Monaco is a prime destination for automotive events and this past October it was chosen to host a conference for a reputable German car brand. The German-based agency ‘nice:-)’ – from Essen – was responsible for organising this event A – Z, and together with the support of the Monaco Convention Bureau and local partners, delivered a successful annual event for the international brand. Organising this annual automotive event for the fourth year now (which takes place at different destinations each year), the standards and expectations were high. Monaco was selected based on key requirements: a maximum three hours flight time from Germany and with an international airport no further than 30 minutes away from the hotel and event venue. Additionally, the client was looking for hotel capacity that could accommodate all delegates together in one hotel. In addition to ticking all these boxes for basic requirements, Monaco was able to bring added value to create a desire to host an event in the Principality. Its international and prestigious appeal, competitive prices off season, the context of the F1 Grand Prix being held in Monaco and the variety of incentive activities in the region for a spouse and partner programme that took place alongside the conference, convinced the automotive client to choose Monaco.