Case study: Group Incentive

BMW i – Iceland

  • Sector Automotive
  • Destination Iceland
  • Attendees 25
  • Date March
Volcanic landscape of Iceland

What did the client want?

A high-profile, unforgettable incentive to a challenging and exhilarating destination was a must; somewhere with the headline appeal that really counts when it comes to motivating agents to generate and pursue leads, as well as encouraging a bit of friendly competition that we planned to carry over to the trip itself. With BMW’s focus shifting to more sustainable technologies, there needed to be an emphasis on the destination’s eco credentials. So where better than the stark and stunning landscapes of the world’s renewable energy innovator, Iceland?

What made it stand out?

Brimming with adventure, exhilarating activities and spectacular scenery, we put together a three-day programme with a competitive edge and packed with thrills, spills and automobiles. An awe-inspiring Icelandic wilderness expedition started when guests were given keys to their very own powerful off-road vehicles, provided with coordinates and sent out into the wild – while a team of local experts kept watch from afar.

With the ‘King of the (off) Road’ title claimed, the voyage continued on a convoy of snowmobiles to a bespoke glacier camp, specially constructed for a remote night under the stars. Guests were treated to a rustic barbecue dinner on arrival, complete with a bar and DJ, before turning in for the night. When the weather took a turn for the worse, rather than sheltering in their tents, the agents decided to keep warm by tackling the elements head-on and challenging one another to a tug-of-war in the midst of a snowstorm.

4x4s driving along a gravel road in Iceland
People bathing in the Blue Lagoon

Guests emerged bleary-eyed the next morning and had to dig their 4x4s out of the fresh snow in order to complete their journey back to Iceland’s compact capital for a leisurely afternoon exploring its colourful buildings, meeting its creative residents and experiencing its thriving café culture. The final night’s farewell was hosted at KOL Restaurant – a spectacular final night of craft cocktails and New Nordic cuisine.

No trip to Iceland would be complete without a visit to the iconic Blue Lagoon. Surrounded by stark black lava fields and snow-capped mountains, this natural spa is one of the most visited sites in the country. And with good reason. Its mineral-rich milky waters, rolling clouds of steam, regenerative silica mud and futuristic geothermal plant mark it out as an otherworldly place. Guests sipped on cocktails in the lagoon before a final meal overlooking this inspiring location, boarding their flight home having traversed rivers, summited mountains, feasted on local produce, bathed in geothermal waters and slept in the wilderness on an ultimate Icelandic adventure.

How did the event add value?

The incentive achieved their target of doubling sales volumes for the new BMW i hybrid model. The momentum it generated led to a continued uptick in sales long after retailers returned to work.


“It is getting harder and harder to deliver something with wow factor but that’s where Black Tomato Agency seems to have the edge. They get the brief, understand the audience and deliver a seamless end-to-end programme with minimum intervention from the client.” 

General Manager

Skogafoss waterfall with a rainbow, Iceland

The numbers

  • %

    Increase in hybrid car sales

  • %

    Renewable energy used in Iceland

  • Guests travelling from across the UK

  • Miles from the Arctic Circle

  • Specially modified 4x4s

  • Degree naturally heated water in the Blue Lagoon

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