Multi channel project – reporting live from Mount Everest as Sir Ranulph Fiennes climbs.
Set up social news room at Everest Base Camp
Innovative early use of YouTube
Telegraph print media partner
ITN broadcast media partner
£3 million raised for Marie Curie Cancer Care
We designed and implemented the media strategy for Sir Ranulph Fiennes’s Everest Challenge for Marie Curie. To date Sir Ranulph has raised a staggering £15 million for charity.
His goal were not only to reach the summit of the world’s highest mountain, but also to raise £3 million for Marie Curie and highlight the essential care the charity provides.
The aim of the project was to use YouTube to live report the expedition from the mountain bringing the audience closer to the emotional highs and lows of the expedition.
We conceived and implemented this project when YouTube was in its infancy and Twitter and Facebook had yet to hit the mainstream - but we knew YouTube was going to change the way that audiences viewed and shared video.
Lessons learned producing this ground breaking project provided the foundation for our large-scale global storytelling blueprint.
It was an ambitious and challenging project that involved strategic planning, project management, editorial production including video, pictures and copy, building a microsite build, sourcing major sponsorship deals and media partnerships and producing and directing editorial coverage from Everest basecamp where we set up the first ever social newsroom on the side of the mountain.
We lived in a tent at base camp filming and filing daily video reports, photographs and blogs direct from the mountain to the microsite www.everestchallenge.org.uk (no longer live) and to our print media partner The Telegraph.
We filed each video via a satellite connection broken in small data packages. This method allowed us to get the video back to the UK where it was stitched back together and uploaded to YouTube.
Sir Ranulph was forced to turn back just a few hours before reaching the summit however Marie Curie still reached its £3million target and achieved front page newspaper coverage in the UK and around the world.