Case Study

  • Agency: Prexo, France
  • Client: Renault
  • Destination: Stockholm
  • Event: Club de L'Elite Reward
  • Time: June 2003

BRIEF

To create a truly memorable reward programme as the finale for the 2002/2003 Renault Club de L’Elite campaign.

LOGISTIC REQUIREMENTS

To provide the complete programme organisation for a 3 day reward programme for 600 persons, including accommodation, meals and events – and where all guests had to feel special.

PROGRAMME

300 couples arrived on Friday afternoon and were accommodated in 2 hotels, the Sheraton Stockholm & and the Radisson SAS Royal Viking hotels. The first social event was to be a “vault dinner” and, to achieve this objective, the group was divided in to 4 parties and 4 different cellar restaurants in Stockholm’s Gamla Stan (old town) were used, each providing exactly the same menu. On Saturday, the group was divided in 16 smaller units, all of which enjoyed the same activities but in a different order. The activities included a visit to Drottningholm Palace with a private concert in the chapel; a tour of Gamla Stan on foot, during which historical characters & medieval musicians appeared in relevant or strategic places; a visit to the Skansen Open Air Museum with lunch and the fantastic Wasa museum. Saturday evening’s gala was arranged in Stockholm City Hall, drawing considerable inspiration from the Nobel Awards Ceremony, with presentation of the Renault Awards in the Golden Hall and the Gala Dinner in the Blue Hall. Sunday was given over to relaxation, with a cruise through Stockholm’s archipelago, using 4 veteran steam boats. The group disembarked outside Stockholm for lunch in the country side, before returning to the hotel.

IN PRACTICE

Planning and preparations started just over a year before operation and the composition of a logistically feasible yet creative programme proved to be challenging. The operation required 16 motor coaches for all transportation. With 16 units often involved in different activities simultaneously and yet which had to be all together at other times, the on site management staff had to be perfectly focussed on timing and coordination – thinking one group at one time and 16 groups at other times.

RESULT

Renault chose Stockholm and First United for a second Club de L’Elite Reward in 2004 and for the Top Niveau DIAC event in 2006