January 24, 2018

The Background

We are honored to receive the 2017 SITE Crystal Award for the Most Effective Incentive Marketing Campaign for the Treasures of Tuscany program, created for Mercury Insurance. This is our 14th Crystal Award win, and the first in this category.

This win is especially meaningful to us because it showcases the work of our outstanding travel team including Vice President of Travel Programs, Marty Doyle, and Travel Experience Producer, Kirsten Adams. It also recognizes the work of Art Director, Brian Cobb, along with our talented Marketing Communications team, for all of the hard work and creativity they put into every program to produce beautiful and effective materials.

The Crystal Awards program recognizes "creative, practical, and truly memorable incentive programs that keep employees engaged and drive business. Winners represent excellence in their profession and offer an example of inspirational experiences and business results." The Most Effective Incentive Marketing Campaign category specifically awards motivational programs that delivered business results, and how innovative design and consistent communications engaged participants from the qualification period through the completion of the incentive travel experience to drive these results. Mercury Insurance is a market leader, offering personal automobile, homeowners, renters and business policies. The Treasures of Tuscany program was designed to generate sales growth for Mercury’s independent agency distribution channel, and to drive incremental results for internal staff. Next Level Performance was asked to increase program engagement in advance of the Treasures of Tuscany program, and to execute a flawless travel experience. The winners would receive a five-day trip to Florence, Italy, to experience the rich culture and flavors of the Tuscan region. Along with hand-crafted excursions and free time to explore, participants’ achievements would be celebrated at an unforgettable gala event with their peers and Mercury’s management team.

The Theme

The theme for Mercury’s program was inspired by the unique and beautiful "treasures" that Tuscany has to offer. Next Level Performance worked with Mercury to develop a robust communication plan to be sent to both the Mercury internal sales reps and to independent agents. Inspiring materials communicated the program goals and destination before, during, and after the program, with each branded piece tied to the theme Treasures of Tuscany, and highlighting the exceptional experience in store for Mercury winners. Next Level Performance established Treasures of Tuscany branding, rooted in Mercury brand guidelines, and created materials to convey program messaging. Once on site, Next Level Performance carried Mercury’s brand forward into the event itself. True to Mercury values, dedication to people and service were at the core of every experience. After days of exclusive excursions, guests were treated to an extravagant final night. Mercury executives recognized the successes of their top agents and reps, strengthening the relationships upon which the business partnerships are founded. The event was a showstopper, as guests were delighted by a surprise opera performance, where performers engaged the audience with a humorous twist. Together Mercury and Next Level Performance created an experience to remember, and which would always be associated with Mercury, inspiring results on future programs

The Results

Increases in sales, agent retention, and program engagement, can all be attributed to the program and the new and inviting communications created by Next Level Performance, before, during, and after the program. Results were above and beyond expectation. Most importantly, Mercury saw a 14% overall increase in sales, and a 400% increase in awareness about the program because of the successful communications. Beyond the positive growth and reward of a once-in-a-lifetime trip, Mercury fostered a greater connection with attending agencies, and provided important networking opportunities for high achievers. These intangible benefits positively impacted the company. Mercury has already seen increased interest in the 2017 program goals. By committing to excellence in communication, a highly desirable location, and on-going service to agents and customers, Mercury and Next Level Performance crafted a well-designed, successful incentive program that is still inspiring performance today. Watch the SITE Crystal Award video below!