Up, Up and Amway! Elevating Amway China’s Leadership Seminar to New Heights.
Event Overview
In April 2025, Encore delivered an unparalleled spectacle for Amway China’s Leadership Seminar in Melbourne. Hosting over 16,000 delegates, this event was the largest incentive ever held in Australia and the largest outbound incentive from China. The event generated a significant economic impact of $100 million for the state, showcasing Encore’s ability to create immersive experiences that leave a lasting impression.
The event spanned the entire month of April 2025, with six shows in total held every fourth day. Each wave of delegates, averaging between 2,500 and 3,000 attendees, experienced a four-day tour, with one of those days dedicated to the Melbourne Showgrounds event.
From the moment the delegates landed in Australia, they were greeted with branded welcome installations in the foyers of each of the 12 hotels. The four-day event included tours and experiences that highlighted Melbourne’s unique offerings, including adventure experiences, food and wine, and tours of the surrounding countryside. The local experiences complimented the leadership seminar and gala extravaganza orchestrated by Encore.
Client brief
Amway China tasked Encore with delivering an extraordinary experience for their Leadership Seminar in Melbourne, celebrating the 30th anniversary of Amway China. The event was to be the largest incentive ever held in Australia, with over 16,000 delegates attending across multiple waves. The primary language for the event was Mandarin, with translations provided for English speeches from local dignitaries.
The brief required a comprehensive and immersive experience, including a business conference, a cocktail party, a gala dinner, and a finale show. The creative execution involved a 35-meter-tall hot air balloon with 3D projection mapping, extensive use of LED screens, and a variety of performances from local and international artists.
The sumptuous gala dinner featured a 3-course dinner, catered by Dean & McPherson, 4.5 tonnes of beef wagyu, 11,000 lobsters, and 16,000 jars of branded lollies as an accompaniment to dessert.
Encore’s Experience Design
Encore’s creative minds were let loose to design a never-before-seen experience for the Amway delegates. In addition to business seminars, delegates were treated to a once-in-a-lifetime gala dinner extravaganza at the Melbourne Showgrounds, all meticulously curated by Encore.
Stage-Set Design and Innovative Technologies
Encore’s execution included technologies and effects not seen before in any corporate event production company in the APAC region. The gala dinner featured over 2500 square meters of LED screens and 190 meters of projection surface, immersing the audience in a captivating light, 3D soundscapes, and an astonishing visual experience. The highlight of the event was a world-first 35-metre-tall hot air balloon that lifted 30 meters off the ground, featuring 3D projection mapping synchronised to a customised soundtrack.
Precision production
The amazing performances at the event were a testament to Encore’s ability to source performers and entertainers that delight audiences, all delivered with precision production and time-perfect execution. The action-packed opener featured top-tier artists and entertainers from Melbourne and around the world, including Vietnamese dancers, Arabian belly dancers, opera singers, ballet dancers, and a flash mob cast. The performances were flawlessly executed, ensuring that all technical, creative, and performance elements were perfectly synchronised.
Long-standing partnership with Amway
Encore has a long history of delivering extravagant events for Amway divisions throughout Asia, including delegations from Taiwan, Vietnam, Hong Kong, South Korea, and Russia over the years. This enduring partnership demonstrates Encore’s commitment to creating events that transform and leave a lasting impact on attendees.
Event Timeline and Structure
The event spanned the entire month of April 2025, with six shows in total. Each wave of delegates, averaging between 2,500 and 3,000 attendees, experienced a four-day tour, with one of those days dedicated to the Melbourne Showgrounds event.
Creative and Technical Execution
The creative execution included a 15-minute finale show featuring projection mapping, pyrotechnics, dancing, and a violin player elevated on a scaffold structure. The hot air balloon, a key visual element, was projected onto and elevated dramatically up and down during the finale. The event also featured a three-drum kit, six-minute drum solo with accompanying light and graphics show.
Conclusion
The Amway China Leadership Seminar 2025 was not just a milestone for Amway China but also a defining moment for Encore. From concept to execution, Encore brought together creativity, precision, and scale to craft an experience that was not only unforgettable but truly world-class. This case study exemplifies Encore’s ability to deliver transformative events that push the boundaries of event production and create lasting memories for all attendees.
