New York – Incentive Trip

New York City from a different perspective and reinvented.

Event Production provided by Make Happen

Brief

Our client wanted to incentivise a group of 10 of its Business Development Managers who had assisted in creating some of the company’s iconic campaigns and to thank them for their support over the last 12 months, and we knew we needed to create something special.Taking place in the last week of November 2017, our team got to work and Sophie headed off on a fam trip ahead of the event, to make sure the location and experiences would exceed expectations and offer something much more than a simple holiday.

In terms of production, Make Happen was briefed to design, plan, produce and deliver all aspects of the incentive, working closely with the client.

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Solution

We pitched 3 or our up and coming destinations to the PR giant, all of which offered something quirky, new and something they wouldn’t be able to experience elsewhere; New York was the immediate favourite. It was a place where many of the stakeholders had travelled before but wouldn’t have been able to find the back stage/secret experiences we were offering.

In terms of challenges, we wanted to change people’s perceptions. Take them away from the everyday tourist attractions and show them a side to NYC that they wouldn’t have experienced before. Our client was immediately on board and we looked into the up and coming hot spots in Brooklyn, Williamsburg and Chelsea.The event itself was described as once in a lifetime not only by the PR group but our own employee Sophie who couldn’t believe how much of New York was still undiscovered.

The group took part in:

  • A behind the scenes look at Broadway, meeting actors and actresses from famous musicals.
  • A graffiti lesson/workshop with a famous Brooklyn artist, becoming a part of the famous Bushwick Collective.
  • An intimate Jazz and Soul performance specifically created for the group, experiencing the true vibe of New York.
  • A luxury high-rise experience, dining on top of the city at sunrise. Waking up with the city that never sleeps.
  • Experiencing the city from above, a private champagne helicopter tour

The dining experiences were also as quirky as the trip was, hidden Mexican venues, luxury oyster bars at train stations and cocktails in a bank vault.  

Verdict

The activities were kept secret from the group before travel and unveiled at the beginning of every day over breakfast or with surprise room drops, further increasing the level of engagement from the group and maximising the excitement.The client described the event as exclusive, who had never even heard of some of the experiences we were offering or even imagined she would get to experience, consequently, creating the wow factor for the guests and matching the trip to our client’s culture and values.

Guests continue to talk about the trip at every board meeting and consider it a privilege that they were able to experience the true, but hidden New York.

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