iSPY Post Event by saydesign

Post Event ISPY2015

ISPY2015

CONTENTS The week that was ISPY2015............. 5

Hall of fame team photo’s .................. 6 The ISPY2015 working week!........... 12 A night of fun and relaxation............ 16 Sunday cocktail party.........................20 Training ‘A recipe for success’..........24 Crew engagement..............................29

Are your crew Fit4Flight?...................33 Coty at ISPY2015................................34 ISPY in the Dragons’ Den..................39 Britvic at ISPY2015.............................. 41 Cathay Pacific case study..................42 ISPY2015 award winners...................46 easyJet case study..............................52

Air Canada advocate case study......59 Mars at ISPY2015................................. 61 Gate Retail Onboard...........................63 Aer Lingus ‘Airline of the year’..........64

CONTRIBUTORS: Christine Martin, Managing Director Frankie Gair, Training & Assessments

www.ispy-international.com

ISPY

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Disclaimer: All materials are strictly copyright. All rights reserved. Production in whole or in part without the permission of ISPY Airways is prohibited. Every care is taken in compiling the contents of this magazine, but we assume no responsibility for the effects arising therefrom. The views expressed are not necessarily those of ISPY Airways.

The Tradeshow....................................70 The Tradeshow drinks reception..... 72 Chill and Thrill......................................74 Champagne drinks reception.......... 80 The Oscar Awards ceremony...........82 The after awards party.......................84 ISPY2016...............................................87

Post Event Supplement ISPY2015

S A W T A H T K E E THE W

ISPY2015

As I sit at my laptop about to start writing this article I find myself thinking where do I start? So much to tell and it just doesn’t start on the day the World’s Greatest Selling Cabin Crew arrived in Brighton, the story starts much earlier than that, in fact almost 12 months before that…. Each ISPY ends with our team debrief which inevitably turns into a planning meeting for the next event.

TO ALL OF THE WORLD’S GREATEST SELLING CABIN CREW I SAY “GOOD JOB!” Our objectives for ISPY2015 included looking for an alternative venue, introducing pre event online training, working smarter not harder by going digital, therefore being able to reduce the event by one day and creating an Oscar type environment at the ISPY Gala Awards Ceremony. I am more than delighted to report that all of our objectives were met and we found ourselves asking how did we manage before? I am not saying all of the objectives were easy to implement, far from it. However, they were all worthwhile, and served a purpose. Even this Post Event Supplement is very different. This time we have asked a selection of guests that represent all of the stakeholders that attend the event tell their ISPY story. I would like to thank my team, the ISPY Advocates and all of our helpers for their hard work and dedication to making ISPY2015 a life changing experience for so many of the World’s Greatest Selling Cabin Crew. Thank you to our sponsors without whom there would no ISPY and the trade media who helped us spread the good news which is ISPY. I can’t finish without saying heartiest congratulations to all of the award winners. To all of the World’s Greatest Selling Cabin Crew I say “good job!” I am so proud of the way you represented your airline, the cabin crew community as a whole, Inflight Retail and ISPY. You are truly inspirational! Christine Martin, CEO TRT Ltd and ISPY

Post Event Supplement ISPY2015

ISPY2015

HALL OF FAME THE WORLD’S GREATEST SELLING CABIN CREW Adrian Quah Ban Soon, Achilles B. Sureen Air Asia

Valeria Vitiello, Carlo Vescovi Alitalia

Miki Barber, George Lee American Airlines

Alvin Koh, Pricilla Ku Air Asia Malaysia

Syahid Hassan, September Lai Air Asia Malaysia

Nadia D’Amico, Debora Francesca Cremasco Air Canada

Michelle Barbitta , Jonathan Gardiner Air Canada

Nathalie Descamps, Nicolas Durand Air France

Stan Wilbert, Amanda Convert Air France

Vicky Coffey, Sharon Coffey Aer Lingus

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Emma Young, Glen Butler Aer Lingus

Marlene Maneve, Prakash Luckoo Air Mauritius

Omar Flores Castro, Liliana Romero Avianca

Joel Tan, Julie Heng Cathay Pacific Airways

Moe Kitagawa, Abi Nugroho Cathay Pacific Airways

Emine Sari, Berk Erkmen Corendon Airlines

Jessica Kim, Jeremy Ng Dragonair

Sake Leung, Eugene Chang Dragonair

Andrew Todd, Kendal Evans easyJet

Henry Vince, Amy Dâ&#x20AC;&#x2122;Andrea easyJet

Maija Outinen, Xu Ying Finnair

Emma Koivuluoma, Petri Forder Finnair Post Event Supplement ISPY2015

John Smith, Kara McClean Flybe

Olga Khokhlova, Elif Demir Freebird

Rosmawaty Johanna Situmorang, Visca Garuda Indonesia

Celia Jackson, Anna Jacobs Gulf Air

Norain Chan, Clover Lui Hong Kong Airlines

Amanda Fenu, Jean Marcel Mwanza Kenya Airways

Esther Ndaka, Martha Mensah Kenya Airways

Brandon Chan, Shreen Nair Malaysia Airlines

Koray Bayramoglu, Riza Tughan Gunay Onurair

Pinar Coskun, Firat Guner Pegasus Airlines

Ece Erdogan, Ozgur Emiroglu Pegasus Airlines

Duncan Wallis, Holly Dexter Ryanair

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Chee Kean Choong, Nurhafizah Fizza Kassim Scoot

Dominic Koh, June Zhu Singapore Airlines

Kurt Rudlin, Marcellino Green South Africa Airways

Dace Straupmane, Diana Jakadela Smartlynx Air

Eveli Pettai, Janis Ielitis Smartlynx Air

Bihter Buyukkalfa, Tanil Ozboya SunExpress

Liron Shenkar, Michael Kovach US Airways

Kelly Heard, Laura Mooney Virgin Atlantic Airways

Ioana Boca, Janis Rubenis Wizz Air

Sandra Siniavskaja, Petra Szvetnyik Wizz Air

Adrian Arturo Manchola, Karen Rizo Volaris

Patricia Roberts, Rocio Laorden Vueling Post Event Supplement ISPY2015

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WEDNESDAY:

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THE ISPY2015 W ORKING WEEK!

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ISPY2015 Post Event Supplement

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Post Event Supplement ISPY2015

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Post Event Supplement ISPY2015

www.tryportfolio.com

TRAINING

RECIPE

FOR SUCCESS AT ISPY2015

BY FRANKIE GAIR, TRAINING AND EVENTS MANAGER ISPY AND TRT

RECIPE FOR SUCCESS

INGREDIENTS

STEP 1 DEVELOP AN INTERACTIVE ONLINE

92 crew from 37 airlines worldwide

TRAINING PROGRAMME FOR ALL CREW TO COMPLETE BEFORE ARRIVING AT ISPY2015

A vast range of cultures, languages and nationalities

So, why develop online training before the event?

