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Case Study

Culture club: Creating memorable experiences to reward top performers


Industry: Major insurance provider

Service: Creating a memorable experience for the 150 top ranked insurance brokers

Location: Madrid, Spain


CWT Meetings & Events Brazil were given the opportunity to plan an incentive trip for one of Brazil’s largest worldwide insurance company, to Madrid, Spain. Even with the event complexities and challenges presented, CWT M&E executed a flawless event, receiving extensive accolades from the customer.

The requirements:

  • Provide a seamless digital experience with email invitations, online registration and a customized mobile app for the event.
  • Transport all 260 attendees from various locations around Brazil to Sao Paulo – the hub for international airlines - then to Madrid, Spain.
  • Deliver a memorable experience through numerous Spanish activities, gala and award dinners while adding in a few surprises throughout.
  • Keeping costs within budget.


"The challenge was to prove our capability to create a unique experience, differentiating from a traditional leisure trip that any employee could have if traveling on their own. We proved our point through the program created specifically for this major insurance company" said Rodrigo Botono, Sales Manager, Brazil, CWT M&E.

Additional challenges arose when event’s key contact left the company. Internal changes caused important decisions to be delayed.

Pre-selected venues and activities were put on hold which meant other parties showed interest in the chosen venues. Payments and decisions needed to be made in order to secure the venues.


With the client’s destination of Madrid, Spain in mind, the global presence with local knowledge suited perfectly. The team in Brazil connected with CWT M&E Spain to brainstorm ways to deliver amazing experiences to 260 attendees.

Delivering cost savings with the venues through existing relationships and negotiating costs to stay within budget.

The group were wowed at every step of the way. From the moment they arrived into Spain, to the gifts they received throughout the event, the awards dinner and the fun activities that were planned throughout the event.

Activities planned included:

  • Historical tours to iconic places within Madrid
  • Traditional Spanish meals
  • Awards dinner with music and dancing


The attendees were amazed every step of the way. The attention to detail, surprises throughout the event and the numerous activities they participated in made it an event they will never forget.

Quick facts

  • 100% rated the trip overall as “good” or “excellent”
  • 98% said the gala dinner event was “good” or “excellent”
  • Every participant said the event agenda was “good” or “excellent”
  • CWT M&E scored 97% at “excellent” or “good” for general assistance, communications and coordination


“I congratulate the organizers at CWT M&E for this excellent event. It allowed me to experience an unforgettable journey, marking these moments in Madrid with a lifetime of fantastic memories."

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