Case Study

  • Agency: Maritz Travel, USA
  • Client: Ford Division
  • Destination: Copenhagen and Bornholm
  • Event: Top Achievers Reward
  • Time: July 2004


To create a personalized, inspiring and relaxing programme of shore activities to be integrated in the cruise reward for top achievers.


To organise an á la carte programme, including accommodation and activities, for 56 guests in 2 destinations within 3 days.


The guests arrived in Copenhagen individually from various cities in the USA on Wednesday and transferred to their hotel, Hotel d’Angleterre – all accommodation in superior and deluxe rooms and suites. Restaurant The Paul in Tivoli Gardens was reserved exclusively for a gourmet reception and dinner on Wednesday evening, during which the guests were entertained by a classical harpist. After dinner, the restaurant was available for the group as a lounge until the Tivoli Gardens closed. On Thursday, Rosenborg Palace was open for a private viewing of the Crown Jewels and Royal Regalia, after which guests could enjoy a cruise tour of Copenhagen or an excursion to Frederiksborg Castle – or simply relax and enjoy Copenhagen at their leisure. The Royal Shooting Club was reserved exclusively for lunch, the members of the Royal Life Guards Music Corps entertained during cocktails. Lunch took the form of a gourmet buffet and guests who so wished could enjoy croquet on the lawn. After lunch, the guests boarded their cruise ship (exclusively chartered for the group) but, en route to the quayside, a “diversion” had been arranged at the Little Mermaid, where divers appear from the deep to serve champagne. On Saturday morning, the cruise arrived in the harbour of Gudhjem – a fishing village on the island of Bornholm – from where 3 different excursions departed, all of which terminated at the herring smoke houses in the village of Hasle. The smoke houses had been rented as the lunch venue, where a buffet and barbecue lunch of Bornholm specialities had been created and where the guests were entertained by a trio of local musicians. After lunch, the guests we driven back to Gudhjem, where they had time to explore local artisan workshops before the cruise continued to other Baltic ports.


One of the criteria for the programme was that it should have an extremely high service level and allow a large degree of personal choice, which automatically entailed a high ratio of staff to guests – 1 staff member per 8 guests, responsible for various activities and/or locations – and placed a premium on coordination of the various activities that were available for the guests.


The post event guest questionnaire revealed 95% guest satisfaction, computed on all features of the programme, from airport porterage service to hotel accommodation to DMC service levels.