Different personal service styles and airline sales service regulations

Previously we have been restricted to training the key selling skills at the event due to the enormous difference in knowledge and skills within the attending world’s greatest selling cabin crew. We wanted to ‘raise the energy’ and make the training at ISPY more challenging and creative. We decided the solution was to create a series of online training modules to cover the key selling skills which all crew could access, complete and revisit prior to attending the event. The objectives of the online training programme was designed to help crew to understand themselves better, know what it takes to be part of a highly functioning team, identify their own service style and how to incorporate their service style into a sales service framework. This would result in them being able to create and or recognise sales opportunities and convert those opportunities into sales more efficiently.

ISPY2015 Post Event Supplement

Varied degrees of crew KASH: Knowledge, Attitude, Skills and Habits Competing teams of two crew who may never have met or worked together before!

“I liked all the visual aspects the Product Merchandising module. Having pictures and examples is key in my opinion when introducing new ideas and concepts. Stressing colour, pyramid shape, destination, type of customers, and using all product effectively was well illustrated”. Daniel Nalbandian, Air Canada

“I have completed all the modules and found them to be extremely useful and beneficial”. t

Danny Howarth, easyJe

“It really w as unique and very c hallenging positive w in a ay. The liv e interacti simply co on ntributed to my des do well. A ir e to ll of the m odules are engaging v e ry and I love the fact th it pushes a t you to thin k seriously ”. C. Perr ault, Air C

anada

STEP 2 ADD A FUN, ENERGETIC AND CHALLENGING MONDAY TRAINING PROGRAMME WHICH WOULD ENCOURAGE EMOTIONALLY INTELLIGENT TEAMWORK, BOOST CONFIDENCE AND SHARE IDEAS AND GOOD PRACTICE.

FE ED BA CK FRO M THE CREW INCLU DED ...

METHOD The main objective of the Monday morning training was to highlight the importance of emotionally intelligent teamwork behaviours. We developed an exciting and inclusive exercise where different airlines and cultures worked together and ‘Summoned the Force’ in order to create a winning ‘survival’ strategy. The crew and managers were shown a ‘spine tingling’ video to boost motivation and energy levels. Each team was given a country and formed a ‘governing body’, to develop their own survival strategy. Each country took it in turns to present their strategy from the stage with all team members contributing during the presentation. The atmosphere in the room was electric and the sight and sounds of so many crew, from so many countries working together to achieve success was incredible! As each team member had a role to play in the development and presentation of their team’s strategy, it enabled managers to see their crew present with confidence and competence and helped team members reflect on their own and their team’s emotionally intelligent behaviours. The Monday afternoon was spent discovering and discussing individual Service Styles and going through the Sales as a Service framework. This framework was developed to give crew a ‘process’ to follow to ensure the customer experience and the sale value was the best it could be. contin

Post Event Supplement ISPY2015

ued

In order that the crew were familiar with our expectations of their Product Merchandising skills, we demonstrated on stage how to create a trolley display as a team. The Product Merchandising assessment involves each team planning and agreeing the theme of their display, deciding on the products they will use as well as being aware of the structure of the display and their awareness of brand awareness and commerciality when arranging their products! We also gave the crew the chance to practice their Sales as a Service PA. This year the written PA content was submitted before ISPY and was assessed before the crew arrived at the event. It was important that we gave the teams chance to practice with their partner so that they could adapt to each other’s style and deliver with their PA with confidence and enthusiasm The common thread running through the day was ensuring that everyone was aware that their Emotionally Intelligent teamwork would be assessed alongside their skills assessments in the ‘Cabin’ – very important as this was a new award for 2015!

ISPY2015 Post Event Supplement

STEP 3 FINISH OFF WITH A FUN AND INTERACTIVE Q AND A!

METHOD This last session encouraged the crew to ask questions in an informal atmosphere and set aside any fears and concerns from individuals and teams regarding the Assessment criteria and our ISPY2015 assessment expectations.

STEP 4 TASTE TEST!

“The expo sure and from the training competiti on has en my selling hanced capabilitie s and com I have alre p etencies. ady starte d implem the creati enting ve models I learnt fro course in m the structors and most e s p ecially from my colleague s” Amanda F enu, Kenya Air ways, Cab in

Crew

METHOD The only way to gauge whether the training at ISPY2015 had a positive impact on the participating crew was to ask for feedback. Here are examples of what the World’s Greatest Cabin Crew have told us since the event:

“I really le arned a lo and I am t privileged that I had opportun this ity! I know to share w I have mu ch ith my co lleagues a the positiv nd to kee e approac p h going o n !” Emma K

g “In addition, the trainin t a lot of tools to was incredible too, I go ing a better person, do my work better, be n and of course colleague, sales perso flight attendant” la Santana. Adrián Arturo Mancho Volaris, Cabin Crew

oivuluom a, Finnair, C abin Crew

AL ER OV Y ISP

20 L 15 W IN NE R

“It was a true roll To lea rn how ercoaster of as cab learnin to imp in crew g. rove in alread w m a s y s role o valu y bega able a n to ca nd I ha my cre scade ve my kn ws at But m easyJe owled oreove g t, to w r, I hav arm av e to e learn and I f a il. ed on eel thi To lea a pers s is mo rn to b o nal lev st fortu e the b el n And I a e t e s t . I can b think t e – ev hat is ery da what h That’s y. as don what’s e chang i t ! – ed my Henry life.” Vince, e asyJet Cabin , ll Winn Crew er of I SPY20 1

Overa

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A & Q X I G O L T GUES CREW ENGAGEMENT VS. TECHNOLOGY AT ISPY2015: BRINGING BOTH TOGETHER CLARE ELFORD, Vice President of Client Services EMEA, GuestLogix Inc.

CHRISTINE MARTIN, CEO, TRT & ISPY Wi-Fi, mobile devices and personal electronic devices (PEDs) have forever altered the air travel experience. This proliferation of technology has raised questions about which factors are more. At GuestLogix, we see this industrywide shift as an opportunity for both. Savvy airlines have the ability to enhance traditional crew engagement models through technology. Devices like tablets and mobile point-of-sale (POS) sleeves can help cabin crews deepen their engagement with passengers to drive revenue and enhance the passenger experience. What’s important to remember is that the cabin crew will always be the face of the airline, so to speak, and no technology can replace the everimportant human interaction that occurs in the air. Evolving standards for “crew engagement” must incorporate technology in ways that improve the lives and jobs of crew members and help them create satisfying experiences for their passengers

CHRISTINE - HOW DID THE PARTNERSHIP BETWEEN GUESTLOGIX AND ISPY COME ABOUT?

tin

le af

We think we are ‘not bad’ at training and motivating cabin crew, but we do not have the IT expertise to digitalise what we do in order to reach as many cabin crew as possible. Of course we knew that GuestLogix was the leading EPOS provider and we saw a link to the services and equipment they provide and what we could provide in terms of Crew Engagement

con

Post Event Supplement ISPY2015

www.chloe.com

CLARE - WHAT MADE YOU DECIDE TO BECOME THE ‘CREW ENGAGEMENT’ SPONSOR OF ISPY2015?

