Incentive for Pharmaceutical Company, Venice 2011
We were tasked by one of our key clients to develop a 4-day European incentive programme to reward the top 2% of their UK and Ireland sales force. They specifically briefed us to design a once-in-a-lifetime event that attendees would not be able to design on their own.
Our Solution
Following the success of the previous incentives in Marrakech, New York and Monaco, and given the group demographic and time of the year, Venice was chosen as the incentive destination as it is a famous landmark city whose hidden treasures are hard to experience as a tourist. Gritti Palace, a 5* hotel on the stunning Grand Canal, provided the 38 winners and partners with a hospitable and memorable home during their time in Venice.
The ground programme was a blend of activities that are a must when visiting beautiful Venice and some that are not suitable for individuals or are simply financially out of reach for most travellers. These included meals at charming high-end restaurants such as Café Florian and Antico Pignolo, a private concert in Saint Mark’s Basilica, for which W&O had to obtain a special license, and a memorable gala dinner at the Palazzo Pisani Moretta which was hired exclusively for the group.
The best moments of the trip were captured on camera by the photographer who accompanied the group for the entire duration of the programme. And to make sure the ‘taste of success’ lasted even after the winners return to the UK, they were all given an electronic picture frame with carefully selected images from the trip.
W&O provided full event management services from flight management and venue sourcing to personalised winner communication in the build up to the event.
The Challenges
Quite possibly the biggest initial challenge was identifying the right destination, especially as the target was extremely well travelled, certainly within Europe.
A later concern was raised by the weather conditions in Venice where a few days prior to arrival, the city was flooded by torrential rains. Given that most group activities were planned to take place outdoors, solutions had to be drafted for Plan B – nothing that fazed our team! Luckily, all the rain clouds had disappeared for the groups’ arrival and the weather could not have been better for the month of March.
The Highlight
Despite the fact that Venice is fairly close to home, we succeeded in making Venice extra special with a healthy combination of ordinary and extraordinary activities – and plenty of free time. The gala dinner in the privately hired Palazzo Pisani Moretta was unanimously acknowledged as the icing on the cake. Where else could you be taken to dinner by the original gondolas?!
The Client Feedback
Yet again our creative flair and delivery delighted both our client and their winners and subsequently, W&O Events was commissioned to organise the next ‘once in a lifetime’ incentive for 2012.
