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April 16, 2008
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Creative Travel becomes first Asian company to win SITE Crystal Award




Creative Travel (New Delhi, India) has been awarded Crystal Award by the Society of Incentive & Travel Executives (SITE) for the Most Outstanding Incentive Travel Program – Up to Three Nights, Under 200 Participants for their “Journey to Remember” program for Tetra Pak. Creative Travel is the first Asian company to win this highly coveted award.

SITE recognised the best incentive campaigns, special/motivational events and promotion campaigns at a 7 December ceremony during the organisation’s international conference in Monterey, California. The award was received by Rajeev Kohli, director of marketing for Creative Travel.

In 2006 Tetra Pak Pakistan won the much-coveted internal Market Company of the Year, surpassing companies across 146 countries. This award is considered a once-in-a-lifetime achievement and the company wanted an incentive program with a unique teambuilding experience to create a sense of belongingness and ownership among its employees.

India was selected as the trip destination and Tetra Pak turned to Creative Travel and its Pakistan partners, Gerry’s Tours, to design a once-in-a-lifetime event. As planning started, not so friendly relations between Pakistan and India nearly ended the trip before it began. But despite all official rhetoric and propaganda on both sides of the border, the team was determined to deliver the employees of Tetra Pak their earned reward.

Creative Travel developed an itinerary based on Tetra Pak’s motivation for traveling to India. The unanimous highlight of the trip was the welcome event that embodied the lively and vibrant Indian state of Punjab. An outdoor venue decorated with flowers, marquis, village market stalls and local performers recreated a traditional village atmosphere.

This program has become one of the most talked about trips in Pakistani business circles, and has set a benchmark for future trips between Pakistan and India. This achievement will open new doors and avenues for peace and will allow other travel incentives to operate due to a precedence being set.

Tetra Pak’s goal - to create team-building experiences and foster a sense of belonging and ownership – was undoubtedly achieved.


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