Building on its existing incentive 'brand', Compaq launched a new Spirit of Adventure promotion to 11,000+ UK and Irish dealers. 

Internet technology was again pivotal in the communication, the recording of results and to keep participants updated on progress towards the "Ultimate Adventure". 

Weekly computerised random draws brought instant rewards, with weekly winners published on the special "Spirit" website, which dealers access via CompaqConnect, a restricted communication channel. 

The Arabian Adventure featured strongly as the graphical theme for website and posters, as well as heat-activated coasters, screen-mounted desert thermometers and other periodically mailed teasers. 

In addition to exploring Dubai city, sailing its creek and dining at the exclusive golf club, the top achievers were immersed in such Desert Adventures as sand-skiing, dune-driving in 4x4 Landcruisers, shooting, falconry and an exotic Bedouin desert camp evening. 

Their Ultimate Adventure was to drive a fleet of Maserati, Ferrari, BMW Z8, Jaguar and Porsche cars on a specifically designed route (with refreshment stops) across the Arabian desert and through the mountains to the Indian Ocean. 

The police in Oman closed a two-mile section of the 'Corniche' coastal highway, creating a private circuit for guests to test-drive the cars before being whisked back to the Arabian Gulf by helicopter. 

A fitting finale began with vintage Rolls Royce transfers to the exclusive Burj Al Arab for Ferrari-linked poolside cocktails followed by a high-speed elevator ride to the 47th floor for dinner at 'Al Muntaha' - Arabic for 'The Ultimate'!

Incentives