ePS global channel director John Morley sits on the council of the IPIA, and the collaboration involves a number of fellow council members. 

The firms involved are: Transeo Media, UK distributor of ePS’ MarketDirect Cross Media omni-channel marketing tool; ASL Group, Morgana and Antalis.

The promo involves a personalised gin and tonic gift pack designed by Morgana, that will be printed live at the show.

Morley commented: “Partnerships are key to success and working closely with these fantastic industry brands has been pivotal to the success this project! Although similar has been done in the past, nothing like this has been attempted live at a show.

“We are excited to show what our technology can do, especially when integrated into an industry eco-system and collaboration with excellent industry partners.” 

He said the promotion would encompass a pre-event personalised targeted marketing campaign, web-to-pack order acquisition, and personalised print before being “finished into a beautiful gift for lucky Print Show visitors”. 

MarketDirect Cross Media technology and the ePS PackCentral Web2pack solution will be linked with the EFI Fiery controller to pass the information automatically to the production partners.

Printing will be carried out by ASL Group on a Ricoh Pro C9200 digital press, with Morgana handling post-press using an AeroDieCut for the boxes and Intec SC5000 for labels. 

There will also be a seminar, ‘Gin & Tonic: how we did it’ with a number of the giveaways available for attendees on the day. 

Morley said that visitors would be able to visit the partners’ stands to be walked through the different parts of the process. 

"Obviously, there are a limited number [of packs] – but there will be hundreds of lucky people getting them!” he added.

The Print Show runs from 20-22 September at the NEC in Birmingham. 

The ePS business was formed at the beginning of the year, when EFI spun off its MIS business into a separate venture under new ownership.