The 2024 Helloworld Travel OMC Conference wrapped up in true Aussie style in Sydney, with over 550 attendees soaking in the vibrant atmosphere. Hosted at the Hyatt Regency during the days and the Overseas Passenger Terminal for a dazzling gala dinner, this event was a testament to the thriving travel industry Down Under.
Encore was engaged to transform the venues into an engaging experience for attendees through tailored creative design, audio-visual and lighting solutions.
Held by day at the Hyatt Regency, the conference was not short on exciting nighttime activity with a Welcome event on the harbour aboard Starship Sydney that kicked off the conference with style as delegates enjoyed not only breathtaking harbour views but an amazing fireworks display!
The theme, “A World of Opportunity,” echoed throughout the event, with speakers like Qantas CEO Vanessa Hudson, swimming legend Grant Hackett, and motivational guru Ben Crowe inspiring optimism for the future.
Throughout the conference, owner-managers shared insights on the importance of passion, customer care, and industry relationships, proving that despite evolving trends and technology, the heart of travel remains unchanged.
Networking lounges buzzed with excitement as suppliers showcased their offerings, with Viva Holidays celebrating their 50th anniversary in style. Glittering attire was a must for their spirited “Sale of the (Half) Century” game, adding a touch of glamour to the affair.
The grand finale came with the Gala Dinner, sponsored by Qantas, where the Overseas Passenger Terminal was transformed by Encore into an exclusive haven.
As guests arrived at the Overseas Passenger Terminal they were greeted with a red carpet experience and a striking neon archway leading into the exclusive networking area. Uplighting on the luxe curtain draped partition created a warm mood-lit ambience while custom GOBOs projected Qantas and Helloworld Travel branding.
The Qantas Australian Girls Choir kicked off the evening, with a stirring rendition of ‘I Still Call Australia Home’, setting the stage for a night of celebration and surprises.
On the stage itself, sat a large LED wall visually separated into three panels by two columns of shimmering sequin tiles creating a stunning artistic effect. The room and stage lighting was further enhanced by LED tubes being suspended from the ceiling – a stunning effect and perfect complement to the Gala’s ‘light up the night’ theme.
As the night unfolded, attendees learned that Vancouver would host OMC 2025, igniting anticipation for another year of networking and exploration.
After the meal the dance floor beckoned as delegates enjoyed live music from Big City Beat and danced the night away.
As the conference drew to a close, attendees departed with a renewed sense of inspiration and camaraderie, ready to seize the countless opportunities that lie ahead in the ever-evolving world of travel.
Sarah Gerrand, GM Partnerships and Events, at Helloworld Travel was delighted with the event commenting,
“Encore exceeded all expectations with the execution of the 2024 Helloworld OMC Conference in Sydney. From the seamless delivery of our conference at the Hyatt Regency Sydney to the stunning Gala Dinner at the Overseas Passenger Terminal, every detail was meticulously crafted. Their creative design, audio-visual expertise, and lighting solutions were amazing, perfectly reflecting the conference theme, ‘A World of Opportunity.’ Encore’s dedication ensured a memorable experience, leaving attendees inspired and charged for the future.”
The Brief
Encore was engaged by, Mumbai based, BOI Media and Entertainment working with ICICI Prudential Life, to create a prestigious gala dinner for the ICICI Prudential Life 20th Starclub Incentive Conference. A five-day event celebrating the company’s top performers.
ICICI Prudential Life were offering a once in a lifetime opportunity to nearly 800 participants to be flown from India to Melbourne for the occasion.
The scale and prestige of this annual event is legendary and incentivises employees to strive for an invitation to the next trip. This trip however had been delayed since 2019 and would be the first since Covid and be among the first major events for the Encore team post-Covid.
One more important detail, Encore was now operating in a new world with higher wages and high inflation; so, the solution needed to be carefully thought through to deliver on the original concept without adding financial pressure.
The Solution
With India being a cricket-loving nation, BOI requested the theme for the Gala Dinner to be ‘Master Blasters’.
