Copy at Event to
Engage Customers
As the event began, and continued, there are several opportunities to connect with guests via copy communication vehicles. These include touch points upon arrival, welcome remarks, and to highlight merchandise.
Please find a few examples of copy in this direction for my work with Tiffany & Co., the iconic American jewelry retailer, below.
During Event: Welcome Letter
CHALLENGE: To engage guests immediately upon arrival to an event weekend of activities, requiring travel for some guests and set the tone for a memorable time that would set the heart a flutter. It is signed by senior executives to make clients feel special.
SOLUTION: I collaborated with our Creative team to create effective copy for a welcome letter delivered to guests’ homes or hotel rooms with a gift. I wanted to keep it short, but to highlight the event locations, itinerary, and jewelry collection for which the events, which I planned and conceived, were themed after.
Tone exudes warmth, elegance, and colorful descriptions that tells the story of exclusive and beautiful must-have pieces. This was to whet the appetite and drum up excitement to what was to lie ahead.
Call-to-action is a reminder of the big activities and contact information was provided for their host.
During Event: Speech Copy - Welcome Remarks
CHALLENGE: To maintain event momentum and engagement, the executive would give a welcome speech to connect with guests and make them feel special. It was critical that the speech set the tone, reflected the occasion and called out the product launch authentically and not sales-oriented.
SOLUTION: I ensured that the remarks connected the brand to the event location while drawing wonderment to a newly launched collection. The event locale was something special as noted as “recently opened,” a connection was made between the city’s landmark views and the “classic” brand. Product descriptions are personified, creating a sense of awe. Finally, timelessness and legacy — characteristics of luxury branding — is conveyed by linking the products and the evening to past travels, “familiar friends” and “treasures.”
At Event: Various Event Touch Points
CHALLENGE: To keep guests informed of the many activations during the event, particularly merchandise viewing, but also to drive continued interest in the featured event collection, cocktails with the menu, and cross-partnerships.
SOLUTION: I worked with various vendors or internal cross-functional teams to create cards of copy to flag the different points of interest. This could include copy to invite guest participation, to educate on products or a call-to-action to support local community events.
Tone of voice is inviting and to-the-point or ripe with storytelling elegance when it comes to describing products.
Description to highlight new women’s watch collection, which were set-up at for viewing at the launch event.
Signage at Tiffany event to help cross-promote the brand’s co-host and community partner.
Directions to encourage event participation from external mall guests.
Informational signage so that guests can easily engage in activations with specially concocted drink recipes.