“Anything happens in Grand Prix racing, and it usually does!” - Murray Walker

Programme objectives

  • Launch a 3-month incentive programme for partner resellers to drive sales of certain products
  • To include email communications, branded collateral, sales floor days and a desirable end of incentive event experience

The solution

We proposed a ‘Grand Prix’ themed programme with sales floor days (including CR’s version of the Stig a giant scalextric and F1 computer game), a bespoke incentive logo based around a Formula 1 crest and the incentive finale to the British Grand Prix.

All terminology used throughout the communications and branded collateral was based on the Grand Prix with an array of quotes from GP legend Murray Walker used to resonate with the target audience.

Montage of images front the Grand Prix at Silverstone

What we did

Based around the British Grand Prix, CR designed a weekend package whereby guests would get the VIP experience they deserved for taking part and more importantly earning their place on the programme prize.

The group of 25 winners met at a 5 star hotel in Oxford on the Saturday evening and as they checked in, were presented with an ‘Essentials for the GP’ welcome pack. The pack consisted of an outline itinerary, branded cap and sunscreen (for the sun), a rain poncho (in case it rained), earplugs (for the noise) and a guide to the British Grand Prix so they knew exactly what was going on and not miss out on the action. In addition to this, they also received their branded lanyard giving them VIP access, Silverstone map and as we like to call ‘Get Lost Card’… in case they, well got lost.

Saturday evening was to network and get to know everyone on the trip. Guests enjoyed a 3-course dinner at Brown’s Restaurant and an early night before the early wake up call for the Grand Prix the following morning.

Sunday, was Grand Prix Day! After an early morning start, a full day of racing commenced along with a champagne reception, fine dining and the best views of the track.

After a great day at Silverstone, the group returned to the hotel to freshen up before being transferred to the funky Crazy Bear in Stadhampton. On arrival, the group were greeted with a cocktail reception on the terrace and a 3-course dinner in a private dining room… complete with a screening of the World Cup Final for those avid football fans.

“I just wanted to say a very big thank you for all the hard work you put in over the weekend; as usual it was superbly organised and everyone had a fantastic time. I’m very much looking forward to the next event and activities we do together.”


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