This year we did it by turning real-world air-travel experiences into a winning rugby strategy, pitting real flight attendants against very real rugby players in a very entertaining manner. When your brand promise is to always go the extra mile, you do it with great personal service provided by staff who aren’t afraid to get dirty to get the job done.

The result? The event was sold out, with all available tickets and international air-travel packages snapped up in record time. And on the first day of the event – a work day which normally sees the lowest attendance of the three days – we saw the highest-ever attendance recorded for a Friday.