
The Coors London Experience
THE BRIEF To replace an annual skiing event with a “skiing” party in London! Something that people wanted to attend and gave them a unique
From once-in-a-lifetime incentive trips to complex, high-impact conferences, the case studies below showcase the range and ambition behind what Ulterior does. Every brief becomes something bigger — immersive brand worlds, rewarding experiences that truly inspire, and corporate events delivered with precision and flair. No two projects are the same, but each reflects our commitment to bold ideas, meticulous planning, and flawless execution. This is a snapshot of brands brought to life and moments that last long after the event ends.

THE BRIEF To replace an annual skiing event with a “skiing” party in London! Something that people wanted to attend and gave them a unique

Brief To deliver an memorable short-stay experience that combined luxury and an unforgettable experience for 30 Sales Team winners. The aim was to reward guests

THE BRIEF Our client required a central, accessible and standout London venue to host their annual IMA AGM. The day needed to accommodate a formal

THE BRIEF To deliver an unforgettable two-night brand immersion in the vibrant Spanish capital for Madri. With a seamless programme blending culture, cuisine, creativity and

THE BRIEF Ulterior Events were appointed to deliver a multi-format event to celebrate the client’s 100-year plant anniversary, combined seamlessly with their annual IMA and

The Brief Ricoh required a high-impact sales conference that would bring together 350 delegates from across the UK to align teams, inspire performance, and strengthen

THE BRIEF To create a true trip of a lifetime for 30 high-performing sales executives. It needed big contrasts, unforgettable “wow” moments and experiences you

THE BRIEF To create an unforgettable brand experience for Coors Lager that celebrated Manchester’s rich cultural heritage while staying unmistakably true to the Coors brand.

THE BRIEF To produce a “once in a lifetime” trip for seasoned incentive winners. The Classy Como incentive needed to be high class all the

THE BRIEF A 3 night incentive in September based around a memorable sporting experience for 17 guests. With the sporting event being the main highlight,

THE BRIEF Organise a four night long haul incentive for 60 couples. The trip had to embrace local culture, include group and optional activities and

THE BRIEF A three night incentive for 34 guests in June, with a flying time of no more than 4hrs that would give guests a

THE BRIEF A three night customer incentive to Dubrovnik for 80 couples. The destination had to offer both city and sea with a programme that

THE BRIEF A three night trip for 14 lucky winners for a Channel marketing incentive to Monte Carlo to drive sales. With land, sea and

THE BRIEF A short haul, three night incentive for 80 couples to Rome. With Monte Carlo and Dubrovnik done in previous years, the incentive had

THE BRIEF This incentive needed to offer a “full on” three day/three night experience in the Middle East. The trip needed to offer three different

THE BRIEF Take 78 guests on an annual three-night incentive to a sunshine destination that mixes relaxation with exciting activities. Our client wanted to incentivise

THE BRIEF Put together a four-night programme that showed off the very best of London as an exclusive incentive for 38 of the client’s American

THE BRIEF Arrange an annual three-night incentive trip with a difference for 160 guests. The client had already experienced trips to destinations such as Monte

THE BRIEF Produce a six-night rewards event that would linger forever in the memory, creating a trip of a lifetime for 18 guests. This would

THE BRIEF Organise a four-night trip to India for 160 guests as part of a company incentive. This trip is an annual customer reward scheme,

THE BRIEF Take 90 guests on a three-night trip to Cape Town. The client wanted a long-haul trip that only lasted three days. It was

THE BRIEF Organise a 3 night incentive in Europe for 26 lucky winners following a previously successful event in Tuscany. The Picturesque Provence programme needed