We are søster. A creative agency using unique travel insight to fuel and enhance a brand’s offering. Delivering creative content, brand strategy and global experiences, we use wanderlust to inspire audiences and supercharge companies. As the sister of world-renowned travel company Black Tomato, we’re retailers as well as creators. This means our work is uniquely effective. We are able to draw upon insight into customer behaviour, travel industry expertise, and an understanding of future trends, which gives us an unparalleled understanding of the entire travel market. This knowledge allows us to provide an unsurpassed level of expertise for both brands in travel and those brands seeking to use travel as a vehicle to engage with and put themselves on their audiences’ map.
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MINI – Nepal
After a ground-breaking trip to Zimbabwe, we were challenged by MINI UK to dream up a trip that went above and beyond in terms of experiences and location – a nod to the journey of the retailers who qualified. The objective was to inspire the top-performing retailers with a once-in-a-lifetime trip with plenty of organised activities, providing a mix of wow-factor experiences and extreme adventure in an awe-inspiring destination that guests were unlikely to have visited on their personal holidays.
Nepal is relatively uncharted territory when it comes to incentives, which made it an attractive proposition for a pioneering brand such as MINI. As the first British incentive in the region since the devastating earthquake, there were plenty of pre-event wrinkles to iron out before the destination was incentive ready.
We packed the trip with unique and exhilarating experiences from start to finish, surprises were unveiled throughout the program. One reveal saw guests called to a motorcycle jacket and helmet fitting before an unforgettable scenic Royal Enfield road trip through Kathmandu’s bustling streets and into the surrounding countryside, with the requisite snack stops and photo opportunities being utilised en route.
Guests were later challenged to a scenic hike through some of the world’s most iconic landscapes to a remote camp, constructed over two weeks by local villagers and craftsmen, on a remote hilltop overlooking the Himalayas. A night in the wild was followed by a day of white-knuckle rafting and the crowning glory – an incredible gala dinner event that saw the entirety of Kathmandu’s Bhaktapur cordoned off and dancers performing on the illuminated steps of the temple just for the guests. A final lunch at mountaineering mecca Rum Doodle Bar & Restaurant with a talk by the youngest ever Everest summiteer, Temba Tsheri, provided guests with a final dose of inspiration before boarding their flight home.
The Lasting Impression
The winning retailers went significantly above and beyond the minimum 103% target across the leagues, achieving 110% overall. Amongst the qualifiers, 60% were first timers, with 40% having won a place on previous trips who were incentivised to overachieve once again for a seat on the plane. This automotive giant saw an 8.5% sales increase year on year and posted its best-ever figures, significantly outperforming the total new car market, which grew by 2% over the same period. The numbers are staggering, and the end result surpassed the expectations of both clients and guests.