Brand Experience Toolkit for Holiday Events
Strategic Directives for Events, Launches & Partnerships
CLIENT: Tiffany & Co.
CHALLENGE: For Tiffany’s seasonal promotions and in-store client experiences, I needed to create a cohesively branded program of event elements and themes to ensure brand representation is executed in an elevated manner and on-brand throughout local regional markets. The key need was to ensure a series of program options that would surprise and delight clients in every city.
SOLUTION: I developed directives that unified holiday messaging across stores nationwide. From in-store signage to invitations to florals and PR tie-ins, the toolkit established the look, feel, and language of the season — keeping the luxury identity cohesive during the busiest client engagement period.
I created different tiered options of event elements, adjustable to meet each store’s budgetary needs, local restrictions and what resonated with clients in the specific area. These ranged from simple in-store open house hospitality to live storybook readings to cocktail events with live entertainment.
I also provided the specifications required to obtain all branded elements and which pieces were mandatory to include with each tier so that stores could locally provide direction to their tried and true vendors. These featured hot cocoa carts, holiday trees, step and repeats for social media photo opportunities and branded installations. This ensured that once a guest walked into any Tiffany store across the US and Canada, they would enjoy the same experience via the look and feel.
RESULTS: In 2019, a successful holiday season was met with sales expectations above goals. My contributions included:
Sourced creative branded event elements and treats for stores to provide clients during key shopping seasons.
Organized opportunities to promote new collections, new stores or holiday shopping with mall pop-up installations.
Partnered with mall marketing team to secure installation locations and promote in their social media channels.
Contracted Roscoe Orman, "Gordon" from Sesame Street, to read a children's book to client kids and planned in-store breakfasts at the New York City Flagship and Boston stores.