CHICAGO – Creative Incentives received a Crystal Award by the Society of Incentive & Travel Executives (SITE) for the Most Outstanding Incentive Travel Program – Up to Three Nights, Under 200 Participants for their “Unthinkable” program for Avroy Shlain Cosmetics. SITE recognized the best incentive campaigns, special/motivational events and promotion campaigns at a 7 December ceremony during the organization’s International Conference in Monterey, California.
Avroy Shlain Cosmetics, the largest direct selling beauty house in South Africa with more than 34,000 consultants, wanted to create an incentive program to reward its top 50 sales recruiters. Themed Unthinkable, the incentive’s objective was to create an unforgettable experience that would motivate these top performers to earn the next unthinkable reward.
Avroy Shlain required the destination to be a five-star, all-inclusive stay at an African destination, fit within the timeframe and budget, and remain a complete mystery until departure. After discovering that a full moon eclipse would occur during the trip, Creative Incentives was inspired to develop a theme around this rare event and set out to find the perfect location. The Indigo Bay Island Resort & Spa on Bazaruto Island off the mainland coast of Mozambique was selected because of its exquisite tropical setting in the warm waters of the Bazaruto Archipelago. Creative Incentives confirmed internationally renowned expert astronomer, Chris Engelbrecht, Ph.D., to host the Night Under the Stars event on the first evening. A special telescope and viewing equipment guaranteed a spectacular night.
Charter carrier Rovos Air was hired to whisk the winners to Mozambique in luxury, and Creative Incentives got permission to land directly on Indigo Bay Resort’s airstrip where Customs officials could quickly clear the group. Winners received instruction to bring only their passports and would learn about the destination once the aircrafts were in flight, at which point organizers would send loved ones contact information.
Disaster struck when Favio, a tropical disturbance in the central Indian Ocean became a Category 1 cyclone and headed toward Bazaruto Island. Favio intensified as it rounded the southern tip of Madagascar and reached Category 3. One week before departure, Indigo Bay Resort informed Creative Incentives that the property suffered extensive damage and would be closed indefinitely.
In the midst of peak season, Creative Incentives investigated alternative destinations such as Zanzibar, Kenya and Mauritius. An emergency meeting with Avroy Shlain led to the decision to shift the event to the island of Mauritius. After struggling to find suitable accommodations, The Residence, a five-star deluxe hotel on Mauritius, confirmed they could accommodate the group. Though the itinerary was adjusted to accommodate different flight times, the full moon eclipse would remain the central focus upon arrival.
On March 3, the group departed for Mauritius but faced yet another challenge when, despite earlier clearances, Air Mauritius refused to load Engelbrecht’s 45 kg telescope. Negotiations proved futile, and the group had to depart without the telescope. But the event was not lost because — against all odds and regardless of the fact that many local amateur astronomers were planning their own events to view the eclipse — resourceful Creative Incentives staff managed to secure a telescope on the island.
The group enjoyed a chartered catamaran with music, food and snorkeling in calm turquoise waters; later, the Gala Awards Dinner featured exotic cocktails on the beach. The trip culminated with a surprise Sega Dance Spectacular on the final night showcasing a seafood extravaganza.
Avroy Shlain surpassed its program goal. The company embarked on the Unthinkable program to strategically drive growth and, since the conclusion of the program, has seen a 60 percent increase in recruitment.
About the Crystal Awards
SITE established the Crystal Awards in 1980 as a means to recognize the unique blending of objectives and imagination that enable motivational programs to be successful in achieving business objectives. The 2007 entry and judging process were completely electronic to provide a level playing field and renew the focus on each program’s ability to achieve its business goals. Incentive campaigns, special/motivational events or promotion campaigns held between 1 June 2006 and 31 May 2007 were eligible. Entries were evaluated by an independent panel of judges in the areas of return on investment, creativity and mechanics.
Generous support was provided by 2007 SITE Crystal Awards Committee Chair Michael Goldsmith. Other committee members include Charmaine Peterson, Kevin Whitfield, George Horney, and Padraic Gilligan.
The Crystal Award Program is sponsored by IMEX, a worldwide exhibition for incentive travel, meetings and events. Contributing sponsors include: Extraordinary Events, DaVinci Fusion, Go West Events, Kosta Boda, Incentive Magazine, Cloth Connection and That’s Cool Events.
About IMEX
IMEX will take place 22-24 April 2008 in Frankfurt, Germany. In 2007 3,400 exhibitors attended from 150 countries representing national and regional tourist offices, major hotel groups, airlines, destination management companies, service providers, trade associations and more. Over 3,500 hosted buyers from 57 world markets visited IMEX 2007, contributing to a total of 8,300 visitors for the show’s busiest three days ever.
About SITE
Founded in 1973, SITE is the only international, not-for-profit, professional association devoted to the pursuit of excellence in incentives, a multi-billion dollar global industry. SITE provides educational seminars and information services to those who design, develop, promote, sell, administer, and operate motivational programs as an incentive to increase productivity in business. Currently SITE has over 2,100 members in 87 countries, with 34 local and regional chapters. Members represent corporate executives, incentive companies, destination management companies, travel & event planners, official tourist organizations, transportation companies, hotels and resorts, cruise lines, trade publications, and supporting organizations such as restaurants and visitors attractions.
