As experiential marketing moves from buzzword to mainstream strategy, brand managers are intensifying their quests to connect with consumers in new ways and on deeper levels.
That quest has lead to numerous Hollywood-style mobile tours, sponsorship activation that’s as exciting as the property being leveraged, and unique promotions that are too enticing to ignore. Thus, prizes for games, contests, and sweepstakes are more regularly becoming once-in-a-lifetime excursions rather than simple trips to London or Jamaica.
To give readers a sampling of this growing trend in prizes, PROMO worked with travel specialists RPMC, Calabasas, CA, and Crown Marketing Group, Clearwater, FL, to compile this list of 25 programs designed to give consumers a branded experience they won’t get anywhere else. The choices range from relatively inexpensive $2,000 packages to activities running upwards of $50,000 per winner — hey, that’s still a lot cheaper than a $1 million grand prize. (Listed prices are ballpark estimates.)
Word of caution: Marketers should use this list as a thought-provoking exercise about the possibilities available rather than a prize menu; a once-in-a-lifetime experience won’t stay that way if it’s offered by every brand.
BE A FIGHTER PILOT
Winners head to Los Angeles for a five-day private flying course, during which they experience the thrill of soaring in an SIAI Marchetti SF260 jet. A personal instructor provides insight into combat maneuvers and special military tactics used in aerial missions. The trip then takes to the sky. The mission is completed with a day at an amusement park followed by a spectacular meal and sightseeing tour.
Per-person cost: $5,000
CONTACT RPMC: 818.222.7762
MAKE LIKE DARWIN
Escape civilization for a journey to the Galapagos Islands for three days of exploring these Ecuadorian coastal islands. Winners snorkel among sea lions, penguins, and seals, and hear and view the beauty of blue-footed boobies, giant tortoises, and Darwin’s famous finches. Activities include visits to all 13 islands and 17 islets. Experienced naturalist guides explain all about the Galapagos’ unique creatures. So few places on Earth have been preserved in such a natural state; this trip awakens the senses to nature in its purest form.
Per-person cost: $5,000
CONTACT RPMC: 818.222.7762
DRIVE LIKE A CHAMPION
Winners fly to Los Angeles to spend three days and nights in a first-class hotel to live the life of a professional racecar driver. Activities include a private day of racing with North American CART champion Memo Gidley. They take home their own racing suit and helmet.
Per-person cost: $5,000
CONTACT RPMC: 818.222.7762
SWIM WITH SHARKS
Participants travel to Bora Bora in the South Pacific for six nights in a seaside bungalow. They go on guided safaris to experience breathtaking views, ancient temples, tropical plantations, and more. The highlight is a snorkeling expedition that includes a shark-feeding picnic and face time with stingrays and manta rays.
Per-person cost: $10,000
CONTACT RPMC: 818.222.7762
ROCK, SHOP, AND RECOVER
Winners do the rocking in London, the shopping in Paris, and the recovery on the beaches of Cannes. The package includes exclusive tickets to a rock concert, a shopping spree at the most chic boutiques, and a chair on the French Riviera, with a total of six nights in first-class hotels.
Per-person cost: $10,000
CONTACT RPMC: 818.222.7762
DASH THROUGH THE SNOW
How cool: Winners are flown to Ely, MN, for five days of dog-sledding lessons. They’re outfitted with all necessary gear and clothing and learn how to take care of a dog team before embarking on a full day of “mushing.” The trek ends with a commencement ceremony. In addition, winners enjoy more commonplace winter sports such as skiing, snow-shoeing, and snowboarding.
Per-person cost: $5,000
CONTACT RPMC: 818.222.7762
EXPLORE THE AMAZON
Head deep into the Amazon jungle for camping and canoeing during the region’s dry season (October through March). Cruise snake-infested rivers by day and sleep under starry skies — alongside native animals such as jaguars and red monkeys. The trips, which can last up to a full month, accommodate no more than five people at a time. Do not expect air conditioning or room service.
