Jewel thieves were caught at the Macau’s first international jewellery and watch fair last week. Paul Woodward has blogged the incident and narrated,

However, you might argue that the fact that jewel thieves appear to have targeted CMP’s brand new show … is a sign that it is already being taken seriously by all elements in the jewellery trade.

Yes, it seems that in recent years when there is news about jewel thieves are caught, we know the jewellery show is taking place in town.

Another unexpected trade show incident happened last week at the CES, Las Vegas. The bloggers of Gizmodo pulled a prank on the show by holding a universal remote control, walked around the expo floor, and switched off all the LCD devices.

If you have followed the news on Digg in the last 2 weeks, you will also aware that the news about Macworld 2008 are circulating all over the web. But most of them are spoilers and spoofs. So far the only authentic news is covered by Macrumors for some backstage issues,

Many bloggers and media have started to descend on San Francisco for Macworld Expo 2008. SetteB.IT managed to take an extensive gallery of photographs from the expo floor, including Apple’s floor displays which were covered in their usual black tarp….

They all just look like reality TV shows. People are fond of the unexpected happening, backstage issues, spoilers and spoofs, tend to put more attention on all these incidents. Spreading the words and pushing the news.

Well, trade show marketers might need to think outside the box when they are brainstorming the PR plots. No more “The First, The Biggest, or The Only” kind of taglines. Try “The Most Thieved or The Most Pranked…” Hmm, alright, these two may be going a little bit too far.

But seriously, today marketers should make use of more media channels for news dispatch. We now live in the era of participatory journalism. Let’s say press releases are made for official and front stage. Blog releases are made for viral impact and backstage news coverage.

 Subscribe my feed