Case Study

Brief

The client approached us with a clear but ambitious brief: to identify an overseas destination to host their annual incentive trip for 400 delegates, taking place over two days and two nights. Attendees would be travelling from 21 offices across Europe and beyond, making accessibility a critical factor in destination selection.

The programme needed to balance business objectives with celebration and reward. The client required a plenary meeting space large enough to accommodate the full group, alongside breakout rooms for senior leadership sessions, all to be delivered within a half-day meeting format. In addition, the event needed to include a welcome dinner on the first evening, a gala dinner with entertainment on the second evening, and one large-scale group activity that encouraged engagement, networking and destination immersion.

Historically, the client had hosted their overseas incentives in beachside resorts, so while they were open to new ideas, the destination still needed to feel special, high-impact and suitable for a high-profile incentive experience.

Solution

We proposed Madrid, Spain as the ideal destination, offering excellent air connectivity for all 21 offices, a vibrant city centre setting and a fresh alternative to the client’s traditional beachside locations. While initially outside of their comfort zone, the city concept quickly proved to be a standout success.

The group was hosted at a hotel located on Gran Vía, one of Madrid’s most famous and iconic streets, placing all 400 delegates in the heart of the city. Having everyone on one central site allowed for a seamless programme flow and maximised networking opportunities. On Thursday afternoon, the hotel’s plenary space and breakout rooms were used for the business meeting, followed by an exclusive welcome dinner at the hotel’s rooftop bar, offering panoramic city views and a relaxed atmosphere to kick off the incentive.

On day two, we delivered a city-wide treasure trail using an interactive app, guiding teams through Madrid in a fun, competitive format. Along the route, delegates were surprised with curated food and drink stops, interactive actors and engaging challenges, encouraging exploration and collaboration while showcasing the city’s culture.

The programme concluded with a spectacular offsite gala dinner at the exclusive Negralejo venue. Guests enjoyed a drinks reception with flamenco dancers in the courtyard garden, followed by a gala dinner in a stunning rustic dining hall with live band entertainment, before dancing late into the night. The event provided the perfect celebratory finale to a memorable and highly successful incentive in Madrid.