Indesit and Homebase enjoy Italy incentive

Definitive Events organises three-night 'When in Rome' trip for Indesit's Hotpoint brand and Homebase

Pre-event planning Definitive Events staged an Italian incentive for Hotpoint and Homebase retail kitchen designers following a competitive pitch in March. The agency recommended a three-night programme in Rome instead of Indesit's requested two-city programme for Florence and Milan. "We felt that delegates would have had too many flight and coach transfers and there wasn't enough time to enjoy a dual-city experience, so we recommended Rome instead," says Definitive Events managing director Lisa Pennington. "It was a risk but it paid off."



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."



FACTFILE
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

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