Carlson Targets S.E. Asia

<H1>Carlson Targets S.E. Asia</H1>by Margie Logarta

<B>T</B>he Carlson Marketing Group is expanding its Singapore office as a first step toward tapping the incentive market in southeast Asia.

Nigel Gaunt, Carlson Marketing Group executive vice president, said the company wants to enhance travel agent services as well as introduce genuine incentive programs to companies in the region.

"There is really nobody out there providing an overall incentive strategy in a scientific manner," he said. "With our expertise, we are going to be able to bring clients, who found it too hard to do incentives, into this arena."

Carlson Marketing Group is a subsidiary of the Minneapolis-based Carlson Companies, which also owns Carlson Travel Group and Carlson Hospitality Worldwide.

Gaunt believes that even local travel consultants known to specialize in incentives merely facilitate travel arrangements that are only one component of the entire reward program. "Since they're delivering the reward, which is a holiday experience top achievers will never forget, they really should say they're in the incentive travel business, and not in incentives," he noted.

Carlson Marketing is interested in working with travel agents who are already involved in incentive travel activities, as well as those with corporate clients who are potential incentive users.

"We'll advise them. We will also structure and operate the program," Gaunt said. The travel agent will then handle the travel portion, involving ticketing and accommodations. Should they require it, Carlson Marketing will help them design an incentive activities schedule in the destination to which the winners are being sent.

The Carlson Marketing Singapore office-originally set up to service primarily the British Airways Executive Club loyalty program-now will expand its client base by targeting large local companies and Singapore-based multinationals that already operate incentive programs through Carlson's other offices.

Two executives from the company's Melbourne office, Neil Archer and Kerrie Richards, have been assigned to oversee restructuring.

The company also is planning a seminar later this year to educate corporate executives on the benefits of incentives as an employee motivational tool.