Per-person cost: $7,000 to $10,000
CONTACT RPMC: 818.222.7762
DIG FOR DINOS
Winners go Jurassic, excavating dinosaur bones millions of years old under the personal instruction of some of the most renowned U.S. paleontologists. They fly into Grand Junction, CO, and stay five nights in a first-class hotel. They dig at a pair of excavation sites, cast their own specimens in a preparation lab, and can come home with eternal bragging rights if they discover bones that have been resting underground for millions of years.
Per-person cost: $5,000
CONTACT RPMC: 818.222.7762
FIND YOUR MUMMY
Winners head to Lima, Peru, for seven days of exploration through the Andes to view the Chachapoyas mummies discovered there in 1996. They head out on horseback to visit the funeral buildings of Revash, observe the burial towers overlooking the Uteumbaba River, and trek to Karajia to see the mysterious sarcophagi carved into the hillside.
Per-person cost: $10,000
CONTACT RPMC: 818.222.7762
DIVE THE TITANIC
Winners take an 11-day excursion to the world’s most famous shipwreck. The trip starts in St. John’s, Canada, where they board a research vessel for eight nights on the North Atlantic. After briefings from deep-sea experts, they dive into the ocean aboard submersibles, descending 2.5 miles to the ocean floor to observe first-hand what most people have seen only through Leo’s eyes. The trip is captured on videotape.
Per-person cost: $50,000
CONTACT RPMC: 818.222.7762
BE A SPY
Winners fly to Tucson, AZ, for three nights in a private room on a former CIA covert operations training facility. They experience the pure adrenaline rush of covert ops under the guidance of field-tested experts, with training in evasive driving, vehicle-as-a-weapon pursuit, combat pistol marksmanship, unarmed self-defense, surveillance, and counter-surveillance. They also test their abilities in a live-fire hostage rescue (with paint balls, not bullets).
Per-person cost: $10,000
CONTACT RPMC: 818.222.7762
GO TO HELL
Winners indulge the devil in them by traveling to the town of Hell on the island of Grand Cayman. They land for a five-night stay at a British colonial-style resort, and spend their days enjoying Seven Mile Beach, renowned for its white sand. They visit Hell for a sinful dinner in the small village (named for its rugged coral formations), then cool off by swimming with thousands of sea turtles at the Cayman Turtle Farm.
Per-person cost: $5,000
CONTACT RPMC: 818.222.7762
RACING THE BAJA
Talk about extreme. Winners fly to San Diego to begin a thrilling racing adventure through the heart of the untamed Baja peninsula in the speed and safety of a custom-built racecar. They spend four days racing from Ensenada, to San Felipe, to Sky Rancho, and back to Ensenada. Nightly rest stops let them reenergize for the next day’s leg.
Per-person cost: $10,000
CONTACT RPMC: 818.222.7762
CHARTER A PRIVATE YACHT
Winners fly into St. Lucia in the Caribbean, where they spend three nights in a deluxe hotel in beautiful Martinique before christening the yacht on which they’ll spend six days with a private crew and chef. The winner can chart his own sailing course or let the crew decide where to go. Activities include sailing, jet-skiing, and para-sailing (with a personal instructor).
Per-person cost: $20,000
CONTACT RPMC: 818.222.7762
BE A WORLD-CLASS CHEF
Winners fly to Florence, Italy, for six nights at the luxurious Villa Pelais Il Falconiere, where they meet with the region’s best chefs to learn the art of Tuscan cuisine. They also partake in culinary adventures such as visits to local cheese producers, artisan bakers, and vineyards. At the end, they receive state-of-the-art cookware and a library of cookbooks.
Per-person cost: $15,000
CONTACT RPMC: 818.222.7762
LIVE LIKE ROYALTY
Enjoy the pleasures of aristocracy without the responsibilities. The winners’ experience begins with a book on the history of European royalty to put them in a “let them eat cake” mood. Then they fly to London for two days of sightseeing including a tour of the Crown Jewels. Next is a few nights in 17th century Cliveden Castle, where they participate in such sports of kings as fishing, hunting, and clay pigeon shooting. A flight to Ireland ends the trip with a stay at Ashford Castle.
