Crest was a prestigious incentive travel event, awarded annually to the top producers from among the entire field of Waddell & Reed financial advisors.
Qualifiers enjoyed luxurious accommodations and company-paid travel to destinations around the world, including places such as Hawaii, Cabo San Lucas, Whistler, Dublin, London, Berlin and a Mediterranean cruise.
In 2020, Crest was scheduled for Nevis, a secluded tropical island in the Caribbean Sea. I designed thematic concepts and a variety of pieces to promote the event to the advisors.
A trip to Nevis could easily have been promoted simply by focusing on its stunning natural beauty. However, it was ultimately the concept below that was chosen.
Mindful of the long and somewhat arduous travel itinerary required to reach the island, the events director elected for a travel diary theme. The design and messaging would subtly reinforce what every attendee would instantly recognize upon setting foot on Nevis’ sandy beaches: The extraordinary natural beauty of this place was well worth the journey.
As the COVID-19 pandemic continued to escalate throughout 2020, it eventually became apparent that the trip to Nevis would no longer be possible.
While an escape to paradise in the West Indies was no longer a reality, Waddell & Reed's corporate events team summoned their creativity and made the best of the situation, reinventing Crest 2020 as a virtual backyard concert, themed "Waddell & Reed Yacht Club."
Attendees received kits with generous food and beverage vouchers, Caribbean party accessories, a video projector and outdoor screen. The event featured raffles for high-end merchandise and culminated with a virtual concert performed by the "yacht rock" band, Summer Breeze.
