Held over six waves of between 2,500 and 3,000 delegates each through 24 days of April, the Amway China incentive was the largest incentive group to travel to Australia to date.
Encore pitched for the business in May 2024 and received the brief in August, putting six months of planning into the delivery of the production of various aspects of Amway’s incentive experience, including hotel installations, pyrotechnics and a 35m tall hot air balloon which acted as a projection mapping surface.
For Encore’s role in the anchor program at Melbourne Showgrounds, which included a business conference, a cocktail party and the gala dinner, there was a four-day bump-in, three days of rehearsals, a cast of 85 performers and a show crew of 60.
The centrepiece of Encore’s production involvement was the gala dinner for each wave.
Encore provided more than 2,500m2 of LED screens and 190m of projection surface. Pyrotechnics were also part of the show.
The dinner featured a 15-minute entertainment opener with a variety of performers, from Vietnamese dancers to opera singers, ballerinas, Showgirls, roller-skaters, BMX riders and Arabian belly dancers. The segment concluded with a custom-made 3m cube gift box shooting out confetti and dandelion flowers. 3D glasses also augmented the visuals of the opening.
The gala included the massive, world-first hot air balloon, which lifted 30m off the ground and featured 3D project mapping in time to the music.
Encore also created and delivered branded welcome installations in the eight hotels where delegates stayed.
“Delivering the largest incentive event ever held in Australia was not just a milestone for Amway China – it was a defining moment for Encore,” said Encore’s APAC CEO, Scott Nodsle
“From concept to execution, we brought together creativity, precision and scale to craft an experience that was not only unforgettable, but truly world-class.”
The Amway incentive also saw delegates visit regional Victoria and boost 80 local businesses who were involved in the delivery of the experience. Delegates ate at 50 restaurants during their combined visits and visited 20 attractions in and outside of the city.
The event is estimated to be worth $100 million to the Victorian economy.
