Managing director Dale Parmenter said DRP planned to launch a campaign in coming months to boost its incentive travel work and aimed to ultimately grow the market to 15% of its overall business.
The incentive market currently comprises less than 1% of the agency's business and Parmenter said DRP would initially focus on selling into its existing client base and then entice new business through its campaign, the details of which are still being determined.
"I think the incentive market is going to come back," said Parmenter. "Existing clients have cut back on recognition events and they can't afford to continue this because they are driving their staff too hard."
Post-recession incentives would generally be less lavish and communicate tangible business messages to delegates, said Parmenter.
DRP also plans to bolster its team-building side, with the recent £500,000 acquisition of a large tract of land in Worcestershire that it will launch later this year. It plans to construct an indoor event space on the site and offer river-, forest- and land-based activities.
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