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August 18, 2009
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Venue group launches innovative meetings bookers incentive campaign




Hotels, resorts and venue company De Vere has appointed the incentive arm of Grass Roots to run a programme targeted at meetings bookers.

Under a Showtime theme, Velocity Rewards will run from September through to the end of April 2010.

After registering on the Velocity website, bookers can collect points for each enquiry they make for meeting space at any De Vere property in the UK. Once a confirmed booking is made, the value of points awarded grows in relation to the value of the booking.

Participants can store and build up their points values, or redeem them immediately for a range of Showtime-related goods and experiences, ranging from HMW downloads, iPods and DVDs, through to home cinema systems and theatre breaks.

Velocity Rewards follows on from a similar promotion that Grass Roots developed last year for De Vere, known as Makeover, which was also aimed at rewarding loyal meeting bookers.

“Velocity is about rewarding the loyalty of our meetings customers, in a fun and engaging way,” said De Vere marketing and distribution director Nick Read. “The economic climate is not helping the sector, but we understand our customers and we know the value of saying thank you, even for an enquiry”. 

Meanwhile, Grass Roots’ Adam Sidbury praised De Vere’s aggressive approach to the market.

“Companies need to battle their way out of the recession by adding value, and De Vere is taking a lead,” he said. “We are delighted to be working with them again on another strategic incentive and loyalty programme.”


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