From coordinating high-profile press launches to orchestrating complex logistics in remote locations, Martina is one of the key figures behind Bridgestone’s successful motorcycle events across Europe and beyond. As an event coordinator with Ant-Productions, Martina plays a crucial role in bringing each project to life. We sat down with her to discover how these events come together, the challenges along the way, and what keeps her motivated in this fast-paced, ever-changing world.
Can you briefly describe your role and your responsibilities?
“As the event coordinator, I manage everything from A to Z,” Martina explained. “I’m usually the first person in contact with the client. I listen to the brief – what kind of event they want, which product they want to launch, when and where – and if they’re not sure about the location, we suggest options based on our expertise.”
Once the destination is chosen, Martina and the team scout hotels, roads, and presentation areas, ensuring every element matches the client’s needs and the product’s identity. “We handle everything – guest lists, hotels, transfers, dinners, presentations. But we also liaise with all the different teams – mechanics, photographers, video crews – to make sure everything runs smoothly.”
What does the collaboration look like between you and the Ant-Productions team?
“On the event side, I’m PJ’s (founder Ant-Productions) right hand,” she said. “We’ve built a strong working dynamic. We’re often travelling together across Europe, scouting locations and setting up events, and it’s important to have good chemistry. It really helps that we get along so well. We spend a lot of time together, and that makes a huge difference.”
When scouting a destination, what are you looking for in a location and hotel?
“First, we consider the route, it has to be suitable for the type of tyre we’re launching,” she said. “Then we look at the weather conditions, because those can really affect an event. And of course, we try to find a hotel that aligns with the spirit of the product, everything needs to feel cohesive, from the roads to the setting.”
How far in advance do you start planning an event?
“It really depends,” she said. “If we’re working in familiar territories in Europe, six or seven months can be enough. But for destinations outside Europe or places we haven’t worked in before, we start at least a year in advance.”
One standout example was the event in South Africa. “Gaia (Martina’s colleague) had already started scouting before I joined, and it took about a year and two months in total. We had two separate locations – the Kruger National Park and Johannesburg, plus the Kyalami Circuit – with many people to manage. It was a big production.”
What’s the biggest challenge in coordinating these kinds of events?
“The biggest challenge is keeping everything together,” Martina admitted. “You prepare for months, but once you’re on-site, things can change in an instant. You have the hotel asking questions, mechanics setting up, tyres arriving, the media team filming – and you have to coordinate all of it.”
She recalled a recent event in Spain where extreme rain flooded the circuit. “We had to move the entire event to a different track within 12 hours. It had been in the works for a year, and we had to restructure it all overnight.”
How important is teamwork in these situations?
“Essential,” she said. “In those critical moments, everyone steps in. It doesn’t matter what your official role is – photographer, coordinator, mechanic – we all work as one to find a solution. That’s why having a good relationship with your team is so important.”
You seem very calm even under pressure – how do you manage stress?
“I try to stay calm as much as I can,” she smiled. “Of course, there are moments where I feel anxious, but I focus on solving problems first. If I can’t fix it myself, I bring it to the team. Everyone has their own challenges during an event, so we try to help each other without making things bigger than they are.”
How would you describe the partnership with Bridgestone?
“We have a great relationship with Bridgestone,” Martina said. “They are very involved, which is rare. They’re not just clients – they’re part of the team during events. If we face challenges, they’re right there with us looking for solutions. That level of collaboration is incredibly valuable.”
What part of your work do you find most rewarding?
“The moment right after the event,” she said. “Not because it’s over, but because you can look back and realize what you accomplished. You remember the challenges, the laughs, the dinners – everything. It’s a moment of reflection and satisfaction.”
Do you collect feedback or lessons learned from each event?
“Yes, I always ask for feedback – from the client, from PJ, from Gaia, from the whole team. I want to know what went well and what didn’t. That’s how we improve.”
What drew you into this industry – especially motorcycles?
“I didn’t plan to enter the motorcycle world, I kind of ended up here,” she laughed. “But I’m so glad I did. I’m still discovering it, and I’m even getting my motorcycle license now!”
What surprised her most was the openness of the people. “In previous jobs, clients were distant. Here, I’m having dinner with journalists, sharing laughs. It’s a completely different atmosphere – more relaxed, more human. That makes a big difference.”
Do you have a favorite event you’ve worked on with Bridgestone?
“That’s tough,” she said. “South Africa was amazing, but the Portugal event in Serra da Estrela was also really special – we tested three tyres in one event. And I think this one we’re doing now will be great too. Each project has something unique.”
Martina’s role may be behind the scenes, but her passion, precision, and people-first approach are front and center in every Bridgestone event she helps bring to life. Whether it’s navigating last-minute challenges or building lasting client relationships, her work is a testament to how much dedication goes into creating unforgettable experiences in the motorcycle world.
