Corporate Events, Incentives, Conference Management | First Event

South of France Luxury Sales Incentive

Client

Overview

Since 2011, we’ve partnered with a leading UK construction giant to deliver unforgettable incentive experiences. Over the years, our programmes have evolved from exclusive VIP trips to national-scale initiatives, designed not only to reward top performers but also to drive measurable business results. In 2024, the client wanted more than luxury—they wanted scale, impact, and supercharged sales.

A lively crowd dances around a live band performing on stage at a brightly lit outdoor evening event, where guests in festive attire celebrate a successful sales incentive with tables buzzing with excitement. Incentive Event in Cannes Gala Dinner An acrobat performs on aerial silks suspended from a chandelier in a transparent tent, captivating an audience seated at tables for a unique sales incentive event. Trees and stone walls surround the spectacular venue. A lively band in suits plays trumpet, saxophone, and trombone on stage at a crowded sales incentive event, with an enthusiastic audience clapping and enjoying the music.

The

Challenge

How do you give 1,400 people a once-in-a-lifetime experience, while maintaining the VIP magic of an event traditionally reserved for just 200?

We needed to raise the bar. After over a decade of delivering high-end incentive experiences for this client, expectations were sky high. This time, we had to think bigger, better, and bolder.

The challenge? Create a showstopping trip and an incentive programme powerful enough to drive sales for over a year. It had to be irresistible, motivating customers to outperform themselves to qualify, and unforgettable enough to keep them coming back for more.

Our Solution

Cannes became the ultimate destination, with the Carlton Hotel providing glamour, prestige, and escapism. Planning started 14 months in advance, with a bespoke email campaign to maintain momentum and keep sales targets front-of-mind.

Every detail was designed to make 1,400 delegates feel personal and VIP:

  1. Custom-built event app

    With personalised profiles, messages, and concierge-style event support.

  2. Seamless travel logistics

    Ensuring delegates arrived effortlessly and in style.

  3. Two-wave delivery

    900 guests, then 500 top performers for the Golden Palm experience, making the pinnacle trip feel ultra-exclusive.

  4. Curated experiences

    Including private catamaran cruises, helicopter transfers, and Michelin-star meals.

  5. Regal gala dinners

    From beach-club glamour with Riviera-chic entertainers to a Golden Palm affair at Château de la Napoule featuring Marie Antoinette hostesses, Bridgerton-inspired theming, trumpeters, and candlelit courtyards.

  6. Interactive VIP touches

    Personalised gifts, bespoke experiences, and opportunities to connect with executives and peers in intimate settings.

A group of musicians in white wigs and period costumes perform outdoors, celebrating a sales incentive, for an audience in front of a historic stone building and lush green hillside. The scene is framed by an arched entrance. A grand, illuminated hotel at night is seen in the background, while in the foreground, people gather and dine under lit tents, celebrating a sales incentive with a festive atmosphere and colorful lighting.

Event Success

44.6%

Increase in sales vs. target

779.3%

Increase in sales vs. original baseline

87%

Average email open rate over 14 months.

Why

It Worked

Its success came from the seamless blend of strategic intent and immersive luxury. The prestigious venue and stunning destination inspired delegates, elevating the overall experience, while tailored communication and storytelling kept motivation high and sales goals front-of-mind. Every element, from the personalised event app to the gala dinners, reflected meticulous attention to detail, creating a seamless, memorable journey.

Exclusive experiences reinforced status, strengthened relationships, and made the reward truly aspirational. By delivering luxury at scale, the programme made each delegate feel valued and celebrated, driving engagement and loyalty.

Key insights:

  • Luxury and exclusivity drive performance.
  • Personalisation at scale makes large programmes feel VIP.
  • Phased experiences maintain excitement and engagement.
  • Shared, curated moments build loyalty, collaboration, and brand connection.

A woman sings into a microphone on stage with a live band, including a guitarist and drummer, performing at an elegant indoor sales incentive event with seated guests and chandeliers overhead. Two women in bright yellow tulle skirts and headwraps perform at a vibrant indoor sales incentive event, entertaining a seated crowd of guests at decorated tables in a festive atmosphere.

Explore More

Want to see how we create an unmissable event? Explore our incentives services or get in touch with our expert event team.