CLARE - WHAT WERE YOUR OBJECTIVES, WERE THEY MET AND WERE THERE ANY SURPRISES?

We see crew engagement as an essential part of an airline’s inflight retail business, and therefore it is important that our technology can support that. Until recently, crew technology has been disparate, sometimes with several devices responsible for the onboard experience – transaction processing, passenger information, electronic forms and manuals etc.

We wanted to understand what the crew liked, what they didn’t like, what functionality assisted them best during the selling process and more generally for all their other tasks. It was also important to show airline management attending the show what is possible using tablets, and how to really maximise the return on investment.

Now, today’s devices are helping to streamline the retailing process and provide new levels of convenience for crew members. Larger screens support the visual display of products and more detailed product information, enabling crew members to operate airlines’ “stores in the skies,” leading to more ancillary revenue opportunities. Joining forces with TRT enables us to create a powerful combination world class training and in-flight sales know how with the market leading payment and retail technology. We saw ISPY as the ideal opportunity to showcase the joint offering and a fantastic opportunity to put our technology into the hands of the world’s bestselling cabin crew.

The result was that the crew embraced the technology right from the start - there were over 700 comments and photos posted from the tablets to the group event within the first 24 hours, the crew used the tablets as a sales tool in their assessments, and wherever we looked people were using their tablets to check their schedules, for voting and last minute swatting for exams!

CLARE WHAT HAPPENS NEXT? Clearly, the stakes are high for airlines to meet the needs of a mobile-first passenger base with a technology-driven travel experience and successful business model for ancillary revenue. And since technology rarely stands still, the underlying platform needs to be scalable and flexible, easily updated and modernized to accommodate upgrades and improvements. But even more importantly, you need to make sure that your cabin crew, your sales force buy into the technology. GuestLogix and TRT will be looking to build upon the success of the ISPY2015 event in offering airlines solutions and services to help transform crew engagement in this modern era.

When we presented to airline management towards the end of the week, feedback from their crew had been incredibly positive and there was no doubt that the business case for multi-functional tablets onboard is clear. Discussion turned to the challenges of achieving a balance, where the risk of information overload needs to be kept in check whilst trying to keep crew engaged and motivated. Post Event Supplement ISPY2015

WELLBEING ENERGISED REFRESHED HAPPINESS

? T H G I L F 4 T I F W ARE YOUR CRE FIT4FLIGHT LAUNCHES AT ISPY2015 ISPY2015 was the perfect launch pad for a brand new in-flight wellbeing concept called Fit4Flight. Their in-flight nutritionist Rick Hay gave an in-depth talk to crews and management at the event which was well attended and created lots of excitement around the concept of crew wellbeing. During his talk, Rick explained the common nutritional mistakes travellers make, and tips on how to use everyday spices to reduce the negative effects of travel as well as how to avoid jetlag and adrenal fatigue, common problems for any frequent flyer. Fit4Flight offers wellbeing in-flight content and products aimed at both crew and passengers, to leave travellers feeling energetic and refreshed after their flight, with a multitude of effective supplements and in-flight exercise tips as well as advice from leading wellbeing experts across the world. Get in touch to discuss our staff wellbeing workshops, stocking our products or licensing our footage. For more information email info@fit4flight.co.uk

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TO SUCCESS

ARD & R TRAINING, REW

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ONCE AGAIN ISPY WAS DELIGHTED TO WELCOME BACK COTY AS THE PLATINUM SPONSOR Coty enriches and adds value to ISPY, whilst adding a touch of class and glamour to a crew reward and recognition event that is recognised and acclaimed within the airline industry worldwide. Markus Stauss, Director, Marketing Travel Retail Worldwide for Coty, is a well-known and equally well respected figure within Duty Free and Travel Retail. At the Welcome ceremony, Markus welcomed everyone on behalf of Coty and helped set the scene for the week ahead. Coty brings a team of experts to ISPY who are on hand every day to ensure the crew; managers and buyers are fully immersed in all thing ‘Coty’ having visited the the Coty stand in the ISPY information hub. The eye-catching stand was a 34

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focal point at break times and during the Tradeshow. Coty believes in enriching the knowledge of the World’s Greatest Selling Cabin Crew by giving them the aspirational product information that they can use and pass on to their colleagues, and key features and benefits to use when enticing their customers to buy on board. The Coty Enlightenment session at ISPY is a legendary, exciting, fast paced, interactive and inclusive roller coaster ride of information and knowledge that everybody benefits from and that no one wants to leave!

OR CH

CHRISTINE MARTIN WELCOMING GUESTS AT THE ISPY2015 OSCAR AWARDS SPONSORED BY COTY, HELD AT THE ODEON CINEMA, BRIGHTON.

MIKKEL STORK & MARKUS STAUSS HANDING OUT WELL DESERVED PRIZES TO SANDRA SINIAVSKAJA, PETRA SZVETNYIK, WIZZ AIR

MARKUS STAUSS WITH THE

OVERALL TEAM AWARDS WINNERS ISPY2015 1ST PLACE KENDAL EVANS & ANDREW TODD EASYJET 2ND PLACE BRANDON CHAN & SHIREEN NAIR MALAYSIA AIRLINES 3RD PLACE MICHELLE BARBITTA & JONATHAN GARDINER AIR CANADA

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THE AFTER AWARDS DINNER & PARTY SPONSORED BY COTY, HELD AT THE GRAND HOTEL, BRIGHTON.

CHRISTINE MARTIN, MD, TRT & ISPY WELCOMING HER FRIEND MARKUS STAUSS, MARKETING DIRECTOR TRAVEL RETAIL & EXPORT WORLDWIDE COTY TO ISPY2015.

MARKUS STAUSS ON HAND TO MEET & GREET OUR GUESTS

BRITVIC’S SENIOR ACCOUNT MANAGER CHARLOTTE HAMMOND –CHANT INVITED MARKUS STAUSS TO JOIN HER & CHRISTINE MARTIN IN BEING JUDGES FOR THE BRITVIC SPONSORED EVENING ‘ISPY’S GOT TALENT!’

EXPERT TUITION FROM JORDAN SAXEMARD, COTY

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CAPTAIN COTY, MIKKEL THAT HAD EVERY

MIKKEL STORK, COTY INFORMATION TO C

STORK, RUNNING THE COTY ENLIGHTENMENT QUIZ YONE SITTING ON THE EDGE OF THEIR SEATS!

