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Vodafone Legends
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Award Dinner delivers branding and blast at the opulent Venetian Casino and Resort Hotel, Macau |
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Background/Objectives
Awards nights can be overly long, making them overly
dull. How do you keep an audience visiting on an incentive
tour to Hong Kong entertained, so their management can
convey a brand message? That was the question faced
by DMC – THE Destination Management Company. The
solution was to integrate the “wow” factor
from unique entertainment to help manipulate the message.
Working with British-based corporate travel specialists
Red e2 Limited, the Hong Kong-based DMC coordinated
an awards event for group of incentive winners from
Vodafone’s British organisation. Set in ballroom
at The Venetian Macau, the banquet-style dinner had
some exclusive touches added to it that kept the 190-strong
group entertained and attentive. The
group was taken from Hong Kong by a private charter
ferry to Macau, where they checked in at The Venetian.
The group had free time before the dinner to prepare
for the gala.
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The huge
space was divided into four sections. The bulk of the space
was made over with a Buddha Bar theme – lush nightclub
fittings, with swathes of red velvet. A reception area was reserved
for cocktails. The seated area was located in front of a stage
and dance floor. |
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Challenges
The Venetian ballroom is one of the biggest in the region
with more than 6,500 sqm and a maximum capacity of more than
7,000 people. Using and filling the space effectively itself
creates headaches, especially with a relatively small group
of 190 people. Using the idea of a “progressive”
event, one that moves from one section to the next, effectively
creates entertainment zones. The use of curtaining and partitions
also helps reduce the space.
Execution
A big, theatrical space calls for a big theatrical production.
Moving from the opening 30-minute-long cocktail mixer, a curtain
was drawn to reveal a children’s choir on the stage.
After a 10 minute performance, the choir left roses on each
table as they passed out of the venue. |
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After the
main course violinist star Malaysian Joanne Yeoh performed for 20
minutes, moving through the crowd. After dessert, a second performance,
this time by opera singer and one of the Phantoms of the Opera from
the London production, Tom Griffiths. A duet between the two performers
finished the evening’s formal entertainment |
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Benefits
The evening was a balance of entertainment and education,
a difficult blend to do well but an excellent environment
to get people thinking about and interacting with the brand.
Execution
The February event was one of the first held at the Venetian
Ballroom, which opened just a few months before. Still, challenges
pop up on the night and The DMC’s Adrianne Lynch said
the property’s staff handled all requests with aplomb.
For the event planners it was a lesson in creating a comfortable
space.
Download Vodafone Legends PDF |
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