Case study: Konica Minolta's Peruvian adventure

Konica Minolta took 31 delegates on its Dealer Invitation Trip to Peru in May, assisted by agency Mobile Promotions.

Machu Picchu, Peru
Machu Picchu, Peru

Objectives

Konica Minolta has been running an annual Dealer Invitation Trip incentive programme for the past 34 years to recognise and reward top partners across its UK network of dealers and retailers that sell the brand’s products.

While the trip is directly linked to performance, top partners are invited by Konica Minolta at the end of the financial year, as opposed to having a set qualifying period to win a place.


Case study: Intrinsic's summer sports day 

Case study: eBay Connect 2016


Paul Taylor, event director at Mobile Promotions, who has been working with the client for more than ten years, says: "An assessment is made at end of the period as to who qualifies for the trip. It’s a thank you for their hard work and an opportunity to network, rather than ‘you must shift so many units to qualify’. A lot of the dealers have long-standing relationships with the brand."

The trip is always long haul and generally a five- to-six-night programme, taking place mid-May with around 13 top dealers plus partners and five members of the senior management team from Konica Minolta. Previous destinations have included Vietnam, South Africa and Singapore.

"Every year it’s hard to find a new destination. The challenge is trying to find somewhere the dealers haven’t been to before and offers something slightly out of the ordinary they wouldn’t have done privately," says Taylor, pointing out that accessibility and direct flights is a key factor in destination choice.

Solution

Mobile Promotions usually starts discussions with the client about the following year’s destination in early autumn, putting forward around three suggestions. BA announced last August that it was launching the first direct flights to Lima, Peru in May this year, giving the agency the opportunity to put it forward as a destination for the trip.

"Prior to that, we couldn’t have considered Peru because we’d have had to get a connecting flight and it wouldn’t have worked for a five-night programme," says Taylor. "The flights started on 6 May and we flew out on 15 May so I am pretty sure we were one of, if not the first, incentive group from the UK using that direct route."

During the build-up to the trip, Mobile Promotions used its new, internal delegate management system to share the itinerary and obtain all of the personal details for the delegates. The long distance travelled and high altitude of Cusco meant the agency needed to factor in rest time for the group as part of the itinerary. Taylor worked with DMC ESA to put together the itinerary. On arrival in Lima, the group spent the first night at the Belmond Miraflores Park, before taking an internal flight to Cusco the following day where they stayed at the Cusco Belmond Monasterio for four nights.

"We left the first afternoon free as one of the important things on arrival in Cusco is allowing time for people to acclimatise to the altitude. So we just organised lunch at the hotel and a dinner in the evening," says Taylor.

On the Tuesday, the group took a walking tour of Cusco, with the afternoon at leisure and dinner at the Pre-Columbian Art Museum. Wednesday was the big day, with the group travelling to Machu Picchu on the Belmond Hiram Bingham luxury train, with brunch served en route as delegates enjoyed views across the Sacred Valley.

After a short mini-bus transfer up to Machu Picchu, the group was divided in two and had three hours at the site with guides. This was followed by afternoon tea at the Belmond Sanctuary Lodge, which is the only hotel at the Machu Picchu site, before transferring back down the valley to rejoin the train with dinner, drinks and music accompanying the journey back to Cusco.

On the final day in Cusco, the group visited Chinchero, a nearby village, to spend time with local villagers, followed by a free afternoon and final gala dinner at the Palacio Manco Capac set in the hills outside Cusco, where guests were greeted by characters in local costumes and enjoyed a drinks reception on the terrace.

On Friday, the group flew back to Lima, before connecting to the direct BA flight back to London.

Verdict

Konica Minolta says the Dealer Invitation Trip to Peru exceeded all expectations, with positive feedback received from the group.

One dealer says: "I wanted to thank you once again for a most memorable trip to Peru. As always the organisation, food, wine and restaurants were perfect and your personal attention to detail made the trip unforgettable."

Another commented: "We had a fantastic time on the recent Dealer Invitation Trip to Peru. The organisation and planning could not be faulted and the visit to Machu Picchu was something we will never forget." 

More:

Case Study: Costa visits Woburn Safari Park

Case study: Experian's Center Parcs away day

Case Study: Procurement Leaders World Procurement Congress and Awards 2016

• For more case studies, as well as features and breaking news, sign up to C&IT Magazine's daily Newstracker here

Have you registered with us yet?

Register now to enjoy more articles
and free email bulletins.

Register now
Already registered?
Sign in
Cost savings are damaging to business traveller wellbeing, report finds

Cost savings are damaging to business traveller wellbeing, report finds

Research by Capita Travel & Events suggests many organisations are still failing to limit the impact of regular travel on employee health.

How to get the most out of your keynote speakers

How to get the most out of your keynote speakers

From pre-event videos to research papers, keynotes can provide all kinds of content, says DMA Partners' Philip Martin.

What to expect at IMEX America

What to expect at IMEX America

A sneak preview before the events world descends on the Sands Expo and Convention Center in Las Vegas from 10-12 September.

Brisbane to host international ear, nose and throat congress

Brisbane to host international ear, nose and throat congress

The Asia Oceania ORL-HNS Congress will return to Australia for the first time in 40 years, attracting 1,500 clinicians and surgeons.

ILEA gets new president and board

ILEA gets new president and board

The International Live Events Association welcomes a new leadership team and sets out goals for 2019-20.

5 questions every venue-booker must ask

5 questions every venue-booker must ask

Founder and CEO of ExecSpace shares the questions you should ask before committing to a venue for your event.

Switzerland and the best hotels of Bern

Switzerland and the best hotels of Bern

The Swiss city of Bern and its wider province have some beautiful places to unwind after a day of meetings.

3 ways events are upgrading with the times

3 ways events are upgrading with the times

From transforming art galleries to reinventing the seminar, Pico's creative director has some tips.

'Female parity had to be brought into the events industry because it did not exist'

'Female parity had to be brought into the events industry because it did not exist'

Fast Forward 15 founder says female mentorship schemes are designed to help women, not to block men.

London to host major robotics and AI conference

London to host major robotics and AI conference

International robotics and automation congress will come to the UK in 2023, welcoming 4,000 AI experts.

LATEST JOBS