Turning Audience Engagement into Meaningful Follow-Up Conversations
As the largest booth at the conference, the TIAA experience needed to do more than attract traffic. The team wanted to create meaningful attendee interactions that could support personalized follow-up conversations for the first time.
Inspired by the event’s “Promises Pay Off” theme, I developed an interactive engagement concept centered on personal and professional commitments. Attendees wrote a promise or goal to themselves on a custom postcard, placed it inside a branded mailbox installation, and received it at a later date as a reminder of their commitment.
TIAA also sponsored the conference photo booth, creating an additional brand touchpoint outside the primary exhibit space. I led the creative effort to connect the photo booth and main booth through a cohesive concept, visual identity, and attendee journey.
The Outcome: The activation transformed the booth from a transactional environment into a personal and memorable experience. It connected two distinct conference spaces while encouraging meaningful participation and creating new opportunities for thoughtful post-event conversations.
CLIENT
TIAA
YEAR
2023
SERVICES
Creative Concept Development | Experience & Engagement Strategy | Booth Activation Ideation | Branded Environmental Design Direction | Collaboration with Sales & Event Teams | Attendee Experience Planning