In short, they can be, but only if they’re done differently.

Traditional ‘Christmas in July/September’ press events, where a few hundred journalists attend in person to preview festive products, have become less essential since the digital shift in media habits.

Many editors and freelancers now work remotely, content planning is more fragmented and inbox-based, or virtual previews are often easier for time-poor journalists.

That said, a live event still holds value if it’s done right.

Here’s what makes the Fab Christmas in September media day work:

Highly curated: A quality-focused showcase of complementary home, food, drink and lifestyle brands with genuine news that people want to write about.

Experiential: The kind of interactive, sensory experience you can’t replicate in a press release, think tastings, demos and conversations that spark story ideas.

Convenient: Always in central London, drop-in friendly and designed to make attendance easy.

Hybrid-considerate: Every guest receives a digital press pack, and we follow up personally with anyone that couldn’t join us.

In essence, a well-targeted, immersive event still delivers excellent coverage and stronger long-term brand and media relationships.

And that’s why we do it!

 

Would you like your brand to be showcased at our next live event?

Please get in touch at hello@fabcommunications.com