhibitors were surprised by the high frequency of visitors on the first day already and had to order new stocks of their catalogue from their head office. As well as importers, specialists were also present, many of whom were Italian, but not exclusively. Overall, the market offer was well-represented. Of course, also under focus here: Sustainability and “green” products.
The next edition of the PTE is scheduled to take place from January 22-24, 2025, once again at the Fiera Milano Rho. A follow-up report will be printed in the next issue of eppi magazine, No. 151 (February 21, 2024).
// Michael Scherer
www.promotiontradeexhibition.it
Photos: Micheal Scherer, © WA Media
