Destination Guide: Canada

Panasonic takes in town and wilderness in Canada

The TV maker wanted to dazzle top resellers with the best of Canada's urban and rural offer.

Montreal
Montreal

THE BRIEF To maintain its high-quality brand reputation and increase sales, Panasonic was keen to incentivise 30 key resellers for its System Solutions TV products across the UK.

CHALLENGES Panasonic wanted to offer a truly awe-inspiring travel experience for its channel partners to motivate them to exceed their sales targets. Maritz was asked to propose a five-night programme that would generate outstanding and enthusiastic take-up.

SOLUTION Charlotte Booth, project manager at Maritz was keen to build on the previous year's successful safari incentive, and to maximise the trip's proposed five-night duration. This meant looking to reduce on the flight time while securing a destination to impress delegates. "Montreal was identified as an ideal location," she says. "It's five hours behind GMT and with a relatively short flight time for a long-haul destination, it offered the chance to make the most of the time available. The city and surrounding area are also justly famous for their beauty, and a range of exciting and inspiring activities."

EXECUTION The group arrived late in the afternoon and was transferred to the Hotel Nelligan in Montreal. The next day started with a VIP visit to the Montreal Ice Hockey Clinic, where the participants were coached by the pros before playing a game against each other, with personalised ice hockey shirts awaiting them in the changing rooms. The afternoon was spent jet-boating along the St Lawrence River and its tributaries, followed by dinner.

After a morning at leisure, the top performers enjoyed lunch at the highest restaurant in the city - Altitude 737. Participants then departed for the Hotel Sacacomie rural retreat. The group arrived in time for a relaxing dinner before a local astronomer provided a guided tour of the glass-clear night sky.

Day three started with a quad-bike ride in the forest. Guests were then taken to lunch on the shores of Lake Cantichez in decommissioned armoured vehicles. After lunch, it was into canoes for a Native Canadian cultural experience on one of the lake's islands. Pre-dinner drinks were served on the route back to the hotel at a bear and beaver observation cage. Dinner was a barbecue in a converted maple-syrup-making shack, surrounded by snowy wilderness. The final day offered the option of fishing, horse-riding in the forest, or pure indulgence in the spa, before heading back to Montreal by seaplane for lunch and some shopping.

VERDICT Rob Healey, European head of marketing for Panasonic System Solutions, Europe was impressed. "The trip to Canada was ideal to reward our top ten resellers," he says. "The whole experience was breathtaking and the adventure elements showed the true face of Canada's wilderness."

FACTFILE
Client Panasonic
Event Incentive
Group size 10
Agency Maritz
Date June 1-5, 2008
Venue Hotel Nelligan, Montreal; Hotel Sacacomie, Sacacomie
Budget Undisclosed

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