Case Studies : Always Coca-Cola, Always Travelling - Japan 2004

Event Brief

Our client was looking for a company that could initiate and manage all logistical components of taking 200 people overseas and produce an unforgettable travel experience for their Independent Supermarket Retailers

The Thinking

In it’s 11th year, the Always Travelling Programme strives to experience destinations that wouldn’t normally be on people’s travel list. Having been to many destinations such as South Africa, Egypt and a number of South East Asian countries, it was decided that a rich cultural and historical experience lends itself for a more rewarding experience for the traveler. Japan offers all this and much more. Kyoto, the cultural hub of the nation, was selected as our base.

The Event

This seven day international trip was a reward for Independent Supermarket retailers who joined Coca-Cola Amatil’s ‘Always Travelling’ Programme and reached required targets over a given period of time. Two tickets were given to each store that achieved their incentive target.

The Execution

The on ground crew worked tirelessly to ensure that every aspect was re-confirmed and on time. Our base, Kyoto, provided an excellent backdrop of the old existing seamlessly with the new as many ancient customs and traditions are upheld and respected in this area of the country. Indeed the group experienced a unique private performance by four Geishas from one of the finest Geisha houses in Gion. Customers also traveled by bullet train to Hiroshima and Miyijima Island where many saw and heard the other side of the story on the Hiroshima Atomic Bomb and it’s effects on this city and the country as a whole. They also traveled to Nara, another ancient capital of Japan. They were given an equilibrium of free time, included activities and optional tours to ensure they experienced the most out of their Japan 2004 tour.

The Outcome

Both our client and their clients were surprisingly overwhelmed by the experience they had in Japan. Many customers said they would never have gone to Japan if it wasn’t for the Always Travelling Programme and would recommend it without hesitation to their friends. With a rating scorecard of 1 – 6 with 5 meaning ‘excellent’ and 6 meaning ‘exceeded expectations’, 95% of the attendees rated the overall Programme, experience and management of the trip 5 and 6 out of 6. The Coca-Cola team were delighted with Programme and both them and The Forum Group are already deep in preparations for the 2005 trip to Canada!

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