The Amway China Leadership Seminar in Melbourne was the largest incentive event in Australia. It was hosted by Encore Event Technologies and involved 16,000 delegates, making it the largest incentive event in Australia.
Each wave of the event took place over five days at Melbourne Showgrounds, with delegates arriving throughout April in groups of 2,500 to 3,000 from Mainland China. The first show was held on 8 April, subsequent shows were held every fourth day and the last show was held on 28 April. The event generated an economic impact of A$100m for the state.
Encore Event Technologies planned the event over a 12-month period, from pitch in May 2024 to delivery in April 2025. The event featured a personalised experience with branded installations and a full entertainment programme. The gala dinner included a three-course meal with 4.5 tonnes of beef steak and 11,000 lobsters.
Over 2,500sqm of LED screens and 190 metres of projection surface were used for immersive visuals. A 35-meter-tall hot air balloon with 3D projection mapping was a highlight of the event.
The entertainment program included diverse performances from artists around the world, celebrating Amway’s global destinations. The successful bid for the ‘Festival of Amway’ event was a collaboration between Melbourne Royal, the Melbourne Convention Bureau, and the Victorian State Government.
Encore has a long history of delivering events for Amway, having organised similar trips for various delegations over the past 18 years.
“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 Scott Nodsle, CEO of Encore Event Technologies APAC. “From concept to execution, we brought together creativity, precision and scale to craft an experience that was not only unforgettable, but truly world-class”, he added.