Through the use of kinetic lights, a 22m wide curved screen, table projections and extensive room lighting, the Grand Palladium room at Crown Melbourne gradually transformed and transported the audience to the grounds of the MCG.
Entertainers and chefs were specially flown in from India to add to the atmosphere and authenticity of the evening.
The Encore team found clever alternative solutions to reduce costs without reducing the impact. The team also leveraged their strong relationships with suppliers to deliver the project on budget but with no compromise on quality.
The Result
As soon as guests walked the red carpet into the Grand Palladium their jaws dropped.
The impact of the Gala Dinner was as dramatic and memorable as it was symbolic. It encompassed a cultural vibe for the Indian delegation and recognition of what Melbourne stands for as an international conference city.
Encore overcame monumental challenges to deliver an event that exceeded the high client expectations and was highly successfully for all stakeholders.
A magnificent result was delivered by Encore for BOI and ICICI Prudential Life; the team were back to black and gig fit!
Encore Event Technologies APAC orchestrated an unparalleled experience for 10,000 Chinese visitors during the 2023 Amway China Leadership Seminar in New Zealand.
This article highlights how Encore’s innovative approach to event creative, technology and production set a new industry benchmark, delivering an unforgettable journey that combined technological wizardry with cultural immersion.
The challenge
Over two months, 10,000 delegates were flown in 12 waves to New Zealand for the seminar, showcasing Amway’s commitment to recognising top performers. The program featured a series of events and excursions across Auckland and Queenstown, rewarding excellence and fostering brand allegiance among attendees.
Creative inspiration
The superscale events which took up more than 6,000 work hours included 155sqm LED screens, fifteen 20k projectors, 80 table projectors, eight curved screen projectors, four floor projectors, six semi-trailers hauling equipment and even an ice rink.
The concluding gala events held at the Viaduct Events Centre in Auckland and then the second streams at the Queenstown Ice Arena for the event highlight of the trip, treated guests to a spectacular night full of creative, technological wizardry and heart pumping entertainment.
Technological innovation
Encore’s technical expertise was showcased through the utilisation of cutting-edge equipment, including the L-Acoustics L2D Loudspeakers, setting a new standard in audio delivery. The event boasted superscale setups, including LED screens, projectors, and specialised effects, creating an immersive environment that captivated guests.
Production excellence
Managing the logistics of such a large-scale event was a significant undertaking for Encore, requiring meticulous planning and coordination. The production team dedicated over 6,000 work hours to ensure seamless execution, from rigging to immersive screen content creation.
Economic impact
Beyond its experiential success, the seminar had a substantial economic impact, generating an estimated NZ $40 million for the local economy. Encore’s collaboration with Auckland Convention Group and Queenstown Convention Bureau facilitated pre-event activities and accommodation arrangements, maximising the delegate experience.
Cultural celebration
The gala dinners held at the Viaduct Events Centre in Auckland and Queenstown Ice Arena were the highlight of the seminar, showcasing Aotearoa New Zealand’s culture and spirit. Encore’s creative approach incorporated lighting, sound, and visual elements to celebrate contemporary Māori culture, leaving a lasting impression on attendees.
The result
Encore’s involvement in the Amway China Leadership Seminar exemplifies the transformative power of business events. By seamlessly blending technological innovation with cultural celebration, Encore created an experience that transcended traditional event boundaries, leaving a lasting impact on attendees and the host communities alike.
Encore was approached to assist with the production and planning of HX2023, Harcourts Australia National conference. A series of events including Launch & Opening Address, Under The Sea networking party and National Awards Gala.
The conference would be taking place in two Gold Coast locations, The Star and SeaWorld, over two full days. Harcourts had come with an initial plan that put into practice, would was exceed budget and prove unsustainable. Encore was able to diversify the proposed plan and bring the same immersive effect while retaining Harcourts’ budget and meeting sustainability goals.
HX 2023 Launch and Opening Address
The Star Theatre, Gold Coast
In conjunction with The Star, Encore was tasked with the conference’s launch and opening event.
Briefed to make it memorable and impactful, a fantastic display of stage management, choreography and cohesive teamwork met and surpassed this ask.
With content on huge LED screens, Encore’s team worked around the clock to ensure meticulous content checks were made and amends completed.
