A leading Canadian bank faced a luxury problem: how to truly surprise and delight their top-performing employees. Every year, out of a workforce of 80,000+, only 200 elite individuals are selected for a reward cruise in March.

While the trip itself was prestigious, the traditional "trophy" recognition felt dated and static. The bank wanted to add a layer of anticipation and "surprise" that felt contemporary and personal, something that acknowledged the journey of the reward, not just the achievement.

The bank faced the challenge of delighting employees in a way that felt fresh, exciting, and personalized, while also reinforcing the value of performance and appreciation. Previous years’ rewards included typical options like trophies, but they felt impersonal and lacked excitement. The cruise trips were exciting but people expected them based on their annual performance reviews.

• Goal: Surprise and delight top-performing employees
  
• Challenge: Move away from traditional rewards (e.g., trophies) and provide a more memorable, personalized experience
  
• Theme: Since this year’s reward was a cruise, they wanted a travel-themed kit to match the occasion and add an extra element of surprise.
  

The bank turned to GiftAFeeling to create a unique appreciation kit that would make their employees’ rewards feel even more special.

TSSL (The Shared Secrets Lab) recommended creating a themed appreciation kit focused on travel and functionality. Since the reward was a cruise, we tailored the kit around the travel experience: something employees could immediately use and enjoy, while also reinforcing the personalized, thoughtful nature of the reward.

GiftAFeeling designed 200 “In My Travel Era” appreciation kits, which included:

• Insulated water bottle: Perfect for staying hydrated during the cruise or while traveling
  
• Passport cover: Designed with extra compartments for tickets, passes, and other travel essentials, making it practical and stylish
  
• Toiletry kit: Pre-packed with sunscreen and other essential items for the cruise, making the kit immediately useful
  
• Custom branded packaging: The kits were presented in beautifully designed packaging, aligning with the “In My Travel Era” theme, making it feel like an exciting surprise
  

The kits were shipped directly to the top 200 performers' desks, arriving just in time for the cruise, adding an extra layer of excitement to their upcoming trip.

The campaign was so successful it shifted the internal culture of the bank’s rewards program.

• 100% Engagement Rate: The "surprise" kits became the talk of the internal network, with employees sharing photos of their gear rather than a dusty trophy.
• Cultural Shift: The bank has now moved to an "Annual Surprise" model. Employees are no longer just competing for the cruise; they are actively looking forward to the mystery and energy of the "Travel Era" kits.
• Recruitment & Retention: For the 80,000+ employees watching from the sidelines, the high-quality, modern nature of the gift increased the "aspiration value" of the performance goals.
• International Ready: All 200 kits were fulfilled and delivered in time for the March departure, ensuring a seamless transition from the office to the ocean.

THE IMPACT

• 200 of the bank's most elite performers recognized.
• 0 trophies used; replaced by 100% functional travel gear.
• Annual Mandate: The program has been solidified as a recurring annual strategy.