The Brief: To create a brand-led incentive and educational experience for nationwide bar staff that would both reward and encourage whilst creating new brand ambassadors for Martini.

The Solution: We took 15 staff to Milan for a 4 night incentive where they visited the Martini Distillery and saw first-hand what goes into making this celebrated tipple. With a cocktail making class, Martini tasting, a fashion tour of Milan and dinner and drinks in some of the city’s hottest bars and restaurants (all serving Martini, of course), the group left Milan with a better understanding of the brand and a passion for selling it.

The Stand Out element: Winners were blown away by the stunning D&G Gold restaurant that was like a scene from a James Bond movie. The giant Martini logo over the glittering cocktail bar didn’t go unnoticed either…