Having delivered incentives for this client across the world, we like to think we understand their brand. So when we were briefed with taking their 97 top-performing dealers, from eight European regions on an inspiring trip to Japan to showcase the history and background of the brand, we knew we could deliver. With an educational element to the trip it was vital to wow guests with a luxury experience that revealed the best of Japanese culture. We created a programme embodying the Japanese philosophy of omotenashi, or hospitality, and motivated guests to implement it in their market through a truly engaging communications campaign reflecting a desire for success.
With 97 guests, seven mother tongues and zero universal languages, this
event required meticulous planning to ensure a seamless delivery. Guests flew
into Tokyo on ten different European flights and were immediately ushered
through a bustling train station and onto a privatized bullet train carriage –
our attention to detail and synchronisation skills put straight to the test as
we transferred cumbersome luggage on a separate transfer vehicle to Hiroshima.
Rested after a night at a luxury hotel, guests were treated to an
exclusive behind-the-scenes tour of our clients top-secret manufacturing
processes and a special insight into the history of the brand. This privileged
and coveted invitation-only experience was followed by a Japanese feast
attended by the Global Directors – a meticulous seating plan ensuring maximum
visibility for each host – with a ceremonial sake barrel opening and an epic
taiko drumming performance rounding off a traditional Japanese evening. Unique
experiences were scattered throughout the programme: guided Buddhist
meditation, elegant geisha performances, championship sumo matches and an
evening river cruise on a traditional yakatabune boat
overlooking Tokyo’s neon-tinged skyline. Final evening celebrations included a
drinks reception in a privatised area of Tokyo’s most popular rooftop
bar, a sophisticated dinner overlooking the city and after-hours
access to a Roppongi Hills Club.