Written on 7^th August 2020

TAG wins Incentive Event of the Year at C&IT Awards – Americas 2020

TAG’s Event division in the US have been announced as the winner of this year’s C&IT Awards – Americas Incentive of the Year accolade.  

This prestigious award came just 12 months after expanding into the US market. TAG faced some fierce competition in the category, but it was the innovation, triumph in the face of adversity and sheer ambition which made this event stand apart.  

Bethany Chamberlain, Event Director USA, explains, “The brief was to create and implement our client’s annual incentive trip for the top sales employees, plus partners from across the globe. Requirements were to match the first-class experiences for 156 guests, in a unique destination and create bespoke activities and dinners.  

"We took a risk pitching Asia. Our client was accustomed to staying in wealthier locations, but we wanted to try ‘less luxury more experience’. The marketing approach had to change in order to entice and inform guests about Vietnam to manage expectations. Needless to say, the risk paid off and the delegates were simply blown away by the experience.” 

The program, which included a river cruise, rice field biking, a Monk Blessing and a private island beach party, was not without its challenges though.  

“Just two weeks before departure, the DMC we had been working with disappeared. Despite it being dry season we encountered torrential wet weather six hours before an outside dinner and a national mourning resulting in events being banned,” says Bethany. “These are an Events Managers worst nightmare, but we overcame them one by one, even managing to find 100 umbrellas for our guests – no mean feat in dry season!” 

While it may be some time before international events like this are back on corporate agendas, the Events team are not resting on their laurels. During the pandemic they have pivoted several events, taking planned live sessions virtual, and are continuing to explore domestic options. 

Director of Events, Sam Robson, explains “Corporate confidence in taking staff or resellers abroad may be a way off but there are plenty of unique inspiring and instagramable incentive opportunities domestically. Our teams across the globe are looking for meaningful, memorable, exciting and educational experiences close to amazing local hotels to tempt our clients to keep with their incentive programme. 

“After all, we’re now officially an award winning team – you wouldn’t expect anything less!”