The audience were thoroughly immersed in the show. Lighting and sound bringing the theatre to a whole new level, the opening performance became interactive with audience out of their seats and clapping along. The ball was well and truly rolling for a great conference ahead.
Under The Sea, Networking Party
SeaWorld, Gold Coast
For the first time in the conference event’s history, the networking party was being held offsite. Harcourts had chosen to host at SeaWorld, so guests could enjoy the attractions while they mingled before the evening’s main event: world renowned DJ, Hot Dub Time Machine.
The evening’s theme was Under The Sea, guests came dressed to fit while the entire venue was washed in marine blues and greens, soft ripples adding the to the effect.
The event originally briefed to fit 500, was at the last moment extended to accommodate 150 more guests. Drinks and canapes were served surrounded by aquatic hues and a soft sea mist.
Excitement began to rise in the crowd, as screens displaying Harcourts content, operated by Encore, seamlessly transformed into Hot Dub Time Machine’s signature countdown.
Diamond bacs and truss lighting bringing the stage to life, smoke and haze adding to the excitement and finally the countdown clock hit zero.
The lighting desk was operated in real time with no preview of the set list, making the light show unique to this event. Surrounded by pyrotechnics, Hot Dub Time Machine owned the night. The dancefloor, with enhanced sound and lighting, was packed.
The initial goal was to put on a great show, this was surpassed, it was the show of a lifetime.
The HX2023 Gala Awards Night
The Star Ballroom, Gold Coast
The original vision for the event had included a custom curved screen, which ultimately proved unattainable. Encore keeping the vision and sustainability to the fore, presented a multi-LED solution which would provide the same effect but operate inside the briefed guidelines.
Preproduction was the key to this event’s success, Encore’s strong teamwork, planning and precision could be seen throughout. Through careful forward planning, a pre-show run through gave the team the opportunity to make any necessary amends.
Guests entered the ballroom on a regal blue Harcourts runway, emblazoned with Harcourts’ branding. The room was washed with deep blues, the stage with huge screen was flanked by two trusses of Astera LED tubes lit in complementary blues. A DJ with live performer played a warmup set as guests were seated.
The show opened with the Hall of Fame, the biggest awards of the night. The stage lights switching from deep blue hues to bright golds with pyrotechnics erupting as the Hall of Fame entrants assembled on stage.
The show caller and camera director worked in sync to manage the camera operators as they captured each of the further 250 winner’s award presentations. A technical and production partnership demonstrating the depths of professionalism.
Encore’s lighting manager plotted out the show using The Star’s existing set-up alongside Encore’s equipment, operating both systems in tandem during the event.
After the 250th award had been presented, it was time for the DJ to take centre stage and the celebrations to begin. The lighting now in party mode, guests took to the dance floor and ended their evening in style.
Our team in-house at Crown Melbourne had the pleasure of partnering with the incredible minds at Peter Jones Special Events for this year’s ‘Epworth Glam’ themed Epworth Gala Ball for 1200 guests.
Beautifully captured by Andrew Hobbs Photography.
Featuring Ajaye entertainment & Mike Snell
The 2022 annual summit for a high-profile medical services company lived up to all expectations. Partnering with long-time production partner, Encore, the company hosted 175 of its summit partners at the picturesque Mercure Gold Coast Resort. The highly anticipated annual event is a chance for the company to bring together clinical and business leaders to be informed and inspired by a raft of innovative speakers and to showcase the latest and greatest products impacting the industry.
The brief to Encore was simple – to ‘wow’ guests under the theme of ‘Momentum’. Momentum couldn’t have been more perfect for this action-packed event. Taking advantage of the exceptional resort facilities, over the course of two-days guests attended an Amalfi Coast inspired poolside welcome reception, a theatrical masquerade dinner and a 70’s themed lunch on The Green. Between all this, guests attended a high-end conference hosted in the Mercure’s Grand Ballroom.
As the in-house event production partner, Encore provided a complete event production solution for the entire 2-day event. A key achievement for the event was Encore’s ability to transform the conference into an immersive gala ‘masquerade’ experience in under two hours.
