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The Thomson Reuters Event Strategy team started with a simple question: What if?
What if we reimagined, redesigned, and rebuilt our premier customer conference to make it the number one conference in the industry?
What if we build the A-Team, including our internal partners: brand, creative, events, marketing, professional service, sponsorships; and our external support: Plexus and AVVR.
And so, the plan began…
First, the big change – the new Thomson Reuters brand, the first refresh in 16 years, was ready to be launched, and with Synergy as our largest customer conference, it was the perfect time and audience for the big reveal.
Second, a new concept – a conference floorplan design unlike any other Thomson Reuters has ever done. A unique, all-encompassing, energetic, and visually stunning environment called the Neighborhood. The center place that would anchor the 435 breakout sessions scattered around the conference center. A place where attendees could experience the daily General Sessions, attend one of the 154 mini learning sessions in the Campfire theaters, stop at one of the 46 product and sponsor kiosks for one-to-one learning, network with peers, participate in the Fill It Forward charity event, and be awed by the keynote speaker, Magic Johnson.
Third, the design – with Florida as the backdrop, the creative look for the conference and Neighborhood was inspired by the beauty of Florida’s natural habitats partnered with our new brand elements. Using powerful visuals for both flat and digital applications, custom-constructed facades for the Neighborhood communities: the Sun Coast, Coral Reef, Cape Canaveral, and the Everglades, our Synergy painting came to life.
To assist in the attendee journey, a meeting app was provided offering personalized agendas, full conference details, daily updates, and notification reminders for special events like their exclusive VIP event at Universal Studios.
Gamification was integrated into the conference, offering points for prize redemption at the conclusion of the conference. Points were gained by attending breakout sessions, Neighborhood events, networking, social media posts, and participating in the charity event for hurricane relief.
The Event Strategy Team’s What if question became a We did it statement. Over 5,000 Event Strategy hours, 1,700 Creative hours, 4,000 event team hours, x professional services hours, and 6,000 production hours resulted in 3,000 attendees, 1,200 pre-registrants for our 2025 conference, 76 paid sponsors, thousands raised for hurricane relief… and $1.9M in closed sales related to the conference.
And when all was said and done, this feedback from two of our top executives who are former employees of Salesforce and Adobe: “Blown away by this event – the design, attendee journey, immersive Neighborhood plan has created an event brand for our company that is on the level of Dreamforce.”
We love it when a plan comes together.
Nomination Title: Thomson Reuters Synergy24 Conference
