"We have started to do a bit more incentive activity around our sponsorship of the home nations football teams. We have looked at our sponsorship assets, which give us certain rights, and started to run sports-related incentives including tickets to matches and trips. And for the first time this year we are going to do a little bit more around the World Cup, which will include overseas travel," he explained.
Vauxhall runs a series of fan-hubs for England fans in the UK, in association with TalkSport, which are hosted by celebrities. It will put on a series of these events in the UK around the England games, as well in Miami – where England is playing its warm-up games – and Brazil.
"We are running a nationwide incentive programme for retailers that will enable them to win a night at one of these UK hubs. There will be around 100 winners overall, and we plan to take a group of around 28 top performers to Miami for the England warm up games, with a few getting the chance to go to Brazil," said Michaels.
"It’s the first time we have moved away from personal targeting to a group incentive on this scale for some time, but its purely being driven by the rights we get as sponsor of the England team. If we didn’t get these rights I am not sure we would be running a group travel incentive. We are investing a bit more on top of our rights this year, and if this proves to be a success then it is something we may consider doing again."