Case Study: Reimagining Group Travel

A building materials supplier makes an emotional connection with Corporate Social Responsibility

The Client and Their Past State

The Client

A regional supplier of building materials based in the Southeast

The Objectives

To reconnect and reengage with loyal general contractors who had missed out on their annual group trip due to the pandemic. The program sought to:

• Segment the client’s audience and produce year-over-year sales growth among the various segments

• Build and retain contractor relationships and reinforce loyalty on both sides of the relationship

The Challenges

How to reimagine an international group travel program during a global pandemic that keeps everybody safe while still being inspiring and memorable.

The Client’s Current State and Key Results

&

Above and Beyond

Trip earners exceeded their assigned sales goal by nearly 200%.

Making a Difference

Through the food bank donations, the client and HMI were able to provide 40 families with a month’s worth of non-perishable food items and hygiene supplies.

High Engagement

On average, email open rates were over 57% and several sends saw over 80% open rates.
“In the last 30 years of running incentive trips, this was the most successful and memorable one we’ve done.”
Client President

“The trip was an unexpected pleasure. [The client] should be very proud of the way they were able to pull this off. Truly a rabbit out of their hat!”
Trip Participant

“Well planned, great coordination with all of the pandemic issues that were overcome. It was a perfect thank you.”
Trip Participant

How They Got Here

Marketing

travel website image
estatement email image

Program design

HMI developed a growth-based group incentive travel program for top achieving customers as well as top achieving salespeople with a memorable experience in beautiful Aruba. To help with incremental growth, personalized spending goals were set up for customers.

The group trip featured enhanced safety measures, more context on the local community, and a unique CSR (Corporate Social Responsibility) component to drive loyalty, comfort, and lasting memories.

Strategy & Implementation

Mobile App
    • Provided a more robust communications experience on the uniquely branded program app so that participants were more engaged while receiving consistent updates before and during the trip.
Health and Safety
    • Vigilant site inspection prior to sending group to the destination
    • COVID tests prior to both arrival to and departure from the destination
    • Hired a private company to do on-site testing
Corporate Social Responsibility
    • Reimagined the private welcome and farewell events with local entertainers and more unique décor and amenities, while providing substantial background information and context via the trip app to help participants connect more with the destination and local culture.
    • Voluntary CSR initiative that saw the client match HMI’s initial charitable investment in a food security project for local Aruban citizens.
    • HMI and client donated $5000 dollars’ worth of food for local Aruban families in need; was enough to feed 40 families for a month
    • Attendees had the option to help assemble food baskets during the trip

Interested in running a program like this one? Talk to an incentive expert today!



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