The Grove at Legalweek
The Ask
Develop a brand activation for Relativity, a legal software company at the biggest trade show for their industry, Legalweek.
The Details
Relativity is the market leader in their industry, however, competitors are constantly nipping on their heels for onsite presence at the show.
Other companies adorn the show floor (literally) with their logos, plaster quotes and images throughout the host hotel, and pay over the moon in sponsorship fees for prime visual space.
Relativity wanted to make a huge impact, but in a way that reflected THEIR brand. Welcoming, warm, zesty and fresh.
A third space off the show floor where customers, prospects and friends could mingle, relax, and refresh. This area would envelop the senses and provide a place to take a moment amongst friends. We would offer premium coffee (because standard trade show coffee is for the birds), meet & greets with the CEO and key players in the e-discovery industry, and high quality, top tier giveaways that had them showing off their Relativity pride, long after the show.
Thus we developed a zesty hideaway only steps from the show floor . . . The Grove.
The Solution
The Final Production
During Legalweek 2023, The Grove was Relativity's zesty hideaway for attendees and customers. A unique retreat bustle of the conference, it offered elevated drinks, snacks, and premium Relativity merch. It was THE place to meet industry luminaries and connect with the people who make Relativity and its community special.
CREDITS:
Executive Producer, Concept Creation, Project Manager: Heather Roeper | Client: Relativity | Creative Assets & Designs: Relativity Creative Team | Creative Design, Production & Fabrication: Jen Gould Event Design | Venue & Catering: Conrad New York Midtown Hotel, a Hilton Hotel | Photo & Video: Josh McCausland | Coffee Bar: Blue Stone Lane Coffee
