Client
British Airways Germany
Event
British Airways Top 100
Date
29-31 August 2008
Requirements
Visit London teamed up with partners Marriott International, Brook Green UK, London Eye, Madame Tussauds, City Cruises and the Roof Gardens to produce an incentive programme on behalf of BA Germany for its key booking agents. Last year, this annual event took place in Berlin. Visit London participated and sponsored one of the 2007 event elements. Visit London's involvement saw BA Germany decide to take its key booking agency clients to the capital for 2008.
Event solution
Thanks to the inside knowledge of venues and attractions provided by Visit London's Event Solutions division, it was able to arrange a raft of unique activities.
Destination Management Company (DMC) Brook Green UK devised a James Bond themed Treasure Hunt around the capital, allowing delegates to see all the sights in a fun and interactive way. Other elements of the two-day trip included flights on the London Eye, a drinks reception at Madame Tussauds, a visit to the Roof Gardens and a Thames river cruise.
Execution
As part of the James Bond Treasure Hunt, delegates were told they had to collect a secret calling card when they arrived in Berkeley Square to sample a Martini. The cards were handed out by one of the Brook Green event managers dressed as a bar tender. Delegates then had to write secret message on the postcards to spread the word on London back to their colleagues in the German office.
"We were looking to incorporate as many James Bond themes and ideas as possible into the treasure hunt," explains Brook Green UK’s Nadja Teich.
"I stumbled across a set of James Bond postcards and the Royal Mail had just issued a series of James Bond collector stamps. So it was the perfect way to get feedback from the delegates and to spread awareness about our James Bond Treasure Hunt in London."
Many of the secret messages written on the postcards included the key communication, which BA wished to convey - that Heathrow Terminal 5 was now working. Other postcards applauded London as a key destination of choice.
Results
"The highlight of our James Bond-themed Treasure Hunt was our look-a-like on Westminster Bridge dressed in the complete attire and holding a banana as a replica weapon," continues Teich.
"The feedback after the event was excellent, not only from BA but also from the guests. The perception of London is often that it's expensive and that it always rains. Well, that weekend we were blessed with the perfect summer’s evening. Delegates simply couldn't believe that such a gem as the Roof Gardens in Kensington could exist above central London."