Y, GIVING PRODUCT CREW & MANAGERS

HAVING FUN & LEARNING – THE PERFECT COMBINATION!

COTY STAND IN THE ISPY INFORMATION HUB

CHRISTINE MARTIN & MARKUS STAUSS

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ISG Director Europe & Africa, Karen Durban

N E D ’ S N O G A R D E H T N I Y P S I

SPONSORED BY

KPT Inflight President, Rakhita Jayawardena

DFASS UK General Manager, Anthony Fletorides

Sponsor Schäfer Travel Retail Sales Director, Chris Winstanley

THE JETSET PET PACK Emma Young and Glen Butler love their dogs, Poppy and Lola. They realised that there was a massive gap in the in-flight retail market for dog and cat lovers with almost 25% of homes in the UK having a dog or cat. When we take a holiday or short break our four legged friends have to ‘take a break’ too, and if we are confident that their needs are catered for, and they are safe and happy, then we can relax and have a good time! We started to get creative and develop the Jetset Pet Pack. This pack would be ‘taking a break’ with our pets so we needed to ensure the case and its contents were suitable and unique. The Jetset Pet Pack contains the following: • A stylish case with a little bit of bling • A paw shaped voice recorder to leave a reassuring message for your pet while you are away • A Vet and Health Passport to provide peace of mind should your furry friend feel poorly while you are away • A mini care board fridge magnet giving details of walking and feeding times as well as little treats. • A toothbrush shaped chew stick to ensure their pearly whites remain in perfect condition.

Once we agreed the pack’s contents we carried out essential market research asking customers at our home base, Belfast City Airport, and local Vets and Groomers .The feedback was amazing and they all loved the case and contents. We were delighted when we were shortlisted to present to the Dragons at ISPY2015. We were the last to present and the nerves had started to take their toll! Once we hit the stage we quickly relaxed and really supported each other, this helped us to pitch confidently to the Dragons and the audience appeared to love the concept. The feedback from the Dragons reassured us that the Jetset Pet Pack was a strong contender to win the award. We were proud that Aer Lingus had won the award twice before and we were hoping we could keep the tradition going! At the ISPY Oscars, just as the winner of the Dragons Den Award was about to be announced, we held our breath and held hands. As soon as Aer Lingus was announced as the winner our Managers jumped to their feet to congratulate us, and the roar from the audience was deafening. We were over the moon that we had won and to be standing in front of the ISPY audience as winners was an amazing achievement. We are really looking forward to getting the Jetset Pet Pack into production and seeing how many airlines will carry it on-board. We have already received fantastic feedback at ISPY2015 and we hope our creation will be as successful as our ISPY2010 winning product, ‘Scents of Ireland’. Post Event Supplement ISPY2015

ONBOARD REFRESHMENT

FROM THE TRAVEL REFRESHMENT SPECIALIST Britvic is a registered trademark of Britvic Soft Drinks Ltd. Pepsi is a registered trademark of PepsiCo Inc.

5 1 0 2 Y P S I T A A E M E C I V T I R B CHARLOTTE HAMMOND–CHANT SENIOR ACCOUNT MANAGER When I came in to the role of Senior Account Manager Travel for Britvic EMEA back in October 2014, the first words which were uttered to me by my predecessor were ‘You are going to love ISPY’. First I believed we were about to play a kids game and thought ‘what an odd way to start my first handover session’ but quickly learnt that this would be the best & most memorable week of the year. So why do BRITVIC EMEA sponsor ISPY? We wish to be associated with an event that is talked about by airlines & their caterers worldwide. We come along with our soft drinks (which on the face of it are more ‘reserved’ compared to other sparkly, beautifully scented and great tasting food products!) but we believe in the importance that hydration plays in keeping the crew, managers and other sponsors on the top of their game throughout the 4 hard working days at ISPY. It also allows us to communicate the fantastic portfolio of soft drinks that we offer on board – the PERFECT TRAVEL COMPANION for any airline.

FUN, LAUGHTER, SILLINESS AND AUDIENCE PARTICIPATION – WHAT MORE COULD YOU ASK FOR? Our experience as Sponsors of ISPY’s Got Talent was a real highlight. It’s widely known as the best night at ISPY. Fun, laughter, silliness and audience

participation – what more could you ask for? This year the fancy dress we supplied certainly helped everyone feel involved not just the great acts that entertained us through the evening. We also had Pepsi Max Selfie Bottles, a unique personalised gift as a memento of the evening. I also felt thoroughly privileged to be a judge for the talent show and will never forget the courage, effort and originality of the acts – I could never have done it! Britvic’s Interaction with the World’s Greatest Selling Cabin Crew was truly awesome. Every day there was a smile to greet you by name, and lots of positive feedback about the drinks we supplied and even some help with shifting cases of pop around! The crew just soak up the whole event like sponges. They want to learn and keep learning and we are happy to assist in this. To sum it all up, it is one hell of a week and you have to experience it to fully understand and appreciate what it means to the cabin crew. We met Henry Vince (Inflight Sales Person of the Year 2015) at an EasyJet event this week and he is still on a high - his words …”it has changed his life” …and he is still beaming from ear to ear. This feeling extends to the rest of the crew that attend … They are all winners having been selected to attend the event, and we are proud to have been a sponsor at ISPY2015. Post Event Supplement ISPY2015

Y D U T S E S A C C I F I C A P Y A H CAT INTERVIEW CREW MEMBER & ISPY PARTICIPANT ABI NUGROHO HOW DID YOU HEAR ABOUT ISPY AND WHAT INSPIRED YOU TO APPLY TO REPRESENT YOUR AIRLINE? I saw the ad from our internal newsletter, I wanted to learn something from ISPY and enhance my knowledge of inflight sales. I wanted to gauge how far my knowledge and skills can take me. My personal challenge turned up good results when I clinched the Bronze medal for overall performance, and Gold medal for me and my partner Moe Kitagawa in Product knowledge, this was topped off by Cathay Pacific winning ISPY’s Got Talent!

AS A TEAM YOU WON THE PRODUCT KNOWLEDGE AWARD WHICH MANY FOUND EXTREMELY DIFFICULT. TELL ME ABOUT YOUR PREPARATION FOR THE EVENT? Elaine Lai from the Cathay Pacific Inflight Sales Department provided us with monthly training over five months with highly reputable trainers including Joyce Coleman from ISG , previous ISPY participants and award winners from Cathay Pacific Raynard Khor and Bao Yen, and Rayson Ng who represented Dragonair in ISPY 2014. 42

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DID YOU AND YOUR PARTNER MOE CREATE A ‘STRATEGY’ FOR THE ASSESSMENTS? Moe and I studied mainly by ourselves and tried to review the materials together whenever we had the chance to meet up. I was confident in electronic gadgets and liquors, while Moe was very knowledgeable in snacks and skincare products. We updated each other whenever we found something unique in our respective areas of expertise. For other categories, we researched extensively together. I consider curiosity as a catalyst to learn. Without it, we probably won’t be as motivated to study.

