Amway soars into incentive history

IN A DAZZLING display of scale and spectacle during gala evenings at the Melbourne Showgrounds, Amway China’s Leadership Seminar celebrating a new milestone as the largest incentive event ever staged on Australian soil. 

And the occasion truly rose to greater heights with the world’s first 35 metre tall hot-air balloon that symbolised the spirit of Amway China’s three-decade anniversary. 

Nearly 16,000 top-performing delegates from mainland China descended on Melbourne in April for a five-day extravaganza that blended business with blockbuster entertainment — and left a A$100 million (about US$64.9m) economic footprint in its wake.

The event production by Encore Event Technologies was a year in the making and culminated in a month-long production marathon in April. From the moment delegates touched down, they were immersed in a choreographed experience that spanned hotel lobbies, conference halls, and the iconic Melbourne Showgrounds.

Delivering the largest incentive event ever held in Australia was not just a milestone for Amway China — it was a defining moment for Encore.”
– Scott Nodsle, CEO of Encore Event Technologies APAC

The gala dinner, catered by Dean & McPherson, required 4.5 tonnes of beef steak, 11,000 lobsters, and 16,000 jars of branded lollies to be served at a three-course banquet. Entertainment ranged from opera singers to Nitro Circus BMX riders, with the action beamed onto 2,500 square metres of LED screens and a 35-metre-tall hot air balloon with 3D projection mapping.

An action-packed, non-stop 15-minute opener featured top artists and entertainers from Melbourne and around the world including Vietnamese dancers, Arabian belly dancers, opera singers, ballet dancers and a flash mob cast;

More… Amway makes history in Melbourne

Also taking to the stage were Flamenco guitarist, world champion Latin dancers, 40 Parisian-style can-can dancers, 25 dancing gents, LA Showgirls and “Elvis”.

The production was not just about scale – storytelling was to the fore. The show opened with Amway’s Flower of Total Wellness and took guests on a whirlwind tour of global destinations, from Southeast Asia to Las Vegas, all delivered in Putonghua with English translations.

Encore’s creative team pulled out all the stops: 3D glasses for immersive visuals, a commemorative booklet with collectible magnets, and a confetti-blasting cube gift box. The custom-made 3-metre cube gift box shot confetti and dandelion flowers on cue to wrap up the opening segment. Additional touches included 3D glasses, adding an extra dimension to visuals, a commemorative programme booklet including a collectible magnet opening to reveal the program and performers’ bios.

Secured through a competitive international bid, the Amway China Leadership Seminar and Festival of Amway was a joint effort between Melbourne Royal, the Melbourne Convention Bureau, and the Victorian State Government.