Event Invitation Copy to Build Loyalty

Invitation Copy

CLIENT: Tiffany & Co., a luxury jeweler.

CHALLENGE: To secure attendance for a private annual holiday event with the introduction of the Fall high jewelry collection. It was a challenge to differentiate this event each year with returning audiences to build loyalty. Not only is it critical to seem different, but also to reassure targeted guests with the branded treatment they come to expect.

SOLUTION: The invitation — the first point of contact in the event attendee journey — featured copy true to brand voice as elegant, effortless and concise, adding extra panache specific to the theme. Generating excitement and promising a unique experience was key. The “Rhythm of the Night” header and “exotic” wording I used weren’t part of the brand’s regular “go-to” descriptors but worked in line with the Latin theme, alluding to a new kind of experience.