Per-person cost: $15,000
CONTACT RPMC: 818.222.7762
DISCOVER ATLANTIS
Winners seek out the legendary city on a trip that takes them to visit two ancient cultures. In Oaxaca, Mexico, they check out ruins and examine ancient petroglyphs. In La Paz, Bolivia, they visit the pre-Incan ruins of Tiahuanaca.
Per-person cost: $6,500
CONTACT RPMC: 818.222.7762
LIVE ON ICE
Winners spend six nights sleeping in the World’s Largest Igloo: the Ice Hotel in Jukkasjarvi, Finland. They take part in such activities as reindeer safaris and dogsled trips across the Lapland winter landscape (passing over the frozen Torne River and through the deep forests of Puimonenvaara). The days are topped off with parties at the world famous Absolut Ice Bar at night.
Per-person cost: $5,000
CONTACT RPMC: 818.222.7762
WALK IN BLUE SUEDE SHOES
Sweeps winners fly to Memphis, TN, for a three-night stay at the Heartbreak Hotel. They tour Sun Studios and record their favorite Elvis tune during a personal recording session. The experience also include visits to Graceland, the automobile museum, Elvis’ custom jet, and the Rock Soul Museum. Finish off in style with a car tour of Memphis in a 1956 Chevy.
Per-person cost: $2,000
CONTACT RPMC: 818.222.7762
LIVE LIKE A CELEBRITY
The experience begins with a private acting coach and personal trainer preparing the would-be star for his big break in show biz. Next comes a business-class flight to Los Angeles and a five-night stay at a Beverly Hills hotel. The winner and a guest get the VIP treatment with tours of 10 studios, a full day at a glamorous spa, and a private movie screening. (A personal shopper assists with picking the perfect fashions for dinners at “in” L.A. restaurants.) The trip ends with a walk-on role in a high-profile TV show.
Per-person cost: $15,000
CONTACT RPMC: 818.222.7762
BIKE BALI
From mountains to black-sand beaches, winners get a nine-day biking adventure. They meet in Ubund, the nation’s cultural center, to visit art galleries, temples, and craft shops. They then embark, riding through rice terraces to Tegalaland, visiting ancient temples and the famed water palace in Tiraganga, and much more.
Per-person cost: $10,000
CONTACT RPMC: 818.222.7762
SCREAM ACROSS THE USA
Winners better hang on to their lap bars as they head out on a thrilling tour of the nation’s top amusement park rollercoasters. They ride the fastest and steepest drop in the East, the world’s tallest wooden coaster in the Midwest, and the largest loop-de-loop in the West. The trip includes three-night stays in Cleveland, Pittsburgh, and Los Angeles.
Per-person cost: $10,000
CONTACT RPMC: 818.222.7762
GO HAWAIIAN
Winners travel to the island of Hawaii to experience all the native elements over seven days. Earth: An adventure hike through a rainforest. Wind: A helicopter ride to view waterfalls, lava flows, and black-sand beaches. Fire: A mule ride and walk through a volcanic valley. Water: Watch humpback whales, wild dolphins, endangered sea turtles, and manta rays while learning about them from Greenpeace Hawaii naturalists.
Per-person cost: $10,000
CONTACT RPMC: 818.222.7762
SEE WHERE SHE BLOWS
Spend a few summer days whale watching in the Johnstone Strait area of Vancouver Island’s Inside Passage. Winners study the native Orca whales and listen in on their complex communication. (The whales congregate in the Johnstone Strait during the summer to feed, socialize, and rub themselves on the pebble beaches.)
Per-person cost: $2,300
CONTACT CONTACT CROWN MARKETING GROUP: 727-532-1433
GET SCARED IN THE BAYOU
Winners get swept away to New Orleans, where they learn the secrets of ancient Voodoo rituals. A ghoulish guide gives a tour through the French Quarter and the city’s other haunted sites, including cemeteries and tombs. The finale is a night hanging with local vampires at the Dungeon, a club where the non-dead party until the sun comes up. (Don’t forget to bring the garlic.)
Per-person cost: $2,000
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