The Solution
• GSC planned and executed the launch event at Waterloo Pier on the 15th July 2008. Ribs carried photographers to get key shots of Lewis on the Thames in front of the Houses of Parliament
• GSC arranged numerous television and radio interviews from the 15th July onwards to create awareness and build buzz and excitement around the upcoming expedition
• GSC worked with strategic partners at Virgin to secure Sam Branson, another avid Arctic supporter to accompany Lewis on the expedition.
• GSC worked with the WWF’s climate change officer to ensure messaging was correct

Results
• Some of the best photographers in London attended the and seeded the images that GSC set up into the National newspapers
• There was pick up in the national newspapers and a stronger pick up on radio and online due to Lewis’ personality and passion coming across - a huge advantage
• Through working with Virgin, GSC set up interviews with GMTV pre the expedition as well as a daily blog of the expedition written by Sam Branson
• The Times of India and Environmental Times of India ran a daily log of Lewis’s experiences on the expedition
• GSC’s negotiations to allow ITN to accompany Lewis on his Arctic kayak meant that updates and reports on the expedition were broadcast nine times on ITV news as well as twice on CNN and on NBC international
• Reach for the expedition was 336,000,000+
• PR Value was in excess of £2 million (excluding ITN figures)