Superstar bling as Gold Coast delivers software sales incentiveSuperstar treatment, complete with screaming fans and paparazzi, was one of the features of an extraordinarily elaborate Gold Coast incentive for more than 2000 sales staff of one of the world’s largest software companies.
Company: Top international enterprise software company The incentive rewarded staff for achieving superior sales over 12 months. Guests, their spouses and children came from around the Asia Pacific region for two weeks of awesome themed entertainment and treats ranging from whale watching to wine tasting. Lisa Hopkins, Regional Business Director Asia Pacific for Carlson Marketing, said: ‘Australia and specifically the Gold Coast offered all the aspects we were looking for, for this particular client — warm, stable weather; good accommodation; a variety of activities and a trusted and well respected event partner in Off Site Connections. We knew that for the Asian-based achievers the Gold Coast would be an aspirational destination and for the Australian and New Zealand-based achievers it had to very different from anything they would have ever experienced before.’ The software company wanted to demonstrate how much it appreciated ‘the extraordinary achievement’ of its sales staff and the contribution of their spouses and families. Over 12 months, Carlson Marketing worked with four Gold Coast hotels and Off Site Connections to meticulously plan the event, ensuring its partners had creative freedom to execute the brief. At all events special rooms were set aside where children could play video games, do arts and crafts and other activities or find a quiet space to rest. The guests arrived on the Gold Coast in four waves. The first group was the largest with 1700 people arriving from every part of the Asia Pacific region over a 20 hour period. There were seven main events, which showcased Australian diversity and Gold Coast glamour. Off Site Connection’s logistical challenges included building a ‘mini city’ complete with rodeo and catering facilities for 5,100 people for the family-orientated welcome functions at Doug Jennings Park. With a crew of more than 230, the guests were treated to some of the best entertainment from across Australia. The Sunburnt Country-themed welcome events offered a huge variety of entertainment from horse and dray rides to roving Aboriginal didgeridoo players, from face painting to an Aussie Bush Carnival. Two nights later, the area was transformed into a stylish venue with giant orchid arrangements and technically innovative lighting for a Chameleon theme gala dinner. Guests were entertained by live stage performances, with a repeat show the following week for the Japanese delegates A smaller wave of delegates enjoyed a “Pool Party” welcome at Seaworld Nara Resort complete with a multitude of sea and beach theme roving performers. The highlight for this group of top achievers was a Movie Theme gala dinner at the glamorous Palazzo Versace Hotel. They were met by the ‘paparazzi’ and literally had the red carpet rolled out for them. The superstars of the software sales world dined in splendour and then watched performances by Austin Powers and Madonna. In addition, a series of five regional dinners, all separately themed, was held for representatives of different countries and units at the Gold Coast Convention Centre. At these functions, team members were personally thanked for their efforts by their regional managing director. Dozens of event managers, planners and onsite travel staff attended to the needs of the incentive groups. Special attention was paid to the dietary requirements of delegates and the event planners ensured that pork was kept away from other food items. The guests had plenty of free time to explore the Gold Coast region and were all given access to the numerous theme parks. Among activities enjoyed by delegates was catching their own crabs for lunch, doing a wine tasting at Mount Tamborine and luxuriating in spa treatments. Testimonial‘We were delighted with the flexibility and creativity demonstrated by the key Australian partners we worked with in Australia and in particular the Gold Coast. Our client described it as one of the best events ever attended and we attributed much of that to the ability of the region to take the objectives of this event and apply them.’ Lisa Hopkins, Regional Business Director, Asia Pacific, Meetings and Events, Carlson Marketing. |
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