Page 18 - I&MI Media The Magazine 3/2012

18 The Magazine
SEP/OCT 2012
best for their distinguished guests,” says John Lee of Pacific World
China. “Lots of emphasis was placed on having the best quality and
most unique experience that the destination can offer. Every part of
the program – from stunning historical venues and engaging cultural
activities to gastronomical journeys and knowledge exchange sessions
with local counterparts – were specially and thoughtfully designed.”
For its team’s stellar work on the program, Pacific World China
won a Crystal Award for Most Effective Team Effort in Producing an
Incentive Program or Event from the Society of International Travel and
Exhibitions (SITE).
Relying on Relationships
Since the 1980s, Pacific World China has nurtured relationships with
local authorities in Beijing. Those ties allowed organizers to gain access
to the most unique, historic and stunning venues for BMW guests.
These venues were so significant that they were normally nearly
always off-limits to corporate events,” says Lee.
For instance, gala dinners and lunches, complete
with cultural performances, were held at the
Ancestral Temple of the Forbidden City, the Great
Hall of People and the Great Wall of China.
Getting Personal
Pacific World worked to make the BMW program
an effective experience for each individual in
attendance. For instance, rather than offering a
rigid program, guests were able to choose from
numerous options of high-quality activities, tours
and dining experiences. A special website was
set up to allow guests to specify their preferences
from the available options, even at the last minute.
We knew that every guest was unique, and so we
designed a program that didn’t just have a single-
track itinerary,” Lee explains.
Throughout the seven-day event, Pacific
World China worked to make sure each of the 350
guests was treated “as if he or she were the only
guest that mattered,” says Lee. For instance, at
the Imperial Gala Dinner in the Forbidden City, all
guests had to be served simultaneously, with no
waiting for other tables to be served. “We had to
find enough professional service staff for that one
gala dinner – an army of 400 to be exact,” notes
More than 60 professional tour guides were
also engaged for all the optional tours each day
during the program, and it was important to
maintain a consistent level of quality across all
tours and guides. To accomplish this, Pacific World
provided extensive training before the program
and provided each guide with information for every
tour they led, to make sure every guide accurately
related the same set of information.
The event also featured a number of what
Lee calls “personalized little touches” that made
guests feel like VIPs. “The welcome kit and gift pack were hand-picked
and artfully placed and presented in every single hotel room by both
Pacific World staff and BMW staff personally, not by the hotel,” he
says. The welcome kit included inexpensive but necessary items such
as sunblock, wet wipes and a travel adapter. For a day trip, Pacific
World prepared boxed meals customized to each guest’s dietary
Overcoming Challenges
Coordinating the logistics for a multi-track itinerary with numerous
options was a challenging operation. Lee says the program had more
than 20 off-site restaurants, three important government venues, over
types of performances and 10 scenic sites to visit. And organizers
continued from cover
BMW Goes To China
continued on page 20