The Festival of Amway 2025 at Melbourne Showgrounds

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.