Motivforce wins at IPM Awards with Thomas Cook and IBM

Motivforce’s winning streak continued at the recent Institute of Promotional Marketing (IPM) awards in London when we scooped a Silver Award for Best Campaign in the Travel & Tourism, Leisure, Recreation & Media category with Thomas Cook’s Endless Earnings employee recognition program.  Plus Motivforce won a Silver Award for Best B2B Campaign with the Know Your IBM channel partner loyalty program.


The IPM Awards showcase and celebrate the very best in creativity and effectiveness in the UK promotional marketing industry.

Referencing the Know Your IBM entry, the judges said: “This campaign won Silver in the B2B Campaign category because IBM’s approach to recognising and rewarding SME resellers in its B2B distribution channel for their commitment to e-learning activities and specific product sales via its ‘Know Your IBM’ programme resulted in participants selling a record 8x more IBM products/solutions than non-participants in 2018.”

Commenting on Motivforce’s submission for Thomas Cook, the judges said: “This campaign won Silver in this category because Endless Earnings successfully streamlined Thomas Cook’s previously ad-hoc, labour intensive staff incentives by creating four imaginative schemes within one dynamic, flexible programme, thus enabling Thomas Cook to reward and motivate staff more effectively and drive sales behaviour to meet business revenue objectives.”


 “We are thrilled to win these awards as we were up against some very strong competitive campaigns in both categories,” said David Cox, CEO Motivforce. “For Thomas Cook, this win is a particularly special milestone as 2019 is the first year that we have put forwards the Endless Earnings programme as an awards submission.

 IPM Awards Case Study – Thomas Cook Endless Earnings

Thomas Cook Group’s UK retail division operates travel agencies nationwide staffed by sales consultants. Thomas Cook is trading in a highly competitive market. Additionally, 2018 was a challenging year due to a company restructure and agency closures.

Historically staff incentives were run on an ad-hoc and labour-intensive manual basis. The motivational effectiveness of these schemes was limited as they were managed manually via Excel spreadsheets by multiple head office staff. This was cumbersome and labour-intensive and also lacked any structure that would show sales targets, create excitement or a sense of achievement, as staff were unable to easily track their performance relating to bonuses and incentives. Third party suppliers/partners also offered tactical promotions to staff, but due to lack of structure, there was no motivational distinction between selling non-Thomas Cook branded products.

Creative Visual - Thomas Cook Endless Earnings Loyalty.jpg

Endless Earnings is a loyalty and reward offering created and managed by Motivforce, combining four imaginative schemes designed to meet Thomas Cook’s business and staff motivational needs, all accessed within one dynamic, user-friendly website

•           Endless Earnings - commission-based scheme rewarding agents for sales

•           Diamond Club – leaderboard based annual bonus scheme

•           Reach for the Beach - rewards agents for selling Thomas Cook branded hotels

•           Reach for Rewards - rewards agents for third-party and tactical promotions

‘Endless Earnings’ was created as an umbrella theme because it concisely epitomised the benefits and value that the overall programme would deliver to staff. Motivforce developed imaginative names and imagery for each individual scheme aimed at inspiring and motivating staff to participate. We also created a suite of distinctive logos/branding that could be further enhanced should new schemes be rolled out over time.

Overall objectives are: to streamline/automate management of previously labour-intensive, incohesive incentives; to enable staff to easily track their performance; to create a mechanic that rewards staff for different selling behaviours effectively. In 2018 specifically, the aim was to continue driving employee engagement and product sales in a challenging year commercially; and to implement more third-party supplier funded promotions.

In 2018, 98% of eligible employees actively participated. They love the fact that Endless Earnings is a one-stop-shop for all company incentives within a fun, engaging portal, giving them an at-a-glance view of their sales and promotional earnings. A total of 15 suppliers were also recruited in 2018 regularly running self-funded promotions.