As the clock struck midnight on December 31, 1999, Sydney, Australia, was the focus of the world with a vibrant fireworks display heralding the year 2000. “Sydney seemed to shine like no other city had before. That display was hard to follow,” says Robyn Hulsey, administrator, National Western Life Insurance. “In designing a National Western Life Australia 2001 kickoff brochure that would continue the excitement for agents, we felt it necessary to show the splendor of Australia through rich, enticing photographs that would draw the agents into ‘A World Down Under.’”

Meanwhile, she explains, “near the end of the qualifying period for our 2000 Hawaiian Sales Conference, we were faced with the challenge of promoting a ‘Two-for-One’ contest for Hawaii and Australia, our 2001 destination.” The follow-up reminder postcards accomplished several things. “First, we wanted to give the agents a glimpse of these exciting destinations, with breathtaking views of Ayers Rock, the Great Barrier Reef, the Sydney Opera House, and beautiful scenes from Hawaii,” Hulsey says. “Another goal was to create interesting, memorable postcards. We achieved this with road signs, which personalized the photos and added an attention-getting element to the design.” The weekly countdown, she adds, gave the agents a sense of urgency to submit their production. The results? “A huge success.”

For on-site pieces, NWL played off the art of Australia's Aboriginal culture. “We used this as inspiration — vibrant colors, mesmerizing designs, and a captivating simplicity.”

The Program

Company: National Western Life Insurance Company

Event: 2001 Sales Conference; International President's Council/Domestic Advisory Board

Site: The Regent Sydney (Sales Conference)/Sheraton Mirage Port Douglas (International President's Council and Domestic Advisory Board)

Dates: June 12 to 21, 2001

Qualification Period: January 1 to December 31, 2000

Qualifiers: 200

Total Attendees: 435

The Creative Team: Alex Garcia & Daniel Russell, Graphic Designers; Jean Warneke, Conference Coordinator; and Robin Hulsey, Administrator