Distributor: Reimagining Group Travel
A building materials supplier makes an emotional connection with Corporate Social Responsibility
The Client and Their Past State
The Client
The Audience
The Objective
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 Challenge
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
Making a Difference
Above and Beyond
High Engagement
“In the last 30 years of running incentive trips, this was the most successful and memorable one we’ve done.”
How They Got Here
Marketing
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
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- 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
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- 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
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- 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
- 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.