Encore’s Manager of Event Operations – Gold Coast said,
“It was an exciting opportunity to work with the high profile client and Mercure to deliver this special event. The Mercure Gold Coast Resort was the perfect venue to host an event of this calibre – it gave us the flexibility and space to deliver the client’s vision all in the one venue. A big shoutout to our production team – everyone from creative designers and technicians to the bump-out crew – it was a huge effort executing it, and especially with the tight 1.5 hr turn around between conference to Gala, and back to conference again for the next morning. This event was an exciting achievement for our team and I’m so proud of how seamlessly it went.”
The Brief
Leading global car manufacturer, Nissan Motor Company, turned to Destination Events and Encore to deliver a stand-out bespoke vehicle launch event for their latest fleet of cars. Hosted over three days in May, the event comprised a rolling two-day National Dealer Meeting at Nissan’s Australia’s new HQ in Mulgrave, with the third day a live stream of the Nissan APAC Town Hall and model launch to staff who couldn’t attend in person. A prestigious Gala Event was also held at the iconic Park Hyatt Melbourne.
The Solution
With all eyes on the four new models, Destination & Encore’s pitch-winning solution was a large custom stage design using LED walls that not only met the brief, but it also exceeded expectations on what was achievable within their new head office’s innovative display area. Being a Dealer facing event, the brief was to create a vibe and an environment that got the Dealer Network excited about the new models and motivated to sell.
Carefully considered audio equipment was implemented into the design to eliminate any echoes and feedback from the large display area made of tiles and glass. For visuals we installed several screens around the room to ensure all 200 Dealers could see the hype reels accompanying each car reveal. Encore’s lighting designers ensured all four models were heroed with added movement and colours to create an energetic atmosphere.
To compliment the first day of formal proceedings, Dealers and VIP guests were invited to attend a glamorous gala dinner in Park Hyatt Melbourne’s main ballroom to network and reflect on the exciting new products in the pipeline. Nissan also announced its FY21 ELITE Dealer Excellence winners during the evening.
The result:
Thank you Encore for your professional and personal contribution to the success of the recent Nissan National Dealer Meeting. Destination only aligns themselves with the best in business. All major events are the sum of many parts, and we are judged by not only the strong ties we have with our preferred suppliers but also any weak links we may align ourselves too as well. This year’s event was deemed a major success by our long-standing customer in Nissan and the job Encore played in that was huge. Please pass on my thanks to your team and I look forward to the next project we work on together.
Paul Downey (Pd)
Nissan Account Director
The Encore NSW team delighted 1,150 Amway Taiwan VIPs with a breathtaking, Australian-themed gala dinner as the pinnacle event of the 5 day major Asian incentive. The incentive gave Encore the opportunity to showcase their ability to deliver technically demanding live events encompassing the breadth of their audio visual services. It was an action-packed event with a host of performances to keep the crowd entertained. This included a VIP vintage car parade, aerial artists, a water-skiing stunt show, petting zoo, performances by several dance troupe and a spectacular fireworks display to end the night. Running alongside this was a stunning display of AV at its best. We brought to life the gigantic rock wall, projection mapping stunning Australiana-themed content and vistas, turning the once bare wall into a visual and theatrical journey. It provided the perfect backdrop the event and made a lasting impression.
Encore amped up their premium concept design capabilities at the Conventions & Incentives New Zealand (CINZ) Gala Dinner, exhibiting custom hexagon-shaped screens onstage at this year’s event. The impressive visual displays ensured the CINZ brief was reflected strategically throughout the space, and complemented the stunning interior decorations which tied in the ‘mosaic’ theme beautifully. Encore (formerly Staging Connections) have worked closely with CINZ for eight years, and as such, were given full creative licence to design the event.
CINZ hold the dinner to showcase to international guests what the New Zealand conference and incentives industry has to offer, and this year did not disappoint. Heather Cornish, CINZ Event Director, later said of Encore’s involvement, “Just wanted to send you a formal note to say THANK YOU for your amazing support of MEETINGS – we really appreciated it. Your personal commitment is very much appreciated. As a sponsor, you play a crucial role in the success of this project – we simply cannot pull off MEETINGS to the standards we aspire to without your generous support so thanks again.”