Case study: Group Incentive

BMW UK – Necker Island

  • Sector Automotive
  • Destination Necker Island, BVIs
  • Attendees 36
  • Date February
Necker Island Sun Loungers

What did the client want?

When we were tasked with presenting an exclusive money-can’t-buy itinerary to a luxury destination that offered an outstanding mix of activities, leisure time and indulgent touches throughout – we were confident we had an ace up our sleeve. It was vital that the destination be somewhere that even these well-travelled retailers would never have visited on their personal holidays, as the client’s objective was to motivate the strongest of its retail partners to fulfil stretch sales and business targets in order to win a place – so with that we settled on Richard Branson’s second home, Necker Island.

What made it stand out?

With all the onsite activities included, guests could choose to do as much, or as little, as they wished. Diving, water-skiing, sailing, paddleboarding and Branson’s favourite pastime of kitesurfing were all on the watersports menu – the man himself even dropped in for a quick chat with guests during Necker’s famous surfboard sushi lunch.

In addition to numerous hammocks swaying in the tropical breeze, the island also boasts two infinity pools, a swim-up bar and a beachside hot tub for those who preferred to soak up the idyllic setting and Caribbean pace of life with a cocktail or two in hand. With unparalleled barefoot luxury, VIP exclusivity and a completely personalised programme, there was no better way to reward retailers who’d gone the extra mile to secure their spot. It’s definitely one that will live long in the memory of all those who attended.

Catamaran Sailing in the waters off Necker Island
Hammock swinging in the shade of a palm tree on Necker Island

How did the event add value?

All the retailers agreed that the trip had incentivised them to overachieve in order to win a place on the plane. Guests reserved special praise for the organisation of the programme and noted that it had set a new bar for their internal events. When quizzed on potential improvements, their silence spoke volumes.


“If I am honest, this was somewhere that anyone would aspire to go to, and very few are lucky enough to experience it […] Having been on many manufacturer trips over the last 30 years, this was by far the best trip that I have ever experienced. Thank you!”

Head of Business

The numbers

  • VIP guests

  • Exclusive island buyout

  • Pieces of surfboard sushi

  • Appearances by Richard Branson

  • Personalised Panama hats

  • Air miles covered

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