Supporting a market product launch with seamless group travel, client hospitality and destination led experiences

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At the end of September 2023, Etex partnered with We Are MEaT to plan and manage a three-day client group trip to Spain for the launch of a new FarmTec product. The group travelled to Etex’s production plant near Valladolid, where clients were invited to see the new product first-hand as it prepared to enter the market.

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We Are MEaT created a programme that balanced the core business objective — the product plant visit — with smooth logistics, hosted client hospitality and carefully chosen local experiences.

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The result was a focused, well-managed client trip that gave Etex the right environment to showcase its product, strengthen relationships and create a memorable experience around the launch.

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The challenge

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Etex needed to bring a UK-based client group to Spain for a FarmTec product launch at its production plant near Valladolid. The trip had to feel professional, purposeful and easy for guests from the moment they arrived.

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With 12 UK-based guests and three locally based attendees, the programme required careful coordination across arrivals, transfers, accommodation, transport and hosted activities.

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This was not simply a product visit. It was a client-facing market launch experience, so every touchpoint needed to support the commercial objective: helping guests understand the product, experience Etex’s operation and spend quality time with the team in a well-managed setting.

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The experience needed to:

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• Move guests smoothly between Madrid, Valladolid and Portillo
• Support the product launch agenda at the production plant
• Provide high-quality client hospitality across the three-day trip
• Add local experiences that made the destination feel valuable
• Give Etex a professional, polished programme without adding operational pressure
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The plan

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We Are MEaT developed a full event plan for the three-day client trip, covering the guest journey from arrival through to departure. This included destination planning, hotel sourcing, transfers, transportation, private dining and a local wine experience.

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The programme was designed around the central product plant visit in Portillo, while giving guests a broader experience of the region. Early arrivals were welcomed with a private lunch in Madrid before onward travel to Valladolid, helping the trip feel hosted and considered from the start.

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The plan focused on four key objectives:

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• Create a seamless travel and logistics experience
• Position the FarmTec product launch as the central business moment
• Use hospitality to support client engagement
• Add destination value through local food, wine and regional experiences
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The experience

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The three-day programme gave Etex’s client group a structured but engaging journey through Spain, combining business content with carefully managed hospitality.

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Guests were collected from the airport and transferred to Valladolid, with accommodation sourced and booked as part of the overall programme. For those arriving early into Madrid, We Are MEaT arranged a private lunch, creating a relaxed and welcoming first touchpoint before the group continued their journey.

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The core business moment was the half-day visit to Etex’s production plant in Portillo, where clients were able to view the new FarmTec product launching into the market. This gave the group direct access to the product, the production environment and the people behind the launch.

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To complement the product-focused agenda, We Are MEaT added local hospitality experiences, including a private arrival dinner and an afternoon winery tour with tastings and a private dinner at a local winery.

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These moments gave the client group time to connect more informally, continue conversations beyond the plant visit and experience the region in a way that felt memorable rather than purely transactional.

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Why this worked

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The programme worked because it treated the product launch as more than a single presentation or site visit. By building a complete client journey around the launch, Etex was able to create a stronger environment for engagement, relationship-building and product storytelling.

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The production plant visit gave the trip its commercial focus. The private meals, hosted transfers and winery experience gave the group space to connect, discuss and build rapport in a more relaxed setting.

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For a client-facing product launch, that balance matters. Guests need to understand the product, but they also need to feel looked after. The programme created both: a clear business purpose and a high-quality hospitality experience that reflected well on the brand.

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What We Are MEaT delivered

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We Are MEaT managed the experience from planning through to delivery, ensuring Etex could focus on its clients and product launch while the guest journey was handled behind the scenes.

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Our role included:

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• Full event planning for a three-day client trip
• Destination planning for Valladolid, Spain
• Hotel sourcing and booking
• Airport pickups and guest transfers
• Full transportation and logistics across the trip
• Private lunch for early arrivals into Madrid
• Private arrival dinner for the group
• Half-day product plant visit coordination in Portillo
• Winery tour, tasting experience and private dinner
• Local supplier and DMC coordination
• End-to-end client group experience management

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The programme was delivered in partnership with We Are MEaT’s Spanish DMC partner, Emotivents.

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The outcome

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The result was a smooth, professional and memorable client product launch trip that gave Etex the right platform to introduce FarmTec to the market.

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The programme delivered:

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• A structured three-day client experience
• Seamless travel, transfer and accommodation logistics
• A focused product plant visit near Valladolid
• High-quality client hospitality
• Local Spanish food and wine experiences
• Informal relationship-building time around the business agenda
• A polished market launch environment for Etex and its guests

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Rather than hosting a standalone product demonstration, Etex created a full destination experience around the launch — helping clients engage with the product, the people and the brand in a more meaningful way.

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Project snapshot

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• Client: Etex
• Location: Valladolid and Portillo, Spain
• Group size: 12 UK-based guests, plus three locally based attendees
• Format: Three-day client product launch trip
• Core experience: Production plant visit for new FarmTec product launch
• Hospitality: Private lunch, arrival dinner, winery tour, tastings and private winery dinner
• Services: Product launch event planning, business travel logistics, accommodation sourcing, transfers, destination experience design, local supplier coordination and client group management

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This type of experience is ideal for
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• Client product launches
• Market entry events
• Dealer and distributor trips
• Manufacturing site visits
• Client hospitality programmes
• International business travel groups
• Trade partner engagement
• Sales enablement experiences
• Hosted buyer programmes
• Destination-based brand experiences
• Planning a product launch, client trip or international business event?

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The strongest product experiences do more than deliver information. They create the right environment for clients to understand, connect and engage with your brand.

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We design and deliver client-facing trips, launch experiences and destination-led business events that make every touchpoint feel considered — from travel logistics and accommodation to hospitality, local experiences and on-site delivery.

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Speak to We Are MEaT about creating a product launch or client group experience that supports your commercial goals and leaves a lasting impression.

Book a discovery call →

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