By working hand in hand with both the client and local suppliers, MCB creates a flawless and memorable incentive trip for the 3,200-strong group.
Event brief
Perfect China, a global leader in direct selling with 33 branches and more than 7,000 outlets in China, wanted to reward its top performers with a customised programme.
Melbourne Convention Bureau (MCB) won the bid for Melbourne due to the state’s ability to host the 3,200-strong incentive group in both the city and regional areas. This bid was also supported by the state and local government.
The collaborative approach of the industry and the strength of the bureau’s relationship with key partners were required to deliver a programme that met the cultural needs of the Chinese delegation.
Challenges
A spokesperson said MCB had to work closely with Perfect China to understand their requirements, and support the group with unique activity ideas.
Arrivals of the mega incentive group had to be staggered over three days with 90 flights in total from China. A five-day bespoke itinerary that allowed winners to immerse themselves in diverse and exceptional experiences around Melbourne and regional Victoria had to be delivered.
MCB also supported inbound tour operator PTC Express Travel in creating a programme which involved numerous suppliers, ranging from well-known restaurants to regional attractions. They included Sovereign Hill, Puffing Billy Steam Railway, Ballarat Wildlife Park, Cuckoo Restaurant, Cafe Notturno, Phillip Island Nature Park, Direct Factory Outlets, Chadstone Shopping Centre, and La Porchetta.
The first day of the programme gave the group the chance to walk through Melbourne CBD before heading to the Fitzroy gardens to enjoy some fresh air, before visiting Flinders Street Station, an iconic train station.
To take Perfect China’s delegates back in time, they had to be transported and travel for more than an hour to the Sovereign Hill museum (which depicts the first decade after gold was discovered in Ballarat in 1851). The group then ventured underground on a fully guided gold mine tour and shopping 1850s style.
The delegates were also transported to Phillip Island to come face-to-face with Australian Fairy Penguins. For those that wanted a faster-paced experience, they were given the option of taking part in a Go Kart race on Phillip Island with the ocean as the backdrop.
Tour options were also created to give participants the choice of their own adventure at Mornington Peninsula. Time to shop for gifts and souvenirs had to be incorporated into the programme as well, where participants were taken to Chadstone Shopping Centre, the largest shopping centre in the Southern Hemisphere.
Solution
Thanks to the collaborative approach that MCB applied, the implementation of Perfect China’s agenda was successful in every aspect and the programme ran smoothly.
“The Chinese group had memorable experiences thanks to the tailored programme (which ensured that) all requirements were met,” the spokesperson added.
Key takeaways
MCB needs to continue to work closely with the client to ensure their objectives were met. The bureau also had to be flexible and support suppliers and industry partners, to ensure that any adjustments to arrangements and activities on the ground could be made easily.
“Clients will have last-minute changes and having that close relationship with them and the handling agents will help us meet adhere to their requests and rectify situations to ensure delegates are satisfied,” the spokesperson noted.
Event: Perfect China’s incentive programme in Melbourne and regional Victoria
Organiser: Melbourne Convention Bureau, Perfect China
Venue: Melbourne and regional Victoria
Date: June 19-24, 2017
Number of participants: 3,200