BESIDES WINNING TWO AWARDS AND ISPY’S GOT TALENT, WHAT ELSE MADE THE BIGGEST IMPRESSION ON YOU? I met a lot of awesome people during the event. While many inspired me to enhance my knowledge in sales, others inspired me to become a better person. I’m thankful for the experience of meeting a lot of inspiring people, learning something new, and making friends with really cool people from around the world.

WHAT HAS HAPPENED SINCE YOUR RETURN TO WORK? IF A CREW MEMBER CONSIDERS APPLYING TO REPRESENT THEIR AIRLINE AT ISPY, WHAT ADVICE WOULD YOU GIVE THEM? I feel more positive and motivated to work. I can apply what I’ve learnt from the event to make the inflight sales experience more remarkable from the passengers’ point of view. To all crew members who may be considering to join ISPY, my advice would be to stay positive, keep an open mind, feed your curiosity and think outside the box.

MANAGEMENT INTERVIEW BY ELAINE LAI WHAT QUALITIES DO YOU LOOK FOR WHEN SELECTING YOUR CREW TO REPRESENT ISPY? We consider various aspects during our internal selection process. We look at generic attributes such as presentation skills, selling techniques and language skills, as well as the crew’s personality, and overall attitude. A candidate with a very positive attitude, committed, willing to learn at all times and who can devote a huge amount of effort into the programme will definitely make themselves stand out from the crowd.

CATHAY PACIFIC AIRWAYS HAVE BEEN PARTICIPATING AT ISPY FOR MANY YEARS. HOW DO YOU MEASURE YOUR RETURN ON INVESTMENT? ISPY event is an amazing platform for crew and management from different airlines to get together. Apart from the prizes and awards from the event, many valuable intangible assets including the exchange of information and knowledge between airlines’ management, crew and suppliers, the unique learning experience for the crew all add great values into ISPY.

FOR A LEGACY CARRIER TO HAVE SUCH A WELL ESTABLISHED CREW SALES CULTURE IS UNUSUAL. WHAT DO YOU THINK IS THE KEY TO YOUR SUCCESS? The key to our success is to value and recognise our Cabin Crew. Setting clear guidelines and targets to motivate and recognise their contribution is a must. Apart from that, as management, it is always important to put ourselves into the shoes of our crew and allow a smooth two-way communication. Encouraging them to share their thoughts, while we listen, understand and seek for improvements as a whole is always essential.

WHAT ADVICE WOULD YOU GIVE OTHER CARRIERS WHO ARE INTERESTED IN PARTICIPATING AT ISPY FOR THE FIRST TIME? From the management perspective, it is important to extend all necessary support to the crew in preparing them to attend the programme. Keep your eyes peeled for any news and updates on the ISPY official website and other ISPY social media platforms, and ensure your crew are aware of the programme, including the assessment format and new study materials. The ISPY management team was very supportive and attentive to our enquiries. If there was anything we were unsure of, we made it a point to contact them for instructions and clarifications. Selecting the right candidates is also important as this would help set a strong foundation for any participating airline. Inviting past participants to share their experience to the team would also make a big difference.

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THE WORLD’S GREATEST SELLING CABIN CREW AT THE ISPY2015 OSCARS

WELCOME TO ISPY2015 OSCARS PK BRONZE JOEL & JULIE CATHAY PACIFIC WITH JOYCE COLEMAN ISG

PK AWARD WINNERS ON STAGE WITH ANDREW BROWN, MANAGING DIRECTOR, RATCLIFFE & BROWN

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PK SILVER IOANA & JANIS. WIZZ AIR

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ISPY2015 ADVOCATES EASYJET, AIR CANADA & FINNAIR WITH MARKUS STAUSS, COTY & FRANKIE GAIR ISPY

ISPY IN THE DRAGONS’ DEN WINNER AER LINGUS & CHRIS WINSTANLEY, SALES DIRECTOR DUTY FREE SCHAFER TRAVEL RETAIL

WORK AWARD WINNERS WITH ALEX MIHAILA, SALES R EUROPE GLOBAL TRAVEL & MIDDLE EAST, DIAGEO

T CAFE PRODUCT AT SHOW AWARD HE LITTLE COFFEE BAG COMPANY CARRIE BATE WITH CHARLOTTE TURNER TRB

ACT OF KINDNESS AWARD TEAM AIR CANADA

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OVERALL INDIVIDUAL WINNERS WITH MARKUS STAUSS COTY, PLATINUM SPONSOR, ISPY2015

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AIRLINE OF THE YEAR HIGHLY COMMENDED AIR ASIA X WITH NEALE JOUQUES, MD EUROPE, GATE RETAIL ONBOARD

OVERALL WINN C WITH JO MARK WINNERS OF THE AIRLINE OF THE YEAR AER LINGUS ON STAGE WITH NEALE JOUQUES

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ISPY2015 FELLOWSHIP AWARD, RAKHITA JAYAWARDENA

OVERALL INFLIGHT SALES PEOPLE OF THE YEAR TEAM AWARD. BRONZE. MICHELLE & JONATHAN. AIR CANADA

ISPY2015 AWARD WINNERS

OVERALL INFLIGHT SALES PEOPLE OF THE YEAR TEAM SILVER BRANDON & SHREEN MALAYSIAN AIRLINES OVERALL INFLIGHT SALES PEOPLE OF THE YEAR TEAM AWARD GOLD WINNERS KENDAL & ANDREW EASYJET SAY A FEW WORDS OF THANKS

OVERALL INDIVIDUAL SILVER WINNER AMY D’ANDREA EASYJET

OVERALL TEAM WINNERS WITH MARKUS STAUSS, COTY, & TOM MANKTELOW, INFLIGHT BUSINESS DEVELOPMENT MANAGER MARS INTERNATIONAL TRAVEL RETAIL

L INDIVIDUAL BRONZE NER ABI NUGROHO CATHAY PACIFIC OYCE COLEMAN ISG & KUS STAUSS, COTY.

THE MOMENT IN TIME WHEN THE OVERALL ISPY2015 WINNER IS ANNOUNCED, HENRY VINCE EASYJET

OVERALL ISPY2015 WINNERS ON STAGE WITH MARKUS STAUSS, MARKETING DIRECTOR TRAVEL RETAIL & EXPORT WORLDWIDE, COTY.

