THE 777 CHALLENGE OVERVIEW

When is it?• The expedition begins on the 15th March 2009 and ends on the 22nd March. (8 calendar days, but 12

hours are offset crossing the international dateline). This is subject to increment weather patterns in Antarctica, which may result in a change in the start date.

Who is running?• Oliver Dudley, Stuart Kershaw and Chris Cuddihy.• All are proven extreme sport athletes and Guinness World Record holders in ocean rowing.

How is the expedition logistically possible?• The competitors are travelling from London to Punta Arenas, Southern Chile, where they will spend a

few days acclimatising. A military charter plane will then courier them to Antarctica to run Leg 1 and back to Punta Arenas to run Leg 2 in the same day. From here they will travel on a standard round the world ticket headed westward via Santiago. The team will have between 11 and 16 hours between touch down and take off for Leg’s 3 to 6, arriving back in London for a climatic finale on the morning of March 22nd. Sleep will be limited and sporadic, consisting mainly of short powernaps between flights.

THE 777 CHALLENGE OVERVIEW

What is it?• A world first: running 7 ultra 50km marathons on all 7 continents in

7 consecutive days.• www.7in7on7.com

What is the route?• Leg 1 Antarctica• Leg 2 Punta Arenas, South America• Leg 3 Los Angles, North America• Leg 4 Brisbane, Australia• Leg 5 Hong Kong, Asia• Leg 6 Johannesburg, Africa• Leg 7 London, Europe

THE 777 CHALLENGE OVERVIEW

When is it?• The expedition begins on the 15th March 2009 and ends on the 22nd March. (8 calendar days, but

12

Is it a World’s first?• YES. The challenge of normal marathons has been attempted by at least five people in the past;

most famously British explorer Ranulph Fiennes and running partner Michael Stroud were foiled by engine failure leaving the continent of South America and were forced to run their Antarctica leg on the Falklands Islands off the Argentine coast. No one has attempted the Ultra Marathon feat.

Why are they doing it?• The team recognises the massive potential to utilise this event as a springboard - through media

channels and a commissioned documentary - to raise money and awareness for their chosen charities Kids Company and Isaacs House.

MEDIA PARTNERS/PLAN

Telegraph TV / Telegraph Newspaper• Telegraph TV are taking daily footage of the event, and one piece is

scheduled to be in the main printed newspaper

ABC News• We are being interviewed mid way through the Los Angeles leg on Venice

beach. ABC have already shot pre departure footage, and we will be sending them more before the big day.

Current TV / Virgin Media• Current are shooting a 10 minute documentary to be aired on Virgin Media.

Other Media Channels• Because the challenge is a World’s first, an extreme test of endurance and

being attempted by novice / amateur runners, we believe there is a strong chance of other national and local media covering the story, especially with the correct PR channels in place.

MEDIA PARTNERS

Feature length documentary• There will be enough footage pre, during and post challenge for a feature length documentary.

Discussions are still ongoing with distributors and broadcasters.

PR Campaign• SBI Active/SBI will be handling a national and international PR campaign around the challenge

pre/during and post the event.• Leading the account will be Ryan Bowd, Head of SBI Active.• SBI/SBI Active’s PR clients include HSBC (Gold), John Smith’s (Grand National), The Mazda

London Triathlon, Sony Ericsson Run to the Beat Half Marathon, Adidas Eyewear (projects), Gatorade, Olympic and Non-Olympic Athletes amongst others.

TEAM LEADER OLIVER DUDLEY

Oliver Dudley biography• Oliver is 32 and lives in London. Having played competitive rugby union, the

pinnacle being England Student trials, he was forced to retire after breaking his neck in 2000. Being athletically minded, years of frustration drifted by until fate intervened in 2007 and he became a crewmember aboard La Mondiale. La Mondiale was making a world-record rowing attempt for the fastest ever unsupported Atlantic crossing. In December 2007 Oliver set off on the 3000-mile row with 13 other adventurers. They shattered the previous Guinness World Record, posting a time of 33 days and 7 ½ hours.

http://news.bbc.co.uk/player/nol/newsid_7190000/newsid_7195500/7195555.stm?b

• What made this all the more remarkable was the fact that Oliver’s very first experience of a rowing boat was just 4 months prior to departure. Coupled with this, he is a poor swimmer, and lists water as one of his biggest fears in life. The seed was sewn. So when the opportunity arose for Oliver to run 7 ultra marathons in 7 days on 7 continents, he jumped at the opportunity. Similar to the rowing, he started training only 4 months before departure, the longest he had ever run before this being a prep school cross country run….

THE PROPOSAL

The Content• Title Sponsorship of Challenge• Support PR campaign• Branded Clothing• Daily blog from the last month of Oliver’s training as well as the night after each run.• Real time Twitter feeds as he runs.• A GPS tracker to share Oliver’s real-time progress.• Interviews with press along the way and after final leg e.g. ABC News, Venice Beach, LA• Speeches after the event on subject of 777 and world record-breaking trans- Atlantic row.• Sponsorship references in Oliver’s forthcoming book ‘The Resilient Man’ which will include the story

from his successful Atlantic Rowing World Record Attempt as well as 777.

The deal• £25,000 title sponsorship fee• Supply of sponsor’s branded equipment.

SBI ACTIVE SERVICES – BRANDED CONTENT AND MEDIA

Digital: creation of digital platforms• Customer-facing programmes: e.g. retention and loyalty schemes

Media: • broadcast (AFP and made-for-TV content), advertorial and branded editorial content

Publishing: specialised print • Third party relationships: IMG Creative, IMG Media, Imaginate