On March 2, 2020, as the business community began to realize the increasing danger of global travel while faced with the coronavirus, Marc Benioff came to Twitter to announce that Salesforce would make a major pivot for its upcoming Sydney World Tour. The company would host it virtually.
Events are a powerful communications tool. Whether designed around one brand, or as a way of bringing multiple brands together, they are effective because they bring people together under one roof. At events, people can exchange ideas, stories, and network freely.