Case Study: ID Events

DMC Benefits From Outsourcing For Adobe US Trip Down Under



ID Events Australia is a creative production and incentive destination management company offering total conferencing and events services.


ID Events Australia attracts the lion’s share of US and European inbound events in Australia, with a reputation for excellence in high-end destination incentive management.

They are known for creating programs that achieve exceptional results for their international clients. When software giant Adobe US chose Australia as the 2017 incentive destination for its top sales people they called on the expertise of ID Events, leaving nothing to chance in their quest to inspire the high-earning, well-travelled calibre of potential winners. In turn, ID Events relied on its strategic partnership with Enhance Entertainment to provide a pitch-perfect talent program for the experience.



Supporting Adobe US in 2017 was repeat business for ID Events, having managed the software giant’s 2011 Australian incentive trip. Lisa Painter, Senior Event Manager at ID, says the stakes were higher this time with Adobe having grown significantly in size and profile. She says, “the ID team set out to impress with four nights of brilliant back-to-back events, a chock-a-block program.”

The ID team set out to impress with four nights of brilliant back-to-back events.Lisa Painter, Senior Event Manager

Trusted Partnership

Outsourcing in the events industry makes sense – the events company focuses on core activity and outsources specialised niche services to trusted partners. Talent management, especially for high-end incentives, is one such service. Event hosts and entertainers can make or break a production, and developing the skill and knowledge to align the talent to each client requires dedicated industry expertise. Trust is the key to successful outsourcing, and it is evident in ID Events’ partnership with Enhance Entertainment.

High Incentive

ID’s first step was planning a package of inspired Australian experiences with which Adobe could inspire their higher performing sales staff to meet stretch targets. The mere idea of the trip needed to make sales people hungry enough to sell more and win the experience of a lifetime. Enhance contributed talent concepts for ID’s proposal to whet the competitive sales appetites. Lisa explains: “Enhance always comes back with 3-4 talent options per event, never just one. We don’t have to ask, as they know it is what our client wants to see.”

High Expectation

Participants’ actual reward experience needs to be as good as – if not better – than the anticipation. Anything less fails to achieve the motivational effects such programs are designed to bring about. The experience needs to prompt people to rave about it afterwards to colleagues, perpetuating the hunger to achieve in future sales cycles.

Meeting the Brief

Event managers frequently have to work from client briefs with minimal detail; on the other hand, meeting specific – and insistent – client requests can be equally tricky. In this case, Adobe was keen to use the Opera House again following the very favourable experience that ID Events had produced for them in 2011. Unfortunately, the company had grown and the specific room was not large enough to accommodate the group of 370, so ID booked a comparable alternative at The Sydney Town Hall.

Lisa explains that finding the right performers to fit the revised, larger venue was essential. With Enhance working behind the scenes, however, it turned out to be an easy process:

“Enhance Entertainment came back straight away with suggestions. It was great to have 100% trustworthy advice on what would work.”

It was great to have 100% trustworthy advice on what would work.Lisa Painter, Senior Event Manager

Refining the Detail

The venue at Town Hall was large – and suitably grand – for Adobe’s gala dinner. Enhance came up with the idea of upgrading the live band’s stage presence from five pieces to nine pieces. Lisa says this advice was spot on, and it worked beautifully on the night to fill the space with incredible sound. Adobe was thrilled. For ID, knowing that Enhance take care of the finer details and had an equally vested interest in great excellent results brought complete confidence and trust.

For ID, knowing that Enhance take care of the finer details and had an equally vested interest in great excellent results brought complete confidence and trust.

Talent Fit: Not to be Underestimated

Lisa appreciates the experience and judgement Enhance invests in matching talent to audience. This is especially challenging for inbound incentive trips where the demographic is mixed age and nationalities, making it difficult to pin down precise tastes. “It’s peace of mind knowing the person you’re working with can interpret everything correctly,” she says. “With Enhance, all the little finer details come together effortlessly.”

With Enhance, all the little finer details come together effortlessly.Lisa Painter, Senior Event Manager

Service Excellence

Enhance is always fast to respond and consultants work visibly hard to meet ID’s deadlines, which is important in such a fast-paced industry.

“Between us, our client and Enhance there is always back-and-forth communication before bookings are made,” says Lisa. “Last minute changes are dealt with easily and quickly. Nothing is ever a problem.”

Talent to Thrill

Adobe was absolutely thrilled with the entertainment throughout their stay. These included the Australian Girls’ Choir, Groove Academy, Atomic and Velvet Lounge. A multi-talented guitarist so delighted Adobe on the first day that he was booked again throughout the week at three further events, performing music, event hosting and DJing.

“He said all the right things, played the right music. Everything was just the right tone,” says Lisa.

Trust = Confidence

Lisa sums up the successful partnership ID enjoys with Enhance Entertainment:

“It’s a massive benefit to us that we can trust Enhance to give recommendations that we feel confident sharing with our client.”

She adds, “They’re with us at every step. Even on the night, working hard and managing the talent so my busy team can focus on other things.”

There is very little room for error in high-end incentives, and inbound international clients like Adobe have high expectations to see the very best of the destination. As a DMC, ID Events is known for brilliant concepts and flawless execution, and relies on external suppliers to deliver the same. They trusted Enhance Entertainment to provide a pitch-perfect talent program and it clearly paid off, with outstanding results for their client and the day-to-day efficiencies that support a harmonious working relationship.

It’s a massive benefit to us that we can trust Enhance.Lisa Painter, Senior Event Manager


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