Event Mary Kay Cosmetics Asia Pacific Annual Top Achievers and Media Cruise
Organiser Silversea Cruises
Destination Various European ports aboard Silver Cloud
Group size 150
Date April 29 - May 5 



The brief
Mary Kay Cosmetics wanted to organise a luxury European cruise experience for two concurrent events. One was a week-long incentive trip for 65 Asia Pacific national sales directors and their spouses; the other was a three-day event for media, who joined the cruise part-way through.
 
Challenges
Silversea Cruises prides itself on serving gourmet European cuisine onboard its liners, but as the group was from Asia, the organising committee requested several dishes from the region be added to the menu. This was accommodated after a meeting with the ship’s management.

The ship’s yoga instructor also provided tailored service. A new product line was to be introduced to the media during a private yoga class, but organisers were unsure what level of experience attendees had. The instructor then designed a class that was suitable for all levels.

Lastly, the Mary Kay gala night in Monaco was to be a highlight of the trip for both groups, but as it was Formula 1 week, docking restrictions meant most liners were required to remain off the Monte Carlo main port. The crew made special arrangements to dock on the quay, which allowed the women dressed in ballgowns, jewellery and high heels to disembark with ease.

Execution
For the national sales directors and their spouses, the seven-day trip took in Barcelona, Mallorca, Nice, Monaco, Livorno and Rome – a new city every day. An organised tour would take the group through the city’s highlights and was followed by dinner and entertainment onboard the liner each evening.

The press joined the cruise in Nice for their ‘Voyage of Discovery with Mary Kay’, which began with a breakfast presentation, tour of Monaco and the evening’s gala event. In addition to special docking privileges, the crew also organised land transfers and on the group’s return, welcome-back fanfare complete with Mary Kay signs.
 
Media attendees awoke the next day for a tour of Italy’s Chianti region, followed by a product workshop. On the final day, Mary Kay executives were made available for interviews.

Comment
Mimi Gumelaty, Mary Kay’s regional vice-president, Asia Pacific Marketing, says the company chose Silversea Cruises for its luxury and its brand values of personalisation and providing the human touch, which reflected Mary Kay’s own.
 
“Silver Cloud was large enough to accommodate our group, but cosy enough for us to bond and organise events without getting lost,” she says. “What separated Silversea Cruises from the other cruises we have been on was the wonderful service provided by the crew.
 
“They ensured our group enjoyed a luxurious travel experience and helped create a memorable event for us. The welcome back signs and fanfare after our gala dinner also really went the extra mile and touched all of our hearts.”