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Y D U T S E S A C EASYJET CABIN SERVICES CUSTOMER EXPERIENCE MANAGER ANGIE MULLEN FOR SOME AIRLINES THE RISK OF THEIR CREW ‘NOT WINNING’ IS TOO GREAT TO ALLOW THEM TO COMPETE - WHAT MADE EASYJET TAKE THIS LEAP OF FAITH AND ENTER THEIR CREW FOR ISPY? For easyJet it’s not all about winning (obviously it’s the icing on the cake if we do come away with an award) but about representing easyJet at such a Global prestigious event .The cabin crew who represent us at ISPY have already gone through a rigorous selection process and are ready to take the challenge head on. We know that they will deliver to the best of their ability, with the confidence that they have the whole of easyJet supporting them and wishing them well.

WHAT DO YOU SEE AS THE KEY BENEFITS TO YOUR CREW AND TO THE AIRLINE FROM ATTENDING ISPY? The investment to send Cabin crew to ISPY is high, but gives your competing cabin crew the confidence and knowledge to achieve at the highest level. It also gives them a platform to develop their career aspirations. From an airline perspective we keep the talent that we have nurtured and developed within easyJet. Along with our inflight partners Gate Retail On board we work as one team and this approach ensures everyone takes pride in supporting each other every step of the way. 52

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WHAT ROI DO YOU EXPECT TO SEE? IS THIS IN SALES FROM CREW WHO ATTEND OR IN THEIR DEVELOPMENT I.E. ADDITIONAL SKILLS AND KNOWLEDGE? When I look at our previous winners, you can see that the ISPY experience has really given them the confidence to develop their own potential. Chosen for their passion and innovation, it gives them a platform to share this with their peers, plus a different perspective on the airline, a better understanding of the business and how it affects what we do onboard. They share feedback from our customers, and observations that they make during the course of a duty help us to develop the range we offer. The ISPY ethos has helped to drive positive change in our airline and I have no doubt that it will continue to do so over the coming years.

DOES EASYJET USE ISPY AS AN INCENTIVE? Yes, attending ISPY is seen as the main award and personal achievement to all our bestselling Sales and Customer focused cabin crew.

HOW DO YOU SELECT THE CREW WHO WILL REPRESENT EASYJET AT ISPY? Working to the same principles as ISPY our top sales and most customer focused cabin crew are invited to attend the Academy Awards. A three day event held in our training Academy, this event is supported by our Inflight retail Partner Gate Retail Onboard who invite Suppliers to attend the supplier showcase. Crew are selected by their base management teams and have to submit a written application with evidence of why they should attend this event. This year 102 cabin crew were chosen from across the network. They participated in master classes in core customer service and sales skills which were delivered by our ISPY2014 team, along with group exercises dedicated to sales and customer service. On day two we put the cabin crew through their paces in our cabin simulator and ask them to show us what they can do by using their skills to sell to a selection of passengers (Generation easyJet) using sales techniques, product knowledge, sales awareness and great customer service. The cabin crew were also invited to the supplier showcase to have a preview of the new range being introduced from November 2014 and to see the great product innovation that’s going on behind the scenes. This year we introduced a new event ‘The Voice’ with our very own Judges Kylie, Will I Am, Sir Tom Jones and Jessie J. We were looking for that perfect Sales PA and we found it! The easyJet crew selected from the Academy awards selection process: Henry Vince & Amy D’Andrea, Andrew Todd & Kendal Evans

WE HEAR THAT CREW WHO HAVE PARTICIPATED AT ISPY HAVE GONE ONTO TO GET PROMOTION OR BECOME TRAINERS OR MOVE INTO THE AIRLINES INFLIGHT DETAIL DEPARTMENT. WHAT TYPICALLY HAPPENS TO THE EASYJET CREW ONCE THEY RETURN TO ‘BASE’? Firstly we need to bring them down and get back to the real world of flying but February and early March looked like this: Base Newsletters and testimonials written by the ISPY team to be included in all communication channels across the network Training for New Entrants and Recurrent updated to include the ISPY achievements. Visiting sales training sessions at the LTN or LGW Academies Meeting the CEO to congratulate and celebrate at our recognition ‘Spirit event’ Feedback session with the team on ‘what can we do better!’ New Range Change day – ISPY team promoting the new product selection to all M&A and engineering staff ISPY Awareness ISPY Challenge – FY14 ISPY vs FY15 ISPY two flights, same destination, same day - who will get the best SPH? Roadshows/ Podcast and awareness around the Network of the Academy awards and the journey to ISPY ONE-ONE with each crew member – career progression what roles are available and what will be required from them to be able to progress into this role – this is in modules of 3-6 and 6-12 months contin

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Y D U T S E S A C T EASYJE EASYJET SENT 9 FORMER ISPY PARTICIPANTS TO BE ADVOCATES AT ISPY2015. THIS MEANT THEM BEING ROLE MODELS AND MENTORS FOR THE WORLD’S GREATEST SELLING CABIN CREW AND BEING PART OF THE ISPY ORGANISATIONAL TEAM FOR DURATION OF THE EVENT. HOW DO YOU HOPE/EXPECT TO BENEFIT FROM THIS LEVEL OF INVOLVEMENT? We decided to make this investment so we could raise the profile of the Academy Awards and the journey to ISPY across our network; the majority of the team who attended are Customer experience and sales trainers (CETs) or Crew performance managers. The customer experience trainers are chosen for their passion and dedication to our customers and on board sales. They deliver classroom training to our new entrant crew as well as help to develop our existing crew through workshops, roadshows, targeted modules and performance management flights. They are currently using the mentoring, coaching and organisational skills developed through ISPY either in the classroom or at a base across the network.

DO YOU HAVE ANY ADVICE FOR AIRLINES CONSIDERING PARTICIPATING AT ISPY IN THE FUTURE? It takes one small step and a week of your time and the rewards are immense, not just for cabin crew but also for management development due to supplier interaction, conference sessions and the networking opportunities that are available. As I said before the ISPY ethos has helped to drive positive change in our airline and I have no doubt that it will continue to do so over the coming years.

