Our client brings together principals from their dealer network around Australia once a year. Many of their competitors spend very large sums to impress whereas our client needed to provide a special experience without the same budget. They usually hosted an awards night which included announcements of future incentives. This annual activity had become tired.
With limited resources Platinum Pass focusses on delivering all of the small elements in style and with a branded, personal touch. We also aligned all the elements under the one theme to make the whole event “feel” bigger.
Platinum Pass arranged airfares and accommodation at a five star hotel in Sydney. On arrival guests were directed not to the check in counter but to the top floor cocktail bar where they were greeted by “branded” hostesses for a drink and to meet the company’s executive team. Registration had been pre-arranged so all they had to do after a relaxing drink or two was to pick up their key and go to their room.
The theme of the evening was known to be “A Night at the Races” and gifts awaited each guest in their room, with directions of how to get to the evening’s venue.
On arrival at the exclusive venue the same hostesses greeted them by name and helped throughout the night. A live band provided quiet background ambience on arrival and bigger beats later on. The sommelier matched wines to the four course meal and the room was themed to feel like a racetrack with a dummy grandstand branded corporately. Races were shown on a big screen with a live race call. Jokester bookies took bets with funny money. The guest who won the most money on the night won a trip to the Melbourne Cup and the annual incentive announcement was met with wide applause – a trip to the Kentucky Derby – a trip fully planned and executed by Platinum Pass.
The night was a lot of participative fun including a “fashions on the field” catwalk segment and quite a few surprises to keep the fun up right to the end.
Guest feedback was unprecedentedly positive with many saying that it was the best function they had ever attended. The incentive, while actually less expensive than previous options, was so well received that sales grew immediately and this was bolstered by the distribution of mouse pads with images of the night as a reminder. Platinum Pass looked after all the big and little details so our client could focus on their business in the lead up and mingling with their guests on the night.