What did the client want?
We were tasked with creating an engaging and inspiring communications campaign for a 275-strong network of sales reps to motivate them to achieve their two-year strong sales goal. The incentive? The chance for top sales performers, who had exceeded business targets and made a significant contribution to the company’s financial success, to win two places on the luxurious Star Academy reward trip to Provence. When it came to the trip, the brief was simple; create a programme packed with wow-factor experiences that guests could not expect to enjoy on their personal holidays.
“To be recognised in this way makes you feel very valued. We all strive to go above and beyond, and knowing rewards like this exist puts that little bit more incentive into going that extra mile”
How did we inform and engage the audience?
With the Star Academy logo adapted to incorporate the colours of the French flag, the incentive was launched through a mobile event microsite loaded with clear qualification criteria, intriguing destination information and a countdown to the highly coveted reward getaway.
As the trip dates neared, inboxes pinged with Star Academy alerts and contenders were captivated by a beautifully edited destination teaser video on their phones and online, highlighting what lay in store for successful reps.
Once announced, all 24 winners and their partners were hand-delivered a bespoke luxury travel pack, filled with destination-relevant treats to both reward and tease at the same time. Leather travel accessories arrived wrapped in branded hessian cloth, packed with lavender-infused chocolates, Provençale salt pots and personalised pocket travel itineraries inside a wooden keepsake box etched with the Star Academy logo. This was the first physical asset winners received as part of the incentive and it left them feeling rewarded and inspired long before take off.
What made it stand out?
The programme kicked off in style with helicopters on hand for the ultimate VIP transfer. Guests flying in low over the iconic landscapes of Provence to Domaine de Manville, their home from home for the following two nights. Its idyllic location, with nature trails leading to breathtaking views at every turn, made this stunning collection of converted farmhouse buildings the standout choice.
The first-class experience continued with a visit to Châteauneuf-du-Pape, famous the world over for its indulgent red wines and a welcome opportunity to sample some of the finest tipples stashed in the cellars before a sumptuous gastronomic feast at La Table des Fines Roches.
The exceptional experiences didn’t let up and guests were honoured to meet the legendary Camargue Gardians (Gallic cowboys unique to this little-explored area of southern France) for a day of horse riding, quad biking and cycling through the sprawling estate.
Personal touches were scattered throughout the event and the Star Academy logo, now synonymous with success, was used to add to this truly memorable experience. The gala dinner was no exception. The impressive architecture of Carrières de Lumières played host to the final night gala dinner, with giant works of art and the incentive logo projected onto every surface of this spectacular limestone-walled former quarry. The setting, atmosphere, branded touches, food and music all combined to cap a truly memorable programme of once-in-a-lifetime experiences.
How did the event add value?
An insightful post-event survey revealed that the trip had increased employee engagement and motivation through its enticing mix of exclusive group activities and sumptuous meals in lavish venues. Satisfaction with the event surpassed the very high standards set on the previous year’s trip with us to Sorrento and afforded guests lots of opportunities to forge personal relationships with those outside their regular work circle, as well as reinforcing existing ones, promoting a collaborative work culture on the return to work.
“It felt like such a treat doing things and going places we wouldn’t ordinarily go to […] Being able to share the experience of somewhere completely new with my partner, it is definitely an incentive worth working hard for!”
Healthcare Access Manager