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Client: The Lion Company.
Objective: Internal rebranding of Lion Nathan as Lion Co.  
Attendees: More than three hundred leaders of Lion Nathan and National Foods companies in Australia and New Zealand.  
Venues: Port Douglas Mirage and Flames Of The Forest Restaurant.

 

Background:
In June 2011,  Lion Nathan National Foods, an amalgamation of National Foods and Lion Nathan, formally adopted a new shared purpose and identity and rechristened itself simply  as Lion. This meant a change in the name of the parent company for many Australian and New Zealand brand leaders from Coon Cheese, Big M, Berri and Vitasoy to Tooheys, Hahn and Steinlager.

Lion’s Strategy and Insights Director Alicia Purtell and her team had selected the Port Douglas Mirage as an ideal location for the 2011 Lion Leader’s Conference which would introduce 350 executives across all Lion divisions to the corporate theme: “Acting in alignment helps us achieve together”.

Alicia, who had worked with Drum Beats before on several individual product  events, knew Drum Beats  could be relied  on to create a drumming opener for Day 2 of the event that would both support the corporate theme and leave this audience enthused, excited and receptive to the new branding.

Creative Development:
The communications objective of the day was to demonstrate to delegates that by acting in alignment under the united Lion banner, all the diverse Lion brands could achieve more, so Angela developed and produced a one-off musical programme of three “lessons” to prove to the 350 participants that this was indeed the case.

Lesson One  - After a short opening drumming session designed to break down inhibitions and raise the emotional temperature, Angela and the Rhythm Doctors (also known as drummers) got to work to prove that diversity could produce harmony. This was done by showing four different sections of the audience how to play four different rhythms simultaneously to unite into an impressivepiece of music.

Lesson Two  - Even the smallest division, the product and the people who produced it payed a vital part in the whole. Audience members were given a cheese wrapper and were asked to make music with it – no luck – but when a team of people crumpled their wrappers in time, and were supported by other instruments; they could and did make a positive contribution to the music.

 

    

Lesson Three - The climax! – the debut of the Lion Packaging Orchestra, as members of the different product groups played their packaging – there were beer cans and milk cartons used as clap sticks, ice cream cartons full of beer tops used as shakers and many other strange and wonderful sounds that all magically aligned into a stirring and harmonious Lion Symphony. An important outcome of this exercise worth mentioning was that it introduced everybody in the room to the full suite of products, including the New Zealand market brand leaders in a memorable way.

“Bearing in mind that it was an 8.30am start, people really loved it! It created a great sense of unity and energy to kick off the second day of our conference. We really appreciated how proactive Angela was in suggesting using our products as percussion instruments, which helped to connect our people to the activity” said Lion Co’s Alicia Purtell.  

Grand Finale
Drum Beats also contributed to ending this two day Lion event on a high note by staging their new Gaia Rhythm Show - world music spectacular as the after dinner entertainment at the conference Gala Dinner, hosted at the award winning Flames of the Forest rainforest venue just outside Port Douglas.  Drum Beats drummers and stilt walkers in rain forest costumes were on hand to meet and greet the guests as they arrived at the restaurant and ten solo performers provided the memorable after dinner entertainment, which included a Mongolian throat singer and fire dancing acrobats.

“The Gaia performance”, said Alicia “was spectacular, really interactive, fun and moving. Our thanks to Angela and her team for creating a program and performance unique to Lion and partnering with us in such a constructive way.”

 

         

 

  More Team Building Photos

  More Grand Finale Photos

 

What a day!

With shows commencing at 1pm in Sydney, Melbourne, Canberra, Adelaide, Perth & Brisbane the launch of Nutrimetics new incentive travel destination was a case of all hands on drums! (Nutrimetics is one of Australia and New Zealand’s leading skincare companies)

Following the countdown the drummers commenced & the African dancers burst onto the stage delighting the audiences with their energy & athleticism. As lunch concluded the interactive fun began, each participant had a drum or percussion instrument to play and the Nutrimetics Orchestras were born!

With the new incentive travel destination being South Africa, this was a great chance to bring out our ever popular African theme. Logistically the challenge was to coordinate the 21 musicians but as usual the guys were fantastic & drew a great response.

 

Check out the photos of the day

             

Adelaide    |    Sydney     |    Brisbane     |    Perth     |    Canberra     |    Melbourne

 

And here is what Nutrimetics had to say

"WOW what a successful event we had all thanks to the drum beats entertainment. All states came back with positive feed back on the entertainment and could not say 1 bad thing about any of the states.

I was in South Australia and they were fabulous!!! Jim was my contact and he was great, nothing was too hard for him. The level of professionalism and manner we were working with across Australia is something we here at Nutrimetics are looking for.

Angela, thank you for all your help coordinating the states. Your musicians were all easy going and ready to perform at the best of their ability with no complaints or drama. It's a relief to know that for the next events we do with drum beats we will be happy.

I look forward to meeting you both and also working with you and your team in the future."

Jenna Doumit - Meetings, Promotions & Events Coordinator

The brief was to provide high class yet earthy entertainment that would enhance the other world feel of the Crystal Rainforest.

The 860 guests had seen almost everything so from past experiences it was important that the entertainment be different, new and definitely of the highest quality.
New costumes were designed & new music was also written & composed especially for the event.

Images & video will be online shortly but in the meantime here is a quick peek backstage during preparations.