Exclusive: Vauxhall launches World Cup incentive for retailers

Vauxhall is making a return to incentive travel with the launch of a nationwide programme for retailers around the football World Cup.

The World Cup final will be played at the Maracana Stadium, Rio, Brazil (c. Leandro's World Tour)
The World Cup final will be played at the Maracana Stadium, Rio, Brazil (c. Leandro's World Tour)
Head of marketing operations, Vauxhall Motors, Keith Michaels told C&IT that while the company has not  "done incentive travel on a big scale for some years", it will be offering a trip to Miami this year for top retailers.

"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."

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