One of the best press conferences/media launch events I attended recently was one hosted by the Montecasino brand team to launch their new Club Festival rewards programme and card. It wasn't due to the venue, the food, the gimmicks, or free gifts - all of which were superb by-the-by as many of these events we attend every week are - the main reason was because the media who attended were invited to experience the new card by participating in a real-time, live, points race. We had R100 loaded onto our cards and had to spend it at participating retailers within the Montecasino complex - as any customer would. There were prizes etc, for the most judicious use of our cash at the most retailers in the shortest time, but the main elements of the success of this launch, for us, was the interactive, fun and experiential nature of it. Too many events are the same with boring talking heads or death-by-powerpoint and the same ghastly finger snacks that are the "trend du jour" at all these swish venues. Even the most mundane event can be excellent with great planning, organisation and a bit of creativity and foresight as to the target audience you are trying to reach through the media. Have a good one! Louise Marsland, Editor, editor@bizcommunity.com