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Case Study Case Study – Mary Kay Cosmetics Asia Pacifi c Annual Top Achievers and Media Cruise Programme Highlights Pre-event: Mary Kay conducted an Incentive Trip from 29 April to 5 May 2010 on Silversea's Silver Cloud. The total group size was 150 persons. The Event by Mary Kay seeks to provide a luxury European cruise experience for two concurrent events: - One-week long incentive trip for 65 Asia Pacifi c national sales directors and their spouses - A three-day event for media A meeting was arranged with client to discuss, fi nalise and resolve all concerns. Event: A part from serving Silversea's signature European cuisine, several dishes from the region (APAC) were added to the menu as per requested to meet all guests' likings. - A customized yoga class was carefully designed and conducted for all levels in conjunction of a new product line that was introduced to the media during the private yoga class. - Due to F1 week in Monaco, docking restrictions meant most liners were required to remain off the Monte Carlo main port. Silvesea crew made special arrangements to dock on the quay, which allowed the women dressed in ballgowns, jewellery and high heels to disembark with ease for the gala dinner. - An organised tour was catered for the group to go through the city's highlights and followed by dinner and entertainment onboard the liner each evening. - For press who joined the cruise in Nice for 'Voyage of Discovery with Mary Kay', the voyage began with a breakfast presentation, tour of Monaco and the evening's gala event. In addition to special docking privileges, Silversea crew also organised land transfers and on the group's return, welcome- back fanfare complete with Mary Kay signs. Client's Feedback Mary Kay chose Silversea Cruises for its luxury and its brand values of personalisation and providing the human touch, which refl ected Mary Kay's own. Silver Cloud was large enough to accommodate the group, but cosy enough for the guests to bond and organise events without getting lost. Among various cruise brands, Silversea stands out with the wonderful service provided by the crew to ensure the group enjoyed a luxurious travel experience and helped create a memorable event for the group. An example was the welcome back signs and fanfare after the gala dinner also really went the extra mile and touched all of the guest hearts." Events 11 July 2011