Convention for 7000 doTERRA wellness advocates who both sell and consume the product. They learn, network, make content, discover new products – creating excitement to increase recruitment and sales.
The objectives in 4 categories (advocates = guests):
1. Education & skill improvement of the advocates in attendance.
2. Reputation strengthening of the brand to incite trust and recognition. Create a flood of cohesive and engaging content.
3. Social connection between the advocates and the corporate team, the advocates and each other, and the advocates and their existing and future team members.
4. Spread news via social media.
*Bonus* Have fun and escape. The advocates work incredibly hard to ensure the success of their business, many while balancing other jobs, families, and responsibilities. We want the advocates to feel like the convention is there for them as a reward for a job well done – a vacation filled with learning, fun activities, social opportunities, and even a party 🙂
The creative idea was entirely based on the concept of “Bloom” – a title given to the convention by doTERRA internally. A title, we also found suitable for the event missions as it could represent the aesthetic, humanistic value, and self-growth vision. To Bloom, is to embark on a journey of growth. Within the event the guests were taken on a journey of their own that was brought together by the infusion of the theme throughout the venue, graphics, media, and program.
The concept flows through the physical spaces in the product showcase, originating in the Bloom Tree – an imposing sculptural tree placed in the center of the product showcase, reaching its branches out towards each area. Aided visually in all spacial planes – by the 4m tall LED towers, tall like trees; by the winding flower path, weaving through the area below your feet; by the vine-like curtains naturally dividing the spaces.
