Client: Amway China
Event: Leadership Seminar & Incentive Program
Location: Melbourne, Australia
Date: April 2025
Event Overview
In April 2025, Encore Event Technologies delivered a landmark incentive program for Amway China’s 30th Anniversary Leadership Seminar, welcoming more than 16,000 delegates to Melbourne across multiple waves. The program became the largest incentive ever held in Australia and the largest outbound incentive from China, generating an estimated AUD $100 million in economic impact for the State of Victoria.
Delivered throughout April, the program unfolded across six waves of delegates, each consisting of approximately 2,500–3,000 attendees. Every wave experienced a four‑day journey combining business seminars, curated local experiences, and a spectacular gala event at the Melbourne Showgrounds.
Client Brief
Amway China tasked Encore with designing and delivering an extraordinary, large‑scale leadership experience to celebrate its 30‑year milestone. The brief called for a fully immersive program that blended business, celebration, and destination storytelling—executed at a scale never before seen in Australia.
Key requirements included:
- End‑to‑end creative and technical oversight
- Mandarin‑first delivery, with English translation for local dignitary speeches
- A hero gala event that would create a defining visual legacy for the brand
- A seamless delegate experience extending beyond the main event, from arrival to departure
Encore’s Experience Design
Encore’s creative teams were given the freedom to push boundaries, crafting an experience that redefined what was possible for corporate incentives in APAC.
The delegate journey began the moment guests touched down in Australia, greeted by branded welcome installations across 12 premium Melbourne hotels. These arrival moments set the tone for a program designed to immerse delegates in both Amway’s brand values and Melbourne’s unique cultural and lifestyle offering.
Local tours highlighted food, wine, nature and adventure—complementing the business program and reinforcing the sense of celebration and reward.
Signature Event: Gala Dinner & Leadership Celebration
The centrepiece of the program was a superscale gala dinner and finale show hosted at the Melbourne Showgrounds.
The evening unfolded as a multi‑sensory spectacle featuring:
- Over 2,500 square metres of LED screens
- 190 metres of projection surface
- A world‑first 35‑metre‑tall hot‑air balloon, lifted 30 metres into the air and wrapped in 3D projection mapping synchronised to a custom soundtrack.
Guests were immersed in light, sound and motion as the venue transformed throughout the night. The culinary experience matched the ambition of the production, with a three‑course gala dinner featuring 6.5 tonnes of wagyu beef, 8,000 lobsters, and 16,000 jars of branded lollies.
The finale brought together pyrotechnics, live music, projection mapping and large‑scale choreography—culminating in a moment designed to symbolise Amway’s growth, ambition and future.
Precision Production at Unprecedented Scale
Delivering an event of this magnitude required meticulous planning and flawless execution. Encore worked across a 12‑month delivery window, from initial pitch through to final performance.
Across the full program, Encore delivered:
- 11,000+ hours of labour
- Specialist teams across creative, engineering, lighting, audio‑visual, staging, automation and pyrotechnics
- Complex logistics involving tight bump‑in schedules, weather contingencies and multi‑venue coordination
One of the most technically demanding elements was the safely engineered hot‑air balloon installation, which required precision choreography between automation, projection, audio and live performance to deliver a seamless result.
Entertainment & Performance
The action‑packed opening sequence set the pace for the entire event, featuring a non‑stop program of international performers including dancers, musicians, specialty acts and large ensemble casts. Every element was timed to the second, ensuring technical, creative and performance components operated in perfect sync.
Behind the scenes, hundreds of crew members, creatives and performers collaborated to deliver a production that felt effortless to the audience—despite its enormous complexity.
Partnership Built on Trust
Encore’s relationship with Amway spans nearly two decades, with successful incentive programs delivered across Asia, including delegations from Taiwan, Vietnam, Hong Kong, South Korea and beyond.
This long‑standing partnership is grounded in trust, consistency and a shared commitment to excellence. For Amway China, Encore operated not simply as a supplier, but as an extension of the client team—trusted to scale complexity, manage risk and deliver on a global stage.
Outcome & Legacy
The Amway China Leadership Seminar 2025 stands as a defining achievement for both Amway and Encore. Beyond its record‑breaking scale, the program reinforced Australia’s capability to host culturally significant, high‑impact international incentives and positioned Encore as a leader in world‑class experience design.
From concept to execution, Encore brought together creativity, precision and scale to deliver an experience that was not only unforgettable—but truly transformational.
