Avon Sends Chairman on 16-Country World Tour - Event Marketer

Avon Sends Chairman on 16-Country World Tour

DB_Avon_2012 Book
Brand: AVON
Agency: IN HOUSE
Awards: EX AWARDS — BEST MULTI-MARKET EVENT (B-TO-B)
Year: 2012

To mark the 125th anniversary of the company’s founding, Avon sent its chairman, Andrea Jung, on a marketing tour. Her mission: Meet with 125,000 of Avon’s independent sales reps face-to-face.

The Believe World Tour encompassed stops in 16 countries and, although the events were similar, Avon made sure that each was tailored to the specific market. Each event drew thousands of reps, many with costumes and signs to show their Avon spirit, and each started with a performance by singer/songwriter Judith Hill and an opening video. Jung’s keynote focused on the company’s history and her insights about what sets the brand apart, and then Avon presented donations to local domestic violence and women’s charities.

When gears shifted to the local portion of the show, Avon leadership continued the celebration, and in many markets, well-known local bands performed. Avon raffled off prizes, including, where permitted, a new car. To wrap up the festivities, Jung met—and posed for photos with— attendees, many of whom were more than willing to stand in long lines for the privilege.

Despite the diversity of venues and locations, logistics and production ran like a well-oiled machine—no small feat considering the moving lights, special effects and oversized projection screens. Audience feedback led Avon to introduce The Believe Challenge, giving sales reps the chance to bring the World Tour to their country by meeting sales goals as a national team.

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