Metcash ice-flight reward

Australia's Metcash Trading, a supplier to more than 1,000 independent grocers in Australia, took 160 of its allied suppliers and key clients into the skies above Antarctica. It was the first corporate charter of an entire Boeing 747 to the planet's last great wilderness. The flight reward was part of a major promotional programme between Metcash and its suppliers to the 1,000-plus stores of the Independent Grocers of Australia (IGA). Instead of the standard corporate hospitality reward, this was the chance to experience the magnificence of Antarctica from the comfort of a Qantas jet for a few hours. And comfort it was. With less than half the seats occupied on the flight, there was plenty of space to stretch out on the four-hour flight south out of Sydney Corporate branding All the seats' headrest covers carried the Metcash Trading Australia logo and posters were also hung around the cabins. Apart from a flight during the Sydney Olympics for a US television network, this was the first time Qantas had provided business-class food and service throughout the entire aircraft. It was a leisurely affair, with breakfast served soon after the 8am departure. Phil Asker of Croydon Travel in Melbourne who pioneered the Antarctic service - some eight-12 flights are operated each southern summer - introduced three Antarctic scientists who provided commentary during the over-the-ice, low-altitude period of the flight and who also strolled around the aircraft, explaining the features unfolding out of the window. National promotion manager for Metcash Australia, Peter Tatlow, also had an opportunity to welcome the company's guests. For Shane Mellow, business manager for the Wrigley Company, the Antarctic adventure was as much about doing business as it was about getting a taste of a continent he had never even thought of visiting. Metcash is a major client for Wrigley, best known for its chewing-gum lines. When combined with Metcash's Cash & Carry operations, the Metcash business comprises 20 per cent of Wrigley's sales. "This was an 'Over & Above' business promotion, which had us involved in a range of additional marketing activity, such as guaranteed display space, catalogue support, with this trip the capping off of the promotion. "It's been wonderful to see the Antarctic, but it's also been a really useful day in that we get to spend a good few hours chatting with the Metcash people and others in the food supply industry. There's every good chance that I could make a contact here that could lead to hundreds of thousands of dollars of incremental business. If not, there's plenty of business relationship to develop." First, Business and Economy were dubbed Diamond, Crystal and Ice for the flight and there was much interaction between the various sections of the aircraft. The day was paced in such a way that there was never the feeling the guests were on a long-haul flight, even though the time in the air was over 13 hours, 45 minutes longer than scheduled as Captain Dennis had to fly further south to find his break in the cloud mass. Seat switch On departure from Sydney, the participants received two boarding passes - Sydney to Antarctica and Antarctica to Sydney. When half the flying time over Antarctica was reached, an announcement was made requesting people with window seats to swap with those seated next to them. The excitement generated by the day, evident as much in the faces of the Qantas crew as with the guests, clearly showed the immense value generated by special events - experiences imprinting positive memories long beyond the immediate business gain. The major commitment by Metcash into its relationships with its suppliers and key clients made the corporate trip to Antarctica well worth while, said national promotions manager, Peter Tatlow. "It was good for our Metcash people to get among the suppliers and as a reward for their efforts.It's something one can do just once, but it was very different to taking people away anywhere else on earth and for that reason alone it was well worth it."