CASE STUDY
Global Gathering goes to Lisbon
In 2024, Global Gathering, an incentive and conferencing opportunity unique to FCTG went to Lisbon, taking 2,300 of its hard-working team along for the festa. From sightseeing and exploring Portuguese culture, to updates and connecting with international colleagues, the event was a huge success.
Highlights:
- Epic sponsor activations.
- Dedicated access to historical venues.
- A splash of local culture and entertainment.
- Exclusive live performances from Rita Ora and Jax Jones.
- Global teams connecting face-to-face, some for the first time.
- Custom keepsakes for attendees to remember GG24.
The client
Flight Centre Travel Group (FCTG) is one of the largest global travel groups. The company owns multiple leisure and corporate brands across 24 countries and employs over 15,000 people worldwide. The Australian-born company’s purpose is ‘to open up the world for those who want to see’.
The event
Global Gathering (GG) is FCTG's much-anticipated event of the year and has been embedded in the company's DNA since its humble beginnings over 40 years ago. Known as GG within the office hallways, this annual celebration is the heart of FCTG’s incentive programme. The event recognises outstanding employees and teams from every department for their contributions throughout the financial year. It's a true reflection of the company's core values.
For 2024, Lisbon, Portugal was the city of choice. Chosen for its colourful energy, rich history, accessibility, size, popularity, and being a GG first-time location.
The theme for GG2024 was Brave, focusing on looking ahead with courage and adopting resilience, while honouring the past, toasting to the present, and daring to dream big for the next decade of FCTG.
Goals & Objectives
With an event of this scale, a globally dispersed workforce, and an international spot chosen, the FCM Meetings & Events team started planning 18 months in advance, scouting suppliers and venues to ensure every detail was spot on. The brief from FCTG focused on the need to:
- Create a unique and memorable event that incentivises employees and motivates others to qualify in the future.
- Facilitate moments that allow attendees to connect with their colleagues from around the globe and strengthen culture.
- Incorporate sustainability and social responsibility activities, to align with FCTG's GG goal "to leave Lisbon even better than when we arrived."
- Develop an event identity that brings Brave to life and perfectly reflects Lisbon's heart and soul.
- Raise the bar and make it an event that sets new standards for all future GG events.
- Showcase the brand’s goals and direction across an engaging yet informative conference.
Our approach
Welcome & Flight Fest
To kick things off, attendees donned their custom GG Lisbon scarves and were encouraged to "Get Lost in Lisbon," exploring the city’s sights with colleagues before gathering for the official Festa Branca (white party) welcome at the Pátio da Gale.
What a welcome it was. The iconic venue was completely decked out with GG’s 2024 event identity, and guests were met with local music and entertainment, as well as sponsor activations like photo booths, glam stations, vending machines, cash grabs, Portuguese food and drink stations, and so much more.
We were so excited to have access to Pátio da Gale. It is an iconic venue that has a long history in Portugal. Everyone’s jaws dropped when they entered the building on Friday. It stole the show. The hallways were filled with sponsor activations, including spin and wins, sangria stations, gelato, magazine photobooths, Pastel de Nata, 360 photobooths, and more.
– Dee Kelly, Senior Project Director.
Conference
Day two saw GG24 take over the historic Campo Pequeno. Flags from around the world flew high, and everyone turned out in their “BRAVE” tees. The FCTG leadership team kept things inspiring, followed by reality TV-inspired sponsor presentations, “I’m a Sponsor, Get Me Out of Here!”. Portuguese big-wave surfer Maya Gabeira took the stage to deliver a refreshing keynote, touching on what it takes to embrace bravery and how these moments in life can define a person, leaving them with a sense of pride, confidence, and empowerment.
Tech played a massive part in the event and the conference. We always look to create state-of-the-art technical experiences, and this year's gathering was no exception. Portrait screens, dynamic lighting, chaser LED, side screens with a stage set to enhance brand recognition, storytelling in an intimate and historic environment.
– Julie Pilcher, Events Leader.
Gala Awards Dinner & After Party
The evening at Feira Internacional de Lisboa embraced Portugal's famous azulejo tiles, weaving its patterns into the event's decor, tablecloths, menus, and digital displays. Hosted by TV personality Gemma Collins, the atmosphere was buzzing with traditional Portuguese entertainment and aerial acrobats. When the formalities concluded, the after-party took off, featuring sets by Rita Ora and DJ Jax Jones, where FCTG crew from all over danced the night away.
Challenges
Planning and executing such a large event in a foreign country comes with its quirks and challenges. This isn’t our teams first rodeo, and these experts smoothly overcame:
- Sourcing and managing international vendors.
- Managing the logistics and complexities of historical venues.
- Working across different time zones, varying levels of service, and language barriers.
- Helped attendees from multiple different countries work through visa applications and entry requirements.
- Prioritising safety with FCM M&E custodian's teams on-site at all times.
- Coordinating detailed accommodation lists and international itineraries to get attendees to the event comfortably and quickly.
This is our bread and butter. Navigating the complexities that come with sending such a large group of people to the other side of the world is where our team thrives. Creating and executing a breathtaking, memorable event with countless moving parts is a team effort, and our people are true professionals when it comes to working through challenges together.
– Livia Carrier, Head of Events
Outcomes
The event was a monumental success, with FCTG employees and attendees praising every element of the experience. Lisbon stole everyone’s hearts, the Brave theme was fully embraced, and attendees walked away with memories, new connections, bragging rights, and a few keepsakes to carry into next year.
- 94% said the event experience and delivery was very good or above.
- 91% believe Global Gathering is a key motivator to perform in their role.
- 95% rated the FCM M&E team service as very good or excellent.
- Common feedback included “amazing, outstanding, above and beyond, magical, fantastic, in awe, fun, grateful, and the best experience of my life.”
As part of FCTG’s mission to leave the destination better than they found it, GG24 partnered with Lisbon’s SOS Children’s Villages Portugal, contributing to their work with children and families. The onsite event team also donated unused stationery and technology to Cerci Lisboa, a local disability services and support organisation, and collected funds to purchase supplies and equipment for SFA Cascais, a local no-kill animal shelter.
With the success of GG24, FCM Meetings & Events is already looking forward to helping FCTG deliver Global Gathering in 2025; see you soon, Los Angeles!
I had the most memorable time and loved every moment. It was so well organised, and I felt looked after, safe, and included. From start to finish, it was easy and straightforward. The conference and gala were next level amazing and just huge. Being my first GG, I did not realise the enormous scale of the event without experiencing it, truly appreciated and to have the opportunity to see another city like Lisbon was really unforgettable. Thank you!
– Global Gathering 2024 attendee.