Luxury Incentive: Ireland East and West

Diageo Brazil needed to create a unique and exclusive incentive for key distributers and clients. Custom Ireland were the chosen DMC to provide this service for Diageo Brazil in Ireland. Custom Ireland's brief was to design and implement a luxury incentive programme over 6 days incorporating company brands, top-class accommodation, transport and touring options. The programme options had to be available over three consecutive weeks for three incentive groups.

Firstly, it was decided that three separate groups would travel to Ireland for an incentive programme over consecutive weeks in the spring of 2010.
This was the client's first incentive to Ireland. Previously Diageo Brazil had rewarded clients with trips to destinations such as Scotland and Dubai.
Diageo wanted to showcase the venues associated with their products and the programme was created to that end. VIP Guinness Brewery and Storehouse tours were combined with a full day of culture and activities at the Baileys Farm. Ashford Castle, a former Guinness family residence, and the Merrion were the chosen hotels. All venues ensured that the premium Diageo brands were prominently displayed. Menus and travel related information were translated into Portuguese. Emphasis was placed on luxury with a seamless travel itinerary encompassing the very best of Irish culture, tradition and scenery.

A dedicated Custom Ireland tour director and Portuguese speaking guide met each group at London Heathrow, acompanying them to Dublin.
Due to the ash cloud disrupting air travel in April, each of the three groups were in some way delayed or postponed. For one postponed group, a reversed itinerary was arranged through intense effort on behalf of the Custom Ireland team with assistance from related suppliers. The hotels and Aer Lingus in particular executed changes at short notice, facilitating Custom Ireland in offering the complete package for all three groups.
Guests enjoyed fine dining, a Corrib cruise, Galway area sightseeing, VIP access to top Dublin clubs and even an impromptu football match in the castle grounds between Ashford Castle staff and Diageo Brazil. The Brazilians won!
Gift packs, printing and other details such as table decoration and private entertainment were sourced and managed by Custom Ireland. Custom Ireland staff were on call 24/7.