First ZoomerShow hits Toronto

Moses Znaimer's first ZoomerMedia expo targets Canada's oft-neglected 45+ market demo. The event is expected to go nationwide next year.

Following the launch of Zoomer magazine this month, Moses Znaimer, CEO and president of ZoomerMedia and executive director of CARP, is launching Toronto’s first lifestyle expo for ‘boomers with zip,’ a demo that accounts for over a third of the nation’s population at 14.5 million, and controls over 70% of the country’s moolah.

The show, which will be going national across Canada in 2009, is title-sponsored by Aspirin 81mg. Over 10,000 people are expected to attend the two-day Aspirin 81mg ZoomerShow, which will be free to CARP’s 185,000 members. They’ll be treated to advice on positive aging, whether they’re seeking financial expertise, age-appropriate travel resorts, alternative living options, Zoomer-friendly innovations, professional caregiving or even a second career.

The ZoomerShow is also presented by Pfizer, Pepcid Complete, McLennan Group and the Toronto Star. Current ZoomerShow exhibitors – over 150 – include, among others, LG, Cineplex, Toronto Symphony Orchestra, Pepcid, Pfizer, McLennan Group, Sandals Resorts, Goodlife Fitness, Scotia McLeod, Canadian Diabetes Association, Polident, Breathe Right, Poly-Grip, Sensodyne and the Association of Interior Designers.

‘Traditionally, marketers have lost interest in consumers after they turn 50,’ Leanne Wright, VP Communications, Zoomer, tells MiC. ‘ZoomerShow participants understand that if they want to grow their business in the next 20 years, they had better be targeting Zoomers.’

On-site perks include free samples, discounts, interactive kiosks, a Zoomer Lounge for tired feet, a Zoomer fashion show and live entertainment courtesy of Mirvish Productions on the ZoomerStage, where attendees can meet cast members from The Sound Of Music, A Chorus Line, We Will Rock You and Dirty Dancing. The Heart & Stroke Foundation and First Health Care will also be on-site to do blood pressure checks at a special Health & Wellness Lounge, and free flu shots courtesy of Public Health Ontario will also be available.

‘Everyone wants to live long, but nobody wants to get old – and everybody loves a show,’ David Zersta, VP of conference and trade shows for Zoomer Media, tells MiC.

The Asprin 81mg ZoomerShow comes to Toronto’s Exhibition Place, Direct Energy Centre Nov. 1-2 and will run from 9 am to 5 pm daily.

Media buys were done in-house at ZoomerMedia. Zoomer magazine’s October issue was distributed to over 350,000 CARP members this month, and at 46,000 newsstands.