Challenges Indesit's Hotpoint brand wanted Homebase's retail kitchen designers to experience Rome as locals, with activities that they wouldn't get to do if they visited as tourists. With a small group of 30 delegates and a brief to ensure an authentic Rome experience, it also needed a suitable boutique hotel.
Solution Working with local Italian DMC Servisi, Definitive Events found the art-deco 61-room Fortyseven hotel, opposite the Temple of Vesta in the heart of Rome. On the first night, delegates enjoyed dinner on the hotel's roof terrace, with views across the city. The next day, they were taken on a tour of the Rome countryside in a fleet of Fiat 500 cars. On arrival at the working vineyard of Santa Benedetta, they experienced pasta making and wine tasting. That evening, they dined at the Hostaria dell' Orso restaurant, a former 15th century hostel. On the Sunday, delegates were treated to a city tour on the back of a fleet of Vespas. Each delegate had an earpiece in order to hear the guide while a paparazzi-style photographer rode alongside, capturing the morning's activity. Delegates then had the afternoon free to explore some of the sights they had ridden past, before meeting back at the hotel and heading off for dinner in a city centre wine cellar in the Piazza Trilussa.
Post-event analysis David Cairns, channel director of built-in for Indesit Company, says: "The two main events organised by Definitive Events - Vespas and Fiat 500s - created such a buzz that it's become a huge talking point in the company. We wanted to deliver a big, professional incentive and this one really hit the spot. We will be looking to build on this for next year."
Company: Indesit Company and Homebase
Event: When in Rome incentive
Group size: 30
Agency: Definitive Events
Date: 17-20 June 2011
Venue: Fortyseven hotel, Rome