Shanghai extravaganza

Chlitina, the cosmetics division of Kelti International (China), has held its annual rewards and recognition programme in one of Shanghai's major hotels for the past four years. Previous events have also seen the company conduct a special Mediterranean cruise for 1,200 people, but this year Chlitina decided to revert to its previous ballroomstyle venue. However, their regular hotel was too small to handle the growing numbers of sales agents who attended the company's last annual gala event. With many more expected for the 2006 event, it chose one of the largest venues that Shanghai has to offer, the iconic Shanghai International Convention Centre, allowing it to conduct the event in the ballroom style it had enjoyed in the hotel. Event outsourcing While the event was previously handled inhouse, the company was overwhelmed by the growing management and coordination of the myriad arrangements for what was fast becoming Chlitina's biggest two-day event yet, with an expected 2,700 agents. The annual programme consisted of a conference, awards presentation and exhibition. Off-Site Connections China (OSCC) was enlisted to handle both the production and creative side. In doing so, OSCC had to significantly adjust their usual way of operating to meet Chlitina's requirements. Anna Patterson, director of events, says: "We normally undergo a reasonable rehearsal time for all events. But in this case, tight security related to the Shanghai Cooperation Organisation (SCO) conference meant we weren't allowed access to the venue. When we were, we had less rehearsal time and only16 hours to get everything set up. We spent six weeks in pre-production going through the details of everything from stage design concepts, blocking, segment changes, working with TV cameras and the logistics of bussing 2,700 people to and from lunch each day, through to safety concerns. "We met with the client three times per week, which gave them a lot of confidence and allowed them to learn what goes into an event such as this." Unique staging The staging comprised an enormous 20x80m set and lighting schema, utilising the most modern event-production technology. The purpose-built stage, changed in look and colour throughout each section of the event conference programme. OSCC had utilised a button logo, which moved along tracks and was lit with different colours, while separate lighting was designed to create a sense of depth. In recreating the sense of the arena-based event the parent company conducts in Taiwan, OSCC utilised two large screens at either side of the stage, filling the stage area. Fronting the audience were four roofmounted screens. An audio system designed for a large band provided the sound, filling out the visual presentation. Audience motivation Keeping an audience motivated while confined within the one place for two days is a challenge. Ably assisting in this was the MC, Ye Ting Fu, vice-president of the technology department. He primed the energy and the laughter during interspersed appearances by Chlitina senior management and Shanghai government personnel. Enthusiasm was turned up another notch for the second half of day one when Hong Kong TV talkshow host Yang Lan was introduced. She was followed by Taiwanese film star Chen Chong and mainland model Lu Yan, who both endorse the company's products. Joined by vice-general manager Huang Li Sui, the group gathered on-stage in a comfortable, lounge-style setting for a talkshowstyle health and beauty segment. Closing the day were brief appearances by senior management, including president Chen Wu Gang. Ye Ting Fu smoothly guided the awards event of the second day, a much-anticipated item on the schedule. Company culture and spirit hold high importance throughout the entire organisation. Within the company, agents are divided into divisions, each with its own flags, songs and war cries. The loyalty and passion displayed was heartfelt. "The emotion was very clear and filled the room," says Patterson. Chlitina showed its great appreciation, awarding numerous agent prizes while reserving for its top salesperson a choice of a new car or prize money of US$19,000; she decided on the cash.