Direct-SELLING giant Perfect China chose Melbourne and regional Victoria as the destination to reward 3,200 if its top sales performers. Perfect China is a global-leader in its business operation with 33 branches and more than 7,000 outlets across the country.
It is estimated that the state’s economy benefited to the tune of AU$19.5 million (about US$14.9m) and showed Melbourne’s qualities as one of the world’s leading incentive reward destinations.
Winning pitch
Melbourne Convention Bureau worked closely with Perfect China from the bidding stage to the event execution, to create and delivering an innovative programme for delegates.
The bureau’s successful bid came from proven ability of the city and Victoria to host a large incentive group. Other factors included the collaborative approach of the industry including government, regions and suppliers, as well as infrastructure and unique Melbourne experiences. The bureau’s strong ties with its partners influenced the delivery of a bespoke programme, with key players providing tailored itineraries to meet the cultural needs of the Chinese delegation.
State and local government supported the visit, with the Minister for Tourism and Major Events, John Eren, greeting the Chinese delegation. City of Melbourne Lord Mayor Robert Doyle delivered a welcome message.
Highlights
A five-day itinerary allowed the group to immerse themselves in diverse and exceptional experiences around Melbourne and regional Victoria. From walking around the Fitzroy gardens, visiting the iconic Flinders Street Station to relaxing by the bay on Mornington Peninsula and living the farm experience.
MCB supported PTC Express Travel and Perfect China to deliver customised itineraries that allowed the group to enjoy some of Victoria’s unique experiences. Day one gave the group the chance to walk through Melbourne’s central business district and breathe the air of Fitzroy Gardens. This was followed by a visit to Flinders Street Station, the historic train terminal.
Perfect China’s delegates were also transported back in time, travelling for just over an hour northwest of Melbourne to Sovereign Hill, which is honoured with awards for Australia’s Best Tourist Attraction and famous for its discovery of gold.
The group saw Australia’s history come to life and explored the town that reenacts the gold-rush era, venturing underground for a guided gold mine tour before shopping 1850s style.
On another day, delegates were taken to wildlife-rich Phillip Island where they experienced the Antarctic Journey and submerged themselves in the world’s most extreme continent, as well as coming face-to-face with Australian Fairy Penguins. Delegates who sought a faster-paced experience enjoyed go-kart racing with the ocean as a backdrop.
Puffing Billy, the world’s oldest steam train, was also brought into service as it took delegates past the wonders of Dandenong Ranges back on the mainland.
Following this, delegates had the choice of enjoying the vast landscapes of Victoria by touring coastal Mornington Peninsula, dining in the wine region of Red Hill or visiting the 12 Apostles along the Great Ocean Road.
For a change of pace, delegates had the opportunity to shop for gifts and souvenirs in the largest shopping mall in the southern hemisphere, Chadstone Shopping Centre.
Upshot
The trip created lasting memories for the Perfect China group, motivating distributors to explore new sales strategies and increase their sales performance for the opportunity to enjoy high-calibre rewards, such as the Melbourne experience.
A Perfect China representative commented: “Melbournians are friendly and the team at Melbourne Convention Bureau was meticulous in their service and passionate about supporting this strategically important programme.”
Local economies also benefited from a combined total of 8,000 room nights across 12 hotels in the centre of Melbourne, with five regions across Victoria being visited.
John Eren, Victoria’s tourism and major events minister, said: “The Perfect China group provided a wonderful opportunity to showcase the best of Melbourne and regional Victoria, while generating $19.5 million in economic contribution for our state.”
Perfect numbers
Delegates: 3,200
Where? Melbourne and regional Victoria
Economic contribution: A$19.5m
Hotel room nights: 8,000
5 Regions: Dandenongs, Ballarat, Mornington Peninsula, Phillip Island, Great Ocean Road
12 hotels in Melbourne CBD used
