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Sarah Davenport with Peter Cullen (left) and Steve Wescott along with her grand prize |
UK. A Thomas Cook cabin crew member will have her mortgage paid for a year after the airline partnered with Alpha, Cecil Macdonald and Portfolio Partners for a major inflight sales incentive scheme.
Sarah Davenport won the £12,000 top prize in a programme organised by Alpha in conjunction with Portfolio Partners & Cecil Macdonald to motivate Thomas Cook crew to increase sales of Pringles, Stella Artois and Magners Irish Cider.
The prize was presented at an awards dinner in Manchester on 10 January by Peter Cullen, Commercial Director of Portfolio Partners and Steve Wescott, Managing Director of Cecil Macdonald. A further ten cabin crew from bases around the UK were also each presented with a runners-up prize of £100 in John Lewis vouchers.
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Thomas Cook winning crew members with guests from Alpha, Cecil MacDonald and Portfolio Partners |
The super incentive, which was exclusively designed for Thomas Cook and based on the success of the “˜Win a Mini’ incentive the previous year, ran for six months from May to October 2011. Cabin crew across all 11 UK bases were incentivised to compete for the big prize through driving sales of Pringles, Stella Artois and Magners Irish Cider. The best-selling crew member from each base attended the awards. Ali Watson, Cabin Services Director at Thomas Cook, selected the winner from a lottery-style draw on the night.
Peter Cullen said: “This type of super incentive has once again proven itself to be a successful motivator in driving sales and we were delighted to be able to support a prize of this value. It certainly helps keep our brands in the spotlight where the crew are concerned. The Alpha/Thomas Cook team really get behind it and the results speak for themselves.”
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(Left to right) Portfolio Partners’ Peter Cullen, Alpha’s Emily Taylor, winner Sarah Davenport, Alpha’s Chloe Lerner and Steve Wescott of Cecil Macdonald at the awards event in Manchester |
Chloe Lerner, Buying Manager at Alpha Inflight Retail said: “The super incentive mechanic has worked very well for Thomas Cook and it is a delight to work in close partnership with the team on initiatives which deliver great results for all concerned: the airline, the crew, the brands and the consumer. Portfolio Partners and Cecil Macdonald are hugely supportive and we look forward to working with them on future exciting incentive ideas.”
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Alpha’s Emily Taylor draws the finalises with Steve Wescott in attendance |
About Cecil Macdonald
Established in 1947, the Cecil Macdonald group of companies has over 60 years’ experience as a specialist distributor to the travel retail sector. The three parts of the business, Cecil Macdonald, Ambassadors Choice and Duty Free Warehouses, provide specialist services including sales, marketing and distribution across categories which include wine, spirits, beers, confectionery, fragrance, gifts and skincare. The brand portfolio includes Stella Artois, Magners, Tia Maria, Campari, Gucci, Dolce & Gabbana and Paco Rabanne, and route to market solutions for Coty, YSL, Mars, Nestlé and Cadburys.
About Portfolio Partners
For over ten years, Portfolio Partners has supplied major airline carriers throughout the UK, Europe, US and the Middle East with an extensive range of branded food products and meal packs. Specialising in the travel business, the company represents over 20 global brands including Pringles, Coca Cola, McVities, Kellogg’s, Walkers Shortbread, Bel Cheese, Jacobs, LWWF and Premier Foods.
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(L-r) Thomas Cook Cabin Services Director Ali Watson, Steve Wescott, Sarah Davenport and Peter Cullen |
