CASE: Communication trajectory ‘Join the beat of South Africa’
Last year, Lotte, Diewertje, Amy and Dian travelled to sweltering South Africa with 170 people for a 5-day sales incentive trip for our client from the white goods industry. The aim of the trip was to give the participants, in a short space of time, a the complete South African experience to let them experience, to strengthen the relationship between the sales team and the owners of the sales branches and to make memories that would be talked about for a long time. In the run-up to this trip, we used the goMICE Stretching Method various communication moments deployed to activate, motivate, inspire and enthuse the participants for the trip. Curious how? In this blog we take you through the communication journey surrounding this adventurous trip.
From The Taste of Russia to The Beat of South Africa
The Taste of Russia 
Whereas the organisational process for a group trip normally takes roughly a year, this trip was somewhat out of the ordinary. In 2020, the client chose Moscow & St Petersburg as their destination. A unique and fantastic choice of destination at the time! In the run-up to this trip, we also used various communication moments via the goMICE Stretch method to activate, motivate, inspire and enthuse the participants. All under the travel concept ‘The Taste of Russia’! Over the course of 12 months, participants received a surprise every month in line with the travel theme. Examples of these include:
The delivery of Russian delicacies accompanied by a suitable message;
A lovely destination video;
The deployment of the goMICE activation app for a knowledge quiz about Russia, where great prizes could be won by the participants.;
The highlight within this Stretch concept for all participants was the delivery of a Fabergé presentation box with space for 6 unique Fabergé eggs (fictional eggs, of course). The eggs were all delivered containing a unique code with which a subsequent level in the knowledge activation could be unlocked.
Unfortunately, the sales incentive trip to Moscow and St Petersburg ultimately could not take place due to the COVID-19 pandemic and subsequently the war in Ukraine… so a new destination had to be chosen quickly.
Join the beat of South Africa 
In 2022, the choice is South Africa! A completely different destination, but certainly unique and special nonetheless. The Stretch method was also applied at various points during this trip. Think of:
A lovely home invitation in a South African style- A brilliant destination video highlighting parts of the trip
The development of a visual travel theme that was used on all communication expressions before and during the trip. Such as on luggage labels, a packing list, lanyards, beach flags and menus.
The deployment of the goMICE travel app. This allowed participants to view the complete travel itinerary, current flight and weather information, locations via maps, and push notifications from goMICE clearly in one app. In addition, photos could be uploaded into the app during the trip, meaning everyone contributed to a large shared album!
Finally, we also handled the final evaluation with the participants. How did they enjoy all parts of the trip? What areas were there for improvement, and which destinations are on the hotlist for a future trip?
Partly due to this communication campaign, the participants looked forward to the sales incentive trip with great enthusiasm. Which also proved to be a truly golden trip!
Curious about the travel itinerary? Then read the accompanying case blog right away: 5-day sales incentive trip to magnificent South Africa!