When a New York City half-marathon jammed traffic in and around the Javits Center on opening day of the summer 2009 New York International Gift Fair (NYIGF), show owner GLM, a dmg world media business, used Twitter to inform participants of potential travel issues.

Realizing that many of the key access roads to the Javits Center were closed for the early-morning race, GLM immediately began tweeting related street closures and alternate travel routes. GLM also set up water stations at the building entrance for overheated attendees and exhibitors who had abandoned stalled shuttles and taxis and traveled on foot in 80-degree temperatures to arrive in time for the Fair’s 9 a.m. opening.

“Twitter was a wonderful communication tool for NYIGF during this crisis,” says Dorothy Belshaw, NYIGF
Director and GLM Vice President. “We were able to monitor ‘chatter’ about the situation, communicate solutions to those impacted and take proactive steps to ameliorate the discomfort and frustration of those who had arrived on foot.”

GLM received positive feedback from NYIGF participants for their quick actions and communications related to the marathon. After the Fair, GLM worked with New York City Mayor Michael Bloomberg and the New York Road Runners Club to ensure that the Half Marathon wouldn’t overlap with NYIGF in the future.