A promotional campaign by shirt maker, Hawes & Curtis, has sparked an impromptu charity campaign at this year's MIPIM conference in Cannes.
Each of the passengers on the MIPIM flight, specially chartered by Manchester Airport's commercial property business, MAG Developments, was given an exclusive tie as part of a promotion to launch the new Hawes & Curtis store in Manchester's Trafford Centre, organised by public relations firm Roland Dransfield.
Passenger Stephen Chalcraft from law firm Pannone has tasked himself with wearing his tie all week in an attempt to raise at least £3,000 for Christies Cancer Research.
On the fundraising challenge, Stephanie Mullenger, business development director at MAG Developments, said: "Stephen hasn't taken his tie off from the moment he stepped off the plane and is determined to wear it all week! I saw him eat escargots with copious amounts of garlic butter for lunch and he hasn't spilt any on his tie yet!"
Chalcraft added: "The tie has gone down a storm! Lots of people are donating when they see me and so hope we will more than exceed our target. I'm already thinking ahead to next year and have asked Hawes & Curtis if they could let me have matching socks and underpants!"
Sarah Meese, from Hawes & Curtis, said: "I'm sure we will be able to organise matching socks and boxer shorts for next year's event. In the meantime, hopefully Stephen will be able to wear his exclusive tie back in Manchester, although it may need a clean!"