EASYJET PAST PARTICIPANTS ‘HALL OF FAME’ ISPY2004 Stuart Cant Crew Performance Manager MAN & LPL ISPY2009 Myriam Lemaire Customer Experience Trainer ezySwiss ISPY2010 Leigh Seaward Sales and customer champion BRS ISPY2010 Ken Johnston Customer experience Trainer ISPY2010 Belen Garcia Line Trainer ISPY2011 Phil Towns First Officer - Pilot Graduate scheme ISPY2013 Pierre Gabriel Duchene Crew Performance Manager ORY ISPY2013 George Wainwight Left ISPY2013 Christian Somerville Crew Performance Manager BRS ISPY2014 Danny Howarth Line Trainer Manchester ISPY2014 Katy Munday Sales and customer Champion SEN ISPY2014 Joe Williamson Cabin Manager LPL ISPY2014 Tracey Grieg Flexi Trainer LTN Post Event Supplement ISPY2015

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AIR CANADA ADVOCATE CASE STUDY HUGO PHANEUF WHAT DID IT MEAN TO YOU TO BE SELECTED BY DINO MEZZACAPPA TO RETURN TO ISPY AND REPRESENT AIR CANADA AS AN ISPY ADVOCATE? It meant a great deal to me! The fact that he trusted me once again to represent Air Canada was a great way to express his confidence in my ability to act in a professional manner. I’m always honoured when I am selected to work on special assignments and try my best to use these opportunities to always improve myself. My return to ISPY2015 as an Advocate this year, representing ISPY and Air Canada at the same time, was truly amazing. Remembering how great an experience it was for me last year, as a participant, I saw this new challenge with great pride and joy. Being an Advocate seemed to me a good way to give back to an organization I highly respect. In order to achieve this, I made sure to be 100% ready! I gave my best to be ready to help, listen, guide and interact with every participant.

HOW DID YOU BENEFIT FROM THIS EXPERIENCE FROM A PERSONAL DEVELOPMENT PERSPECTIVE? The possibility to share with colleagues from around the world is a great privilege. It allowed me to learn from others experiences, work techniques and to think “outside the box”. The several trainings offered by ISPY are very helpful as well. For example, I no longer see sales opportunities the same as I used to. I have a lot more fun managing clients’ needs and feel more confident about various products. I use the KASH techniques, PA’s, emotional intelligence and product merchandising taught at ISPY to better myself and increase inflight sales all at once.

ISPY2015 AD VOCATES FRO M EASYJET, AIR CANADA & FI NNAIR

HOW DO YOU THINK THIS EXPERIENCE WILL BENEFIT AIR CANADA? First of all, the brand exposure itself is huge. Also, sending different cabin crew to ISPY year after year sends good signals that Air Canada is dedicated to flight attendants’ development. The many trainings taught at ISPY can only benefit an airline, if only because it provides ways to improve the on-board experience in a very competitive industry. Previous ISPY participants from Air Canada are now sharing with their crews the tips and different techniques they learned at ISPY, allowing them to improve sales and enhance their customer service.

HOW DOES AIR CANADA USE AND PROMOTE WHAT IT LEARNS AT ISPY? Air Canada’s performance is communicated to all crew members via bulletins, yammer, and other internal communication methods. AC also begins looking for their next ISPY stars in August and makes their final selection in September. Over the years, they have tried to implement key learning concepts i.e KA$H to all new hires, new Service Directors and all remaining crew.

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® M&M’s and the M&M’s Characters are registered trademarks. © Mars 2014.

WELCOME ON BOARD!

Share the Fun!

5 1 0 2 Y P S I T A R T MARS I MARS INTERNATIONAL TRAVEL RETAIL INFLIGHT BUSINESS DEVELOPMENT MANAGER: TOM MANKTELOW Mars ITR has been a regular participant at ISPY for many years but for me it was my first event and, I must say, proved to be an amazing experience. I joined MITR (from Highland Spring and Lindt) as Business Development Manager – Inflight in 2014 and am responsible for all inflight business globally, working with partners to establish Mars as the inflight chocolate option of choice. So an event like ISPY, with so much direct crew interaction – is perfect. Inflight is an important sector within the MITR business and we are committed to offering inflight passengers a great range of products, with both catering and buy-on-board snacking and gift items. Feedback from crew is essential and so I was determined to make the most of every minute in Brighton. The week is full on from the moment one arrives – but every minute had a useful purpose – whilst always being very enjoyable. I arrived on the Sunday morning, unsure of what to expect, but I need not have worried. Smiling faces, warm and professional hospitality from the ISPY organizers made me feel like an old friend. In fact throughout the week I was impressed at just how cheerful and alert the ISPY team were, despite clearly working long hours to keep everything working to plan. The fun really started when the crew arrived and the Product Enlightenment session began. Indeed, this was an equally enlightening session for me; enjoying air time with key management and crew gave me a very useful insight to the market in which I operate. I even learnt some new terminology! Tom Manktelow at the MARS stand in the ISPY information hub What I found particularly inspirational was the level of energy and passion from every single crew member; quite unique in my experience. It made me feel that I was part of something truly special throughout the week. The range of social events complimented the event and added to the overall fun and excitement of ISPY. Having the opportunity to meet so many airlines and key people working within the business was incredibly useful on two levels. It provided a superb opportunity to meet with current customers and discuss directly with the crew what works and share some best practice. In addition, it also gave me a vital chance to connect with some airlines that Mars do not YET operate with; in some cases creating a direct link with the right person.

Tom Manktelow presenting at the MARS ‘Power of the Smile’ Management Conference Finally, ISPY presented a perfect platform to showcase the range of MITR Products that are relevant for Inflight, and which fall in to the Sharing and self-consumption buying needs. It was also fantastic to be able to launch our new inflight confectionery category vision which is based on the premise that “the smiling traveller is a spending traveller”. It also challenges the original thinking that confectionery sales are divided 70% gifting 30% snacking to a reality based on insights that the true purchasing behaviour is 45% selfpurchase, 35% sharing, 20% gifting. Mars ITR prides itself on our deeply intuitive approach to inflight and travel retail sales based on providing a fun experience and happy memories to every traveller. ISPY certainly provided both for me. Well done to Christine Martin and her team. Post Event Supplement ISPY2015

D R A O B N O L I GATE RETA SPONSORS OF ISPY2015 AIRLINE OF THE YEAR GLOBAL TRAINING & ENGAGEMENT MANAGER BADEN FRÖSÉN “This was our second time sponsoring the ISPY Airline of the Year competition. We believe that sponsoring the competition and award supports the importance we put on crew training & engagement and the impact of an airline’s partnership with Gate Retail Onboard in training & engaging crew to enhance commercial performance of the retail programme. Airlines can benefit hugely from the Airline of the Year competition at ISPY as it highlights what the airlines have actually done over the past year in a structured format and rewards success and gives feedback on opportunities to improve. It helps to track historical engagement as well as provide a basis for further engagement in the following year” Kim Landau, Crew Training and Engagement Specialist Gate Retail Onboard, introducing GRO to the audience and wishing our four finalist airlines ‘Good Luck’ with their presentations! “The crew can use their learnings from the overall ISPY event to enable them to improve their awareness and selling skills as well as gaining new ideas and best practice for taking onboard sales to the next level. ISPY is a forum for all things sales related and through recognising what airlines, concessionaires, and suppliers do to drive revenue, profit, and crew incentives help to set the minimum standard for the airline industry”

