PJH names agency for six-month incentive work

Competitive Edge has won a three-way pitch for kitchen and bathroom distributor PJH to run a six-month incentive campaign culminating in a four-night luxury trip to Omani capital Muscat this October. The trip is for 100 top-performing retailers and distributors and Oman was chosen to match PJH’s brief of ‘delivering the dream’, sales director Steve Johnstone explained: “We chose the destination because it’s still relatively new [in incentive terms] and will really match our brief.” Competitive Edge director Mark James added that it was vital the incentive stood out in a crowded marketplace: “In this sector, retailers are continually targeted, so it can be difficult to choose a suitable destination or an incentive with a twist.” Designed to boost sales, the pre-event campaign runs for six months to the end of July, targeting 300 retailers, each of which has been set individual sales targets, James added. The Muscat event will also provide a platform to launch a range of products. Venues and activities during the trip are being finalised, but dune bashing, a sunset dhow cruise and night “under the stars” have been tabled.

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