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Promotional modelling plays an important role in many product launches and trade shows, where models are used to introduce products, hand out promotional items, and generally create an association with a particular product or brand. Promotional models can be known by a few different names, including promo models, commercial models, and hostesses.
A hostess agency (Hostess Agentur) or promotional model agency is a modelling agency that specialises in commercial product launches and advertising, dealing only with models who are experienced in that kind of work. Promotional models are used for a range of different reasons, most of which relate to advertising a particular brand or product. Along with increasing brand awareness however, some models are also employed for the more practical reasons of handing out promotional products and providing product information.

A professional hostess agency will often employ models who specialise in different aspect of commercial modelling, such as hostessing, trade show modelling, and commercial product representation. Promotional models are used in a wide range of different functions, including individual product launches, industry trade shows, conventions, exhibitions, and shopping centre promotions. While each of these events has a different focus, the jobs performed by a commercial model are much the same. Basically, a promotional model or commercial hostess is used to associate a particular brand or product with the ideals of beauty and glamour, by standing next to products and generally trying to make them more appealing and exciting. Promo models are often used with expensive products such as cars, although they can be used across the entire range of commercial products.

A hostess agency is able to provide direct access to promo models, who are experienced in commercial modelling and able to represent your products in the best possible way. A hostess may also provide additional services than a promotional model, such as introducing products and talking directly to customers. In many cases, certain models are specialists at this type of service, and will have experiencing with public speaking and commercial product launches. Commercial hostesses and promotional models can be hired directly from specialist model agencies, with some PR and marketing firms also able to organise product launches and provide promotional models.