November 26, 2001 11:57

GO HIGHER!

Three planes will fly round Australia; Europe will be next...

GO HIGHER!
Dance music label MINISTRY OF SOUND is set to help scores of Australians enter the Mile High club.


The company is in the process of purchasing at least three planes from stricken Australian airline Ansett for use as 'flying nightclubs'.


Following Richard Branson's Virgin into the airline market, the label aims to
run return flights between Australian cities for weekend dance parties. The label has already contacted Madison Avenue's Andy Van and Aussie DJ Mark Dynamix to 'captain' the flights.


All business class seats will be removed and replaced with custom-built lighting and sound rigs.


Using the marketing slogan 'We Cruise a Little Higher', Air Ministry is hoping to be in the air by late January for the Australia Day dance parties on January 26.


Commercial brand director, Richard Mergler, said that Australia was being used as a test market: "We were already planning this for Europe, but when the planes became available following the collapse of Ansett it was fortunate for us. Flights will be priced at the budget end of the market to keep them within the budget range of a big weekend for the average person."


He said the planes will be in Europe by mid-year for the Northern Hemisphere summer. The label will not say which planes are being targeted or how much they will pay for the planes, as negotiations are continuing.


It is believed that the planes will be used for flights from the UK to Ibiza.

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