Creating bucket-list memories for international incentives
A thrilling once-in-a-lifetime experience in New Zealand for 10,000 visitors from China has set a new industry benchmark in event delivery.
The massive delegation was flown to New Zealand in 12 waves over two months from 9 October to 5 December for the 2023 Amway China Leadership Seminar, produced by Encore Event Technologies APAC.
Attendees were treated to an extensive program of events, seminars and excursions that rewarded exceptional performance and elevated brand allegiance whilst enjoying all the incredible sights and adventures New Zealand has to offer.
Scott Nodsle, Encore’s Managing Director of APAC, said incentive rewards are continuing to evolve within corporations from transactional to transformational. The Amway Diamond top performers attend a five-day long trip two to three times a year around the world,
“Rewarding high performers beyond cash bonuses with an experience is invaluable,” he said. “This is something Amway really values and does well. Colleagues having the time of their life with like minds is a proven motivator that enriches brand allegiance.”
“Rewarding high performers beyond cash bonuses with an experience is invaluable [...] a proven motivator that enriches brand allegiance”
Strategic partnerships were engaged
The planning for such an undertaking is a long one. Encore won the competitive bidding process to design and produce the gala events and Auckland Convention Bureau and Queenstown Convention Bureau delivered a program of local tourist activities. “We were tasked with producing the final night event gala – a show that we put on 15 times throughout the two months to groups of approximately 600 at a time,” said Mr Nodsle. “We started planning for this show about 12 months in advance. The various bureaus then strategised to really wow the visitors with the best cultural and exciting travel excursions as possible.”
The trip was highly beneficial for the New Zealand economy – over two months, visitors filled 20,000 hotel nights in Queenstown and Auckland and funnelled an estimated NZ $40 million into the economy.
The trip was highly beneficial for the New Zealand economy...funnelled an estimated NZ$40 million into the economy.
A monumental event
The concluding final gala night dinner held at the Viaduct Events Centre in Auckland and Queenstown Ice Arena was the event highlight of the trip, treating guests to a spectacular night full of technological wizardry and heart pumping entertainment.
“We dedicated our heavyweight creative, production and technology expertise to deliver a brand-defining set of ‘moments that matter’,” said Mr Nodsle. “These included leadership sessions, cocktail receptions and the gala dinners with main show performances – embracing the organisation’s values and the best of New Zealand. We wanted delegates to really remember this night for the rest of their lives as one of the best shows they’ve ever seen and to take lots of pictures for their social media.
The best of technology dazzled
As it was important to really showcase technology with a cutting-edge show, a wide range of innovations were used with panoramic scenes of New Zealand’s natural wonders played across a 3D-mapped 180-degree projection screen via 80 table projectors. Snow machines, special effects and multi-sensory interactive displays of earth, water, fire and air dazzled the guests.
“We dedicated our heavyweight creative, production and technology expertise to deliver a brand defining set of 'moments that matter' [...] we wanted delegates to really remember this for the rest of their lives”
During meal service the room underwent a dramatic transformation with lava projections oozing over the stage, creating an impressive backdrop for performers, Strings of Fire, who combined pyrotechnics and acrobatic stunts to music setting the stage literally ‘ablaze’.
Entertainment included trio JGEEKS who combined traditional Māori moves with modern dance techniques and humour, C-Pop singer Laurence Larson and multimedia performers Vosper Tron. Throughout the evening, care was taken to ensure the performances and scenography intertwined to reinforce Amway values of harmony, wonder and partnership.
Experiences were personal and transformational
“Visiting incredible destinations and creating lasting memories is hugely powerful for people...”
“Visiting incredible destinations and creating lasting memories is hugely powerful for people,” said Mr Nodsle. A key point of difference for hosting an incentive trip to Queenstown and Tāmaki Makaurau Auckland was showcasing the contemporary Māori culture at the heart of the region.
“We have a long history of delivering experiences for Amway having devised similar reward trips for delegations from Taiwan, Vietnam, Hong Kong, South Korea and Russia over the past 18 years in addition to other events for international clients. Our mission has always been to ‘follow our customer’s journey and create events that transform and experiences that go beyond the ordinary’.
Encouraging a sense of growth and inspiration
Mr Nodsle said Encore’s successful involvement in Amway China’s Leadership Seminar demonstrates how far business events can go beyond mere logistics to leave a lasting impact on attendees. “Events can be a catalyst for change, whether it’s inspiring new ideas, fostering meaningful connections, or driving positive transformation within an organization. So, it’s important to create an environment that encourages growth, innovation, and personal development.
Post-COVID, he added that events have redoubled their power to connect and inspire. “When people come together, ideas take flight and relationships strengthen. Even more so when the experiences fuse imagination, ingenuity, and innovation in culture-rich destinations that elevate a brand’s emotional resonance. What you see is teams buzzing with energy and enthusiasm – both for the company and the country they’ve visited.”
Mr Nodsle said the business has now seen an immediate and sustained increase in interest in companies looking to scale up their incentives on the back of Amway China’s 2023 New Zealand trip. “The memories for participants are ever-lasting and the positive effects of these events for tourism and the visitor economy continue to flow.”
“Our mission has always been to ‘follow our customer’s journey and create events that transform and experiences that go beyond the ordinary”