Company: Unique

Programs: Travel

Program Types: Employee Incentive/Recognition

Program Details: A team of three agencies created the reward trip for Unique, which wanted a sophisticated, urban setting that would appeal to its young, dynamic staff. New York City was chosen as the destination, so the trip was themed "Unique Goes Broadway." A six-month-long communication campaign was created to build excitement. A red, white, and blue Big Apple logo was created. A monthly edition of a bilingual newsletter, titled "Unique New York Times," outlined program details, and a series of 3-D promotional mailings was sent to employees. One contained an American flag-print bow tie to be worn by male employees at the final event. Ladies received a blue boa to complement the men's tie. Confirmation information was sent to all guests in a custom-designed American-flag-print box containing a logoed T-shirt, shorts, cap, luggage tags, hotel information, and program guide.

Objective: When Unique, a Belgium temporary agency, wanted to celebrate its 25th anniversary, the company selected travel to reward its hardworking employees and build ongoing loyalty.

Supplier: Briggs Red Carpet Associates; Barkley Kalpak Associates; VCK Intercentive

Results: Logistics required that the group be divided in two, with 650 arriving on Friday and departing on Sunday. The 600 people in the second part arrived on Saturday and departed on Monday. Unique arranged for special check-in desks, customized signage, and special headrest covers on all 18 flights to and from New York. A custom-designed box suitcase, complete with visitor guides, maps, and snacks awaited each guest on arrival. A custom-designed wallet containing $85 to cover lunch and incidentals was also given to each person. A gala dinner on Saturday night at the Broadway Ballroom featured a talent competition by Unique employees and judged by Dutch TV personalities. The following day, employees rose early for an aerobics class aboard the USS Intrepid for all 1,250 guests. Everyone was treated to a "Streets of New York" themed meal after the class.