THE GATE RETAIL ONBOARD TEAM - SPONSORS OF ISPY2015 AIRLINE OF THE YEAR Lindsay Kelson Brand Manager Kim Landau Crew Training and Engagement Specialist Tony Varghese Commercial Director Gemma Fleuren Head of Retail Maria Smyth Assistant Buyer Post Event Supplement ISPY2015

S U G N I L R E A : R A E Y E H T F O E AIRLIN OUR GOOD TO GREAT JOURNEY ... TO AIRLINE OF THE YEAR We were building ISPY2015 momentum in early September 2014, when we rolled out a change to our normal application process. We wanted our crew to work as a team, feeling this would deliver the right group dynamic and give us the best chance of delivering a successful ISPY2015. We had set our sights on a win in the Dragons Den category & we wanted the accolade of Airline of the Year. We knew we were setting ourselves a big challenge, we knew we had transformed Aer Lingus and had a great story to tell. We were proud of what we had achieved and we were ready. In 2013, we had put the wheels in motion to develop a new vision for Retail. Our application needed to pick up on all areas of team development, showcase our ‘Good to Great Journey’ and show proven evidence of having delivered strong Retail results. 64

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RSON, ANTHONY CA S GU N LI R AE

E & UNITED A PASSIONAT TEAM AER LINGUS

SPONSORED BY

OUR BRANDING We rebranded our sky deli and sky shopping services. This enhanced branding gave our cabin crew the opportunity to connect culturally and emotionally and we knew this would be key to our success. Our customers wanted Irish produce, so we created an Irish country kitchen giving a sense of warmth and home. We launched ‘bia’ which simply means food in Irish, our new brand having the ability to stand on its own. We also signed up an Irish Celebrity Chef, Clodagh McKenna. Clodagh developed a range of fresh products, which were sampled by focus groups and by our crew, and we organised an impressive launch day, with our crew at the forefront of the videos and the fun. We also needed a stronger high value shopping brand, so we developed ‘boutique’ which signified premium quality and exclusivity. Our crew were invited to help define final product selection. We know when our crew love the products, we sell out!

OUR TRAINING During our evaluation phase, we confirmed our current training was good. It was delivering measurable results. Inspired & energised by this, we enhanced our current new entrant course with a focus on emotionally intelligent behaviour. We decided to take a three pronged approach to our Retail training thus ensuring that we could reach everyone, including our two hundred new 2014 entrants, our existing crew and an enhanced super user program for our Retail experts. Throughout our ‘Good to Great’ journey we wanted to establish pride in our brand amongst our crew and install in them the skills and behaviours to deliver an engaging customer service experience.

OUR RETAIL AMBASSADOR PROGRAM We kicked off a number of initiatives, including Retail business briefing sessions in which crew provided great suggestions on how to improve Retail. Based on these outcomes, we launched our trial team who were instrumental in making changes to our Retail experience. To be part of the team you had to have a passion for Retail and customer service, and a commitment to our ‘Good to Great’ training programme. We needed a mechanism to demonstrate our results, so we agreed a trial flight approach. Total revenue for the trial flights to Berlin increased by an average up to 40% on the previous ten week trend and increased by up to 37% on our Barcelona flights. We also asked customers on these flights to tell us, how likely they would be to recommend Aer Lingus to a friend. The Net Promoter Score was 77.5, way above the scores that airlines usually receive. Based on this success, we launched our Retail Ambassador program. Our Retail Ambassadors are now delivering measurable increases in revenue, transactions and customer service ratings.

contin

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meet the best-sellers you canâ&#x20AC;&#x2122;t live without.

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S U G N I L R E A : R A E Y E H T F O AIRLINE LIFE POST WORKSHOPS The good work did not stop there. We wanted to give our crew up to date product knowledge and sales tools, thus allowing them to focus on delivering excellent customer and increasing revenue. This included developing a set of product cards, a product location list and a visual merchandising video. This is just a taster of the ways in which we have given our crew practical support.

GREAT INCENTIVES Aer Lingus has always taken great pride in design and implementation of many successful incentives. Throughout our Retail journey, we did not want to lose sight of this. We delivered a whole host of incentives across the period to gain momentum, deliver the ROI and keep everyone focused. Our most successful incentive was launched in the summer, ‘The Big Apple’ incentive. All bases had their individual base draws with a host of cool prizes.

COMMUNICATION, COMMUNICATION, COMMUNICATION Communication is central to all our activities. We designed our branding around ‘a Shopping bag’ which was to become part of every branded internal communication, to help crew identify our branding and link the communication to the message. We also created a social media site, where our Retail Ambassadors share success stories, talk about product features and much much more. Communication is an ongoing challenge for our department ensuring all other programmes and activities compliment our retail efforts.

ISPY THE RETURN We had worked hard, we knew our 10th year anniversary of our 1st appearance at ISPY, was to be our most special yet. We had a fantastic application response and we selected our teams from Belfast and Shannon, all of whom have a passion for retail.

We knew our presentation at ISPY would be instrumental to winning the Airline of the Year. We needed to tell our story, take the audience on our journey, but more importantly we wanted to deliver something very special and different to the ISPY audience. We themed our presentation around the Ambassador branding, the Aer Lingus Shopping bag, giving us the opportunity to unveil a few surprises along the way. Anthony Carson, Base Manager Belfast recalled how ‘cascading’ knowledge was important to ISPY, so we decided that we should cascade a few ideas of our own like building the ‘the big apple’ incentive live on stage. Personal testimonials were a huge part of our Ambassador training, and one of our crew presented her own testimonial truthfully and with great emotion. Our final video paid tribute to those who had gone before, many ISPY past participants who are now Managers within Aer Lingus. The music, the images, but more importantly the sentiment captured the essence of the presentation and made an emotional connection. We got it right and the reaction from the audience was in the words of our video ‘Incredible’. We are delighted to have won the Airline of the Year for the 2nd time. ISPY is about taking part and sharing the knowledge and we believe from the feedback, reactions and the follow up requests that we have received, we have achieved just that. Anthony Carson In-Flight Services Manager, Belfast and London Gatwick Nuala Cowley Onboard Sales Manager

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Deter Theft

Reduce Losses

Know whoâ&#x20AC;&#x2122;s responsible each time a door is opened

Active monitoring provides evidential usage records

Decreases discrepancies by over a third

Cut Costs

Monitor Activity

Eliminate Waste

Saves against traditional securing methods

Recorded seal data improves sales procedures

Replaces thousands of disposable plastic seals

Available now to Buy or Lease

www.dutyfreesecurity.com/transeal Contact: +44 1494 484400 transeal@dutyfreesecurity.com Transeal Security Limited, Registered in England and Wales company number: 7766578 EASA Approved for use on all commercial Airbus and Boeing aircraft, certificate number: 10039038

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