Insights featured image (73)
Insights featured image (73)

Vamos a Madrid: a memorable experience with Coca-Cola and ATPI Events




Beverages, Corporate Hospitality

John bergmann
John Bergmann

Commercial Head Corporate & Sports Events


ATPI Events has been redefining the event management industry for over 30 years with bespoke solutions that are nothing short of exhilarating. From strategic event management to incentive and group travel, event production, and business meetings, ATPI infuses each project with excitement, energy, and innovation. With their unparalleled experience and worldwide reach, ATPI is your answer for events that are always unique and unforgettable. In this case study, we take a look at how ATPI Events successfully organised an incentive and group travel trip to Madrid for Coca-Cola.

The Client

Coca-Cola Euro Pacific Partners is one of the largest beverage companies. The company has a significant presence and produces and markets soft drinks, including the famous Coca-Cola brand. ATPI Events has been organising trips for Coca-Cola for the last few years, and the company has seen and done so much that they are hard to impress.

The Challenge

Coca-Cola wanted to reward wholesalers who had met their targets. However, with the wholesalers being hard to impress, the challenge for ATPI Events was to create a memorable experience that would exceed their expectations.

As a large multinational corporation, Coca-Cola has high standards, and the event had to be flawlessly executed to ensure their satisfaction. Every aspect of the trip had to be carefully planned and executed, from the flights to the accommodation, transfers, and activities. The logistical challenges were significant, and the events had to ensure that everything was coordinated perfectly to deliver an exceptional experience.

Furthermore, with the trip being an incentive and group travel, the team had to consider the different needs and preferences of the group. They had to ensure that the activities were diverse enough to appeal to everyone, and the itinerary was balanced to provide a mix of culture, entertainment, and relaxation.

Despite the challenges, ATPI Events were confident in their ability to deliver success. They leveraged their extensive experience and expertise in event management to create a tailored solution that would meet Coca-Cola’s objectives and exceed their expectations.

The Solution

ATPI Events came up with an incentive trip to Madrid, which included a visit to Toledo and an exclusive ticket to the Real Madrid v Osasuna football match at the Bernabeu Stadium. The trip was a huge success, and the group had a fantastic time in Madrid. The highlight of the trip was undoubtedly the tickets to the Real Madrid match, and the group was thrilled to receive official Real Madrid shirts with their names on the back and number 22 (from 2022).

To ensure flawless execution, the events team meticulously planned every aspect of the trip, from flights to accommodation, transfers, and activities. The group stayed at a luxurious hotel in Madrid, and ATPI arranged for private transfers to all activities.

The visit to Toledo was also a huge success, with the group exploring the city’s historic landmarks and enjoying local cuisine. The tickets to the Real Madrid match were the icing on the cake. The group enjoyed access to the VIP lounge, where they were treated to a range of refreshments and snacks. The group had an incredible time at the match, with the atmosphere at the stadium being electric.

“We have been working with ATPI Events for several years now, and they always deliver exceptional events. However, the Madrid incentive trip they organised for us was truly outstanding. The Exclusive tickets to the Real Madrid match were a huge hit with our wholesalers, and the official Real Madrid shirts with their names on the back were a thoughtful touch. The entire trip was flawlessly executed, and we could not have asked for a better experience.”

Learn more about ATPI’s sector-specific offering for event management