Audi Incentive Milan Trip

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.

When

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.

How

Our goal was to create an experience that built excitement and engagement. To achieve this, we implemented a carefully crafted communication strategy that included:

Price

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Reed & Mackay team at the Business Travel Show

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Example Itinerary

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.

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.

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.