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The fulfilment of an incentive programme is the travel experience itself, but this is preceded by a motivational campaign, beginning with a launch event. Planning cycles vary depending on the industry sector of the provider. Approximately a third of incentive campaigns start six months before the trip takes place; the remaining two thirds start between six and 18 months ahead. Measurable objectives are set by the incentive providers – usually the company’s sales or marketing director, often working in tandem with a specialist incentive travel agency. A continuous promotional campaign encourages participants to maintain high levels of performance throughout the period and the highest achievers.

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