Bon Voyage

A promotion under development will send a winner on a fabulous trip. But where to send them? That’s the quandary for clients and agencies when deciding which city, country or area of the universe to dangle as a grand prize when vying for promotion participants.

IMI International recently asked consumers the question: "What location would you like to win a vacation to—anywhere in the world—if you participated in a promotional offer?

The answers? Hawaii came in as the leader with 28%, followed by the Caribbean at 19%. Europe and Australia tied for third place at 8%. Seven percent of respondents wanted to go to Disney. And Los Angeles and New Orleans tied for last place with only 4% reporting they’d like to go down to the Bayou or to visit the city studded with movie stars.

The lesson learned? Offer people "their choice" of destinations. Typically it will be places within North America or the Caribbean. When offering a promotion, selecting a specific location, instead of offering a choice, may—and often will—severely inhibit the promotion’s potential for success. Don’t assume farther away and more exotic is better.

The survey was conducted across the U.S. in August and September 2003.