Brother UK runs Barcelona incentive

Brother UK chose Barcelona to reward and motivate its sales team, with a culture-themed incentive itinerary.

Brother UK ran a sales incentive trip to Barcelona, Spain
Brother UK ran a sales incentive trip to Barcelona, Spain
Pre-event planning: Electronics and manufacturing company Brother, which works with distributors across the UK, wanted to run an incentive that would lead to a sales uplift of its printers. The company appointed RPMC to organise the event for the first time in May 2013, having selected Barcelona as the incentive destination, which would take place in August.

Objectives: Brother wanted to reward its distributors' sales teams, based on targets reached for selling Brother products. The itinerary needed to invoke a real enthusiasm for the incentive, and motivate teams to greater achievement.

Challenges: The incentive winners ranged in age from 18 to 40, meaning that activities needed to be tailored to suit all the attendees.

"It can be quite difficult to find something a 40-year-old will enjoy equally as much as an 18-year-old," explains RPMC account manager Marina Rocca.

Solution: The group of attendees were willing to try different incentive options, despite the differences in age. Delegates stayed at the five-star Ohla Hotel in Barcelona, with dinner at Salt - a beach club which opened last year at W Hotel Barcelona - on the first evening.

A tour around the city was arranged for the following morning, with delegates taking the wheel of two-seater Go-Cars, which included GPS directions for driving around Barcelona, and an English commentary on landmarks.

A private catamaran cruise around the coastline was planned for the following day, while a traditional flamenco show and a visit to the famous Gaudi-designed Park Guell allowed delegates to experience Spanish culture.

The group also had the chance to try a range of eateries, including the Attic, above Las Ramblas, and Xalet restaurant, at Montjuic.

Client verdict: Brother UK events manager Jo Eckett says: "There was a good understanding of the dynamics of the group and ideas and options for hotels and excursions were spot on for the standard of incentive we wanted to offer," she adds.

Post-event analysis: Feedback was relayed on the itinerary, accommodation and event staff, with informal comments noting that the destination and event were an overwhelming success.

FACTFILE
Company: Brother UK
Event: Sales incentive
Group size: 10
Agency: RPMC
Date: 2-5 August 2013
Venue: Ohla Hotel, Barcelona

TIMELINE
Early May 2013: RPMC appointed
End of May 2013: Itinerary finalised
Early July 2013: Sales targets reached
2-5 August 2013: Incentive trip takes place

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