Elevating Achievement and Celebrating Culture in the Swiss Alps
At a Glance
This annual, high-profile incentive program was designed to recognize and reward top sellers in the brand’s sales and development market. As a long-standing strategic partner to one of the world’s most recognized hospitality brands, we’ve had the privilege of designing and executing their annual President’s Club incentive trip for over 15 years. This year’s program was created to celebrate top sales achievers in the brand’s sales and development market.
Set against the stunning backdrop of Switzerland and offering a dual-destination experience to both Lucerne and Interlaken, the program blended refined elegance with authentic local experiences to deliver a journey that was both aspirational and deeply meaningful. Rooted in the client’s business objectives, the program not only rewarded achievement but also inspired future performance. Despite budget constraints, we strategically prioritized spend to maximize impact—leveraging trusted vendor relationships, creative program design, and deep knowledge of both the audience and the brand.
By the Numbers
- 15+ years of enduring partnership with this client, a testament to their trust and consistent results
- 90 total attendees
- 8 of the past 10 years have seen an increased number of qualifiers
- 2 distinct destinations, each offering unique and memorable experiences
Opportunity
Bishop-McCann embraced the opportunity to design, build, and bring to life this incentive event in a new destination. When a client’s top performers are spread across the globe, it presents a unique set of logistical challenges. While the majority of the 90 participants were based in the United States, this program also welcomed attendees from Canada, Brazil, Singapore, and China. This required a thoughtful approach to communications and cultural integration.
Crafting an elevated and authentic experience for this diverse group of well-traveled individuals meant our first major hurdle in the planning process was identifying the right hotels and venues—specifically, private, boutique properties that reflected the cultural essence of the destination. Because of the client’s own expertise and high standards in the hospitality sector, a flawless stay was a top expectation. These unique locations fell outside of traditional sourcing platforms, which made vetting and comparison of unfamiliar destinations more complex.
Beyond identifying boutique, culturally rooted venues not listed on standard platforms, we also needed to craft immersive experiences tailored for this highly discerning group. We carefully matched excursions, entertainment, and dining to attendees’ varied interests (offering high-adrenaline options like parasailing or glacier trekking for younger or thrill-seeking attendees), while providing cultural immersion experiences (such as local cooking classes or artisan meet-and-greets for more mature or globally minded groups). For those with diverse preferences, we designed flexible “choose-your-own” itineraries, ensuring everyone found an activity that sparked joy.
Several other special considerations needed to be addressed to ensure a seamless and inclusive experience. Protocol requirements included accommodating VIP arrivals with discreet handling and expedited check-in processes. Dietary needs also had to be carefully managed through pre-event data collection to allow us to provide customized menus that respected religious, cultural, and health-related restrictions.
Additionally, we wanted to implement enhanced security measures at select venues and off-site events to ensure the safety and comfort of all participants, particularly those traveling internationally. Cultural sensitivity was top of mind as we worked closely with local partners to ensure appropriate etiquette and representation across all elements of the program. The program’s unique complexities—from global attendees to a discerning audience—were opportunities to showcase our team’s expertise and deliver an unforgettable event. We leveraged every challenge to craft a richer, more personal experience that elevated the brand and exceeded expectations.
Outcome
Guided by the overall theme of “Elevate” (implying altitude, growth, and refinement), winners and their guests were treated to a once-in-a-lifetime, dual-destination trip to Lucerne and Interlaken, Switzerland. From high-adrenaline excursions and off-the-beaten-path cultural touchpoints to elevated accommodations and custom gifting, every moment was intentionally designed to surprise and delight.
Activities like curling with a local pro, parasailing over the lakes of Interlaken, a scenic rail journey to Jungfraujoch, and immersive Swiss chocolate-making workshops offered unique, memory-making moments. Parasailing proved to be an overwhelming success, with the vast majority of our guests taking part. Witnessing the joy on their faces as they landed, often followed by spontaneous high-fives, created one of the most memorable moments of the entire experience. On a more personal level, many attendees fulfilled a long-held dream of purchasing a Rolex—made even more meaningful by acquiring it in Switzerland, where both prestige and cost savings added emotional and financial value to what became a new family heirloom. These custom activities made attendees feel seen and valued as individuals.
