Chinese sales representatives from drugs firm Pfizer were rewarded with a unique sailing experience in Sydney Harbour and a taste of Australian excitement. Miles Clarke reports
The 810 representatives of pharmaceutical giant Pfizer China weren't going to let the biggest downpour in Sydney in several years get in the way of their fun.
The youthful group - most of whom were either on their first trip abroad and/or their first time to a Western-style country - spent five days in Sydney, attending a company conference and getting a flavour of Australian life. They also provided part of their own entertainment and spreading the message of values of their company.
This was no shuttle through the tourist sites and then into the shopping malls - this was about getting onto Sydney Harbour and competing in a 16-yacht regatta with East Sail.
It was a big week for Chris Zhang, managing director of PTC Express Travel in Sydney, who ran the ground operations for this 800-plus group and a further 390 from Pfizer Taiwan in town at the same time.
"With a lead time of just eight weeks, we managed to get this group in between the finish of the Rugby World Cup and the start of the Jehovah's Witness Convention (60,000 delegates). It was difficult in that the Sydney hotels were really busy with regular tourists and the corporate sector at this time."
The China group came from 52 cities and towns across the country and included some 50 doctors who participated in the educational component of the visit.
Hotel class
With an "above average" budget, the group was spread through six of Sydney's top hotels - Westin, Sheraton, InterContinental, Four Seasons, Shangri-La and Radisson Plaza.
The right to host the event was won in part by the Sydney Convention & Visitors Bureau, one of a number of incentive wins from Asia in recent times. This group arrived just days after KIA Korea ran a 400-strong, big-budget incentive to Sydney.
Airlines participating in the lift out of China included Qantas, Cathay Pacific, China Southern, China East and Air China, with all guests arriving within a seven-hour time slot.
"The weather was perfect when our clients did the site inspections, but we've worked around the difficulties and everyone seems to have had a great time," said Zhang.
The welcome dinner was staged at the Australian Jockey Club, Randwick, where the betting pavilion was utilised and a magic act provided the entertainment.
The delegates were happy to have Western cuisine at least once a day, usually at lunch time, and then have an Asian style dinner in the evening.
Said Zhang: "We always provide some Asian options, but people are happy to try the less familiar Australian fare. The Australian seafood was in high demand.
The business end of the event happened at visitors Sydney Olympic Park where the SuperDome was utilised for two days of meetings. Technical production was by Offsite Connections and the main feature of the Opening Ceremony was a traditional Aboriginal welcome by the dance group Yidaki Didg.
The conference utilised all the breakout rooms of the SuperDome with one of the highlights being a "product night".
Justin Cowell of Offsite Connections: "This proved to be one of our bigger challenges as we had 18 back-to-back presentations by groups of delegates who had put together their own theatrical acts to progress the Pfizer message.
"These involved music, song, cabaret, dance, elaborate costumes and much technical assistance from video, DVD, lights, live microphones etc. It went really well, thanks mainly to Chris Zhang providing the interpreting which was required for every action on our part."
Themed events
Zhang said Offsite Connections was selected from past experience with Peter Kinnane, the company's chief executive: "Peter has a good understanding of Asian culture and this makes a difference when developing the entertainment and themed events."
With such a large group, excursions were broken up with coaches heading off to a number of Australian wildlife parks in Western Sydney, the Central Coast and Port Stephens, where a trip to view the dolphin pod proved a great hit with the visitors.
For delegate Liu Haitoa from Beijing, the Sydney trip was his first venture out of Asia and one he plans to repeat as soon as funds are available. Speaking at the Cruising Yacht Club as the fleet of racing yachts returned their excited crews back to dry land, he said the trip was a dream come true.
"Most of us have never experienced anything like this," he noted, gesturing around the Cruising Yacht Club at Sydney's salubrious suburb of Point Piper. "I was so pleased to see the Sydney Opera House and I also thought the traffic in Sydney was so much better than Beijing at this time."
The crews on the first three boats to cross the finish line on Sydney Harbour were presented with a gilt cup trophy, prompting a celebration to rival the winners of the America's Cup. On hand to congratulate the East Sail regatta winners was Kelvin Lam, marketing director for Pfizer China.
Busy schedules
The visitors had only half a day free for shopping ahead of their departure home, but their touring and business sessions kept them busy enough not to heed the pull of retail therapy.
Added Lam: "Our people have enjoyed Sydney very much and the organisation of this event has been such that the bad weather was not a major distraction."
In a year when the Sydney Convention and Visitors Bureau has taken some flak from members, Zhang had nothing by the highest praise for the organisation.
"The ground support from the SCVB has been tremendous. They serve their members well in helping secure the business and assisting them when selecting products when an itinerary is being developed. I've worked with many bureaus over the years and have found the best service always comes from Sydney and Melbourne."
Exclusive: Marketing agency R K Swamy's chairman and MD Srinivasan Swamy delves into the details of the company's pioneering IPO listing in India, and why he's focused on where to invest next in tech.
Campaign Asia-Pacific presents its 21st annual evaluation of APAC agency networks based on their 2023 business performance, innovation, creative output, awards, action on DEI and sustainability, and leadership.