Our story

Founded in Monaco in 2000, Incentive Concept is headquartered at 23 bd Albert 1er, right above the Automobile Club de Monaco. We are the recognised specialists in Formula One hospitality. With its prestigious Formula One Grand Prix, Monaco is naturally the most popular event for our private and business clients. In 2009, the success of our F1 activities led to the creation of Destination Grand Prix, our specialist arm dedicated entirely to Formula One Grands Prix.

Laurence Cellario, the agency's founder and chief executive, has over 25 years' experience in the travel industry. After 17 years in the United States (living in San Francisco, Los Angeles, Hawaii and New Orleans), Laurence decided to take the "Incentive" concept back to her native Monaco.  The concept encompasses the whole range of methods aimed at stimulating and strengthening motivation among company employees (through travel, seminars, conventions, meetings, commercial challenges, gifts, etc.).

Incentive Concept also operates as a DMC (Destination Management Company), providing local expertise and knowledge to businesses looking to hold events on the Côte d’Azur and in Monaco. Our region is home to a vast array of outstanding locations between the sea and the mountains, and also plays host to numerous international sports competitions (the Nice Marathon, Les Voiles de St Tropez, the Monte Carlo Rolex Masters, the F1 Monaco Grand Prix, etc.)

Incentive Concept is the maestro to conduct all your internal and external events:

• Your Formula One Grand Prix specialist
• Your travel creator  
• Your events promoter

Ours is an international team of talented people who are passionate about what they do. And a human-sized operation that puts our clients at the heart of our approach. Your dedicated project manager will be on hand to listen carefully to your requirements, and will supervise your project from start to finish, guaranteeing you a personalised service that's available when you need it.