The overwhelmingly positive verbal and written feedback we received from attendees affirmed that the program hit its mark. From personalized touches and high-end accommodations to immersive cultural elements, every detail was meticulously designed to evoke a sense of wonder and reward. This emotional resonance and sense of being “pampered and appreciated at every turn” ensured attendees felt a powerful sense of JOY, making the experience both relevant and long-lasting.
Final Experience
Starting from the moment attendees were welcomed to their first hotel, this President’s Club blended intentional, thoughtful moments with spontaneous surprises. When arriving, they were personally welcomed by a local representative from Victorinox who guided them through a curated display of Swiss-made gift options. Each guest selected their preferred item and had the opportunity to personalize their choice with an inscription, name, or initials—creating a meaningful, location-specific memento that blended Swiss craftsmanship with individual recognition.
Additionally, the king’s table for the welcome dinner featured traditional Swiss elements as decor, including a decorative cowbell placed at each setting. At the conclusion of the evening, our host surprised the group by announcing that the cowbells were not just part of the décor, but also a personal parting gift for each attendee. We also sourced a traditional Swiss tavern to host an immersive cultural dinner, complete with regional cuisine and interactive entertainment that brought local traditions to life.
Finally, we curated moments based on what we knew about this particular set of attendees. For example, we knew the high-energy, mid-career sales team appreciated interactive entertainment, so we partnered with a traditional Swiss folk band that encouraged audience participation. This not only infused the evening with authentic local flavor but also got attendees onstage, turning spectators into performers and creating high-energy, unforgettable moments that reinforced group connection. In contrast, the C-suite group experienced an elegant alpine gala dinner, complemented by classical music that matched the expectations of a more senior audience.
JOY Moments
The JOY was palpable as guests discovered just how personalized their experience was, making them feel celebrated on an individual level. When one couple expressed a lifelong dream of skiing the Swiss Alps—an activity not originally included in the program—the team quickly stepped in to make it happen. Within a short window, we identified nearby slopes, arranged lift tickets, secured transportation, and coordinated gear rental, all without disrupting the core itinerary. Upon their return, the couple shared photos and heartfelt gratitude for the support in making this personal dream a reality. It was a powerful reminder of how even unplanned moments, when handled with care and flexibility, can become the most meaningful memories of the entire program.
The program also created JOY by offering freedom and choice. To ensure the program met everyone’s expectations, we thoughtfully balanced the schedule with planned activities and free time. During a night on their own, attendees explored the destination and indulged their personal culinary interests at their own pace. They embraced the full spectrum of Swiss cuisine (from casual food truck bites to unforgettable Michelin-starred meals), creating personal stories they continued to share long after the program ended.
Through meticulous planning and a deep understanding of the attendees, the program delivered a powerful blend of curated surprises and personal touches. The result was an experience that consistently sparked JOY, reinforcing company values while creating lasting, unforgettable memories for every guest.
Quotes
“We have never been on one of these trips that we have not been pleased with. It’s a blessing, and it is what I look forward to every year to share with my wife.”
“The attention to detail, hotel and activity selection and overall location made this an incredible experience.”
“This trip was amazing. The location was spectacular and there was something for everyone to do regarding the fun activities. The hotel stays for each location were beautiful. One of our favorite parts of the trip was the small touches when returning to the room with the notes and local food/gifts.”
“This was a beautifully organized and flawlessly executed trip. From the flights, excursions, transportation, and hotel venues- it was effortless and was a great time celebrating the wins of 2024!”
“It was my favorite yet! We loved it.”
“Another home run!”
“We felt very pampered and appreciated at every turn, really a wonderful experience all the way through and greatly appreciated!”
