SOME 150 members of Amway Taiwan’s Diamond Club will enjoy a bespoke programme on the final day of the Formula 1 Australian Grand Prix in Melbourne next March, in what will be the first major international incentive group to be hosted at the sporting event.
Speaking exclusively to TTGmice e-Weekly, the Australian Grand Prix Corporation’s business development manager, Darian Misko, said the concept had been a couple of years in the making.
“An enquiry was made a couple of years ago and at our event in 2015, we hosted a familiarisation for four people from Amway. They fell in love with it,” Misko said.
“We’ve had a number of groups that have booked MotoGP tickets, but from an F1 point of view, this is the first of its kind,” he added.
Working in partnership with Australian Tours Management, the Grand Prix Corporation has customised a programme for Amway Taiwan, which includes an exclusive Amway-branded suite in the Paddock Club, a behind-the-scenes tour of the event, pit lane walks, photo opportunities and co-branded merchandise.
Post 2016, the Grand Prix Corporation plans to actively pursue the incentive market.
“We’ve been predominantly focused on the domestic corporate crowd and get 25,000-plus corporates that attend across the four days, which is huge,” said Misko. “But we’ve got to look at new markets and new ways of generating interest and getting more people to the event.
“Amway have indicated they want to use it as a case study within the global network of Amway and we will then rely on our partners and hopefully they will have the confidence to promote it to their networks,” he said.
