The Believe World Tour
Objective: To celebrate the company and its representatives with events in New York and Chicago as part of a year-long tour for the company's 125 years in business.
“Avon has always been at the forefront of the changing role of women,” says Debbie Coffey, VP of global PR for Avon. “We want to show pride in the company making a difference to the lives of women.”
Idea: To engage 125,000 Avon representatives in 16 tour events. Tour spots New York and Chicago will feature appearances by chairman and CEO Andrea Jung (pictured above with actress Reese Witherspoon, an Avon ambassador), music artist Fergie, and actress Zoe Saldana.
“There's an incredible amount of excitement and energy among field managers and reps,” adds Coffey. “That will drive the tour. We want to touch as many reps as possible.”
Individual representatives will be able to connect with the company and each other before the event on social media to share stories and experiences. Avon will also give out a total of $1 million from its Avon Global Believe Fund to local foundations for women at each tour stop.
Tools: Avon and agency Burson-Marsteller will crowdsource questions celebrity ambassadors can answer at each tour stop. There is a 125th anniversary tab on Avon's Facebook page and an anniversary Twitter hashtag #Avon125. Representatives will share stories on stage and conduct media interviews about their experiences at the company.
There will also be live tweeting from events and updates to the Facebook page for representatives who can't attend.
“We're helping people who aren't connected with Avon see the empowerment the representatives feel,” says
Stacie Sherer, brand marketing MD at Burson-Marsteller. “We want people to see the Avon of today.”
Measurement: Success will be measured by representative attendance at the events, as well as media impressions, Facebook likes, and Twitter followers.
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