Audi, a global leader in automotive innovation and design, wanted to recognise and reward the top-performing employees of the Audi Original Accessories sales network. To celebrate their achievements, Audi held an exclusive incentive trip to Milan, combining automotive excellence with cultural heritage.
To bring this vision to life, Audi partnered with Reed & Mackay Events, known for its keen eye for detail and a passion for delivering exceptional experiences.
Planning the ultimate trip
Our goal was to create an experience that built excitement and engagement. To achieve this, we implemented a carefully crafted communication strategy that included:
- A compelling visual identify: A distinctive and inspiring design
- Save-the-date notifications: Early teasers to build anticipation.
- Seamless online registration: A simple process to ensure smooth transition.
- Comprehensive event details: Clear communications covering flights, itinerary highlights, and dress code recommendations.
To enhance the experience, a personalised event app was launched two weeks before departure. This provided real-time updates, a detailed itinerary, information and about Milan and other practical information.
Day 1: Exploring Milan
The journey began at Barcelona and Madrid airports, where winners set off for Milan. Upon arrival, they were immersed in the city’s blend of modern innovations and rich heritage.
Itinerary highlights
- Modern Milan: a guided tour of the city’s contemporary side, featuring architectural icons such as the Bosco Verticale and the UniCredit Tower.
- Lunch with a view: A stunning meal at OBICÀ Terrace, overlooking the majestic Duomo.
- Cultural immersion: A visit to the Milan Cathedral, including access to its panoramic terraces, followed by a stroll through the iconic Galleria Vittorio Emanuele II and Piazza La Scala.
- Evening in Navigli: A night in Milan’s Navigli district, featuring dinner at Officina 12, surrounded by the area’s vibrant atmosphere.
Day 2: A high-adrenaline experience
The second day was all about action, excitement and inspiration. The group visited the Porsche Experience Centre and one of Milan’s Porsche dealership – the perfect setting to explore how a premium automotive brand offers personalised solutions.
Thrilling Activities
- Off-road adventure: Driving the Porsche Cayenne through an exhilarating off-road course.
- High-performance track driving: Experiencing the power of the iconic Porsche 911 on the track.
- E-Kart Racing: A fast-paced electric kart race culminating in a podium celebration.
- Exclusive dealership visit: A deep dive into how Porsche delivers tailored solutions through premium accessories and customer service.
A Grand Farewell: Celebration & Inspiration
The trip concluded with an elegant farewell dinner at Risto-Club JUSTME by Roberto Cavalli. Designed by renowned architect Italo Rota, the venue provided an unforgettable fine dining experience, followed by live music and a celebratory atmosphere.
Impact & Reflections
This trip was more than just a getaway – it was recognition of excellence and a testament to Audi’s commitment to innovation and passion. Each participant returned not only with lasting memories but also with renewed energy and inspiration to strive for excellence.
At Audi, motivation is about more than just rewards – it is about transformative experiences. The Audi Original incentive trip embodies everything the brand stands for: progress, innovation and passion.
“I would like to express my sincere gratitude to Reed & Mackay Events for their invaluable support in organising the incentive trip for the Audi Dealer Network. Every detail was handled with precision, from planning to execution, Audi Service Communication Manager Carmen Gómez shared. “Both the attendees and I were delighted and thoroughly enjoyed the experience. Thank you for your dedication and exceptional management.”
Get in touch
Mail hello@reedmackay.com to discuss all your corporate travel and event management needs.
