Pre-event planning: Following a successful incentive trip to Las Vegas in 2009, Leaseplan UK was keen to source a completely different destination for its 2010 reward programme for the fleet and vehicle management company's top 21 performers and their partners. "The event is something staff aspire to attend," says Venues Event Management (VEM) operations manager Kim Collins. "The chance to be going on this incentive works as a strong year-round incentive for the franchisees to increase sales."
Challenges: The brief required a luxurious yet authentic venue and activities. This prompted VEM to propose Marrakech and, in particular, the Palmeraie Golf Palace and Resort - a luxury hotel marrying cultural history and modern amenities. It was perfect, says Leaseplan network brand director Jo Elms, "as it is very traditional in style but luxurious in its facilities".
Solution: To whet delegates' appetites for the destination, VEM developed a Magical Morocco brand identity for all communications, from pre-event teasers, sent with Moroccan tea sets and leather Moroccan slippers, through to a dedicated registration website. The agency also organised authentic activities such as a Bedouin feast with fire-eaters, belly dancers and camel racing. "One key challenge was the local food, which tends to be quite spicy.
A variety of cuisines had to be made available to ensure all delegates had a choice of something they would enjoy," says Collins. A caleche tour, meanwhile, took in The Bahia Palace and The Koutoubia Mosque, Marrakech's largest.
Post-event analysis: "Marrakech was a great destination offering lots of culture and activities," says Elms. "The whole engagement, from teaser campaign, delegate management, personalised helpline to the experience on site, was sensational." VEM will be invited to pitch for the next campaign.
Company: Leaseplan UK
Event: Network Platinum Franchisee incentive
Group size: 42
Agency: Venues Event Management
Date: 1-3 October 2010
Venue: Hotel Palmeraie Golf Palace and Resort