CHALLENGE
The Amway Korea PF23 Diamond Invitational aimed to create an unforgettable experience for its highest-performing sales representatives, celebrating their achievements while showcasing Sydney’s beauty over a month of events.

INSIGHT
Understanding the need for a premium experience for first-time visitors, the initiative focused on combining luxurious dining with the picturesque landscape, providing immersive experiences that highlighted both the local culture and natural charm.

IDEA
The series included eight curated welcome cruises, dinners at the Sofitel Darling Harbour, and gala events at the Museum of Contemporary Art, featuring light art sculptures and themes inspired by Australia’s opals and Indigenous culture. The month-long celebration engaged 619 participants in a memorable journey across water and land.