Incentive Travel Report: Incentive case studies

How incentive specialist The Black Tomato Agency helped two auto giants create motivational and memorable programmes.

Zambia @istock.com
Zambia @istock.com

Mazda UK Zambia Trip

 

Objectives:

The purpose of the incentive was to reward the top 36 Mazda Dealer Principals (DPs) and their partners for outstanding performance over the sales year with a compelling incentive programme. Mazda UK’s objectives were to drive DPs to exceed KPIs across sales, aftersales and customer service as well was as to create positive brand reaffirmation and reward those dealers who consistently delivered excellent performance.

 

Solution:

A six-day incentive in Zambia and Botswana. As guests touched down on day one, they were given a warm African welcome at a champagne reception followed by a gourmet lunch and a sunset cruise on a private catamaran. Day two included a safari cruise at Chobe National park and a private pop-up cinema experience. Delegates were treated to a helicopter flight over Victoria Falls and an elephant ride on day three and a canoe race followed by African fire poidancers and a marimba band on day four. Guests made full use of their 5* hotel facilities in between a varied menu of optional activities, from microlight flights above the Falls to bridge crossings, village tours and walking safaris, and the final day ended with a boma dinner in a mock tribal village made up of tents housing witch doctors, fortune tellers and craftsmen. The return trip to Botswana on day two included four border crossings in one day by boat, bus, jeep and water bath. To assist with the process, each point was overstaffed so guests were assisted by the onsite team every step of the way. Guests commented that the adventure of the crossings was a highlight and gave them a real sense of Africa.

 

Verdict:

Black Tomato was commended for truly understanding what the Mazda brand stands for and creating the right ‘fit’ campaign to integrate Mazda UK with dealer partners. "This has ensured the trips are highly motivational and aspirational- delivering the business results and ROI that we would expect," said the senior manager of sales, Mazda UK.

 

BMW- The Ultimate Adventure Club

 

Brief:

BMW UK’s objective was to reward sales managers who had managed to achieve and surpass sales targets of 102%. The brand chose to work with The Black Tomato Agency to provide its staff with a ‘money-can’t-buy’ experience in a warm location. Taking place in last week of January 2016, BMW wanted to create brand reaffirmation and long-lasting positive memories for employees.

 

Solution:

The agency pitched four up-and-coming destinations, all of which offered something new, something motivating and something that fitted the brand. Costa Rica was the immediate favourite. It was somewhere few had travelled before and packed with high-adrenaline activities, making it the ideal backdrop for the The Ultimate Adventure Club winners. As part of a comprehensive and fully immersive communications campaign The Black Tomato Agency launched the incentive with a teaser video personally delivered to each sales manager. In terms of challenges, the Zika virus broke out in Costa Rica two weeks before departure and BMW was keen to explore alternative options such as Miami or Atlanta, although eventually opted to stick with the original choice, ensuring staff were fully updated and advised before travel. The event itself was described as spectacular, with activities including a stay at the private suites at the El Mangroove Hotel, a luxury catamaran cruise and paddle boarding lessons with a private guide. This even was highly commended in this year’s C&IT Awards as Best Incentive of the Year.

 

Verdict:

Details of the ground programme were kept secret from guests prior to departure, then unveiled onsite with daily room drops and surprise touches, which was well-received by delegates. The client described the event as a high-profile adventure, which met the exclusivity and ‘wow factor’ they were after. Guests now hail this incentive as "one of those trips that you have to get on to. It is the elite of the network. Not qualifying would be a disaster."


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