The first game of Twenty 20 Cricket on Mt. Everest at 5,165m An Official World Record Attempt for Th

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The first game of Twenty 20 Cricket
onMt. Everest at 5,165m An Official
World Record Attempt for The Highest Ever
Recorded Altitude for a Field-Sport.
Reaching New Heights through Alliance and
Endeavour
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Do you

• Want to align your brand with one of the highest
  spectator audiences in the world?
• Want to inspire your staff, clients and contacts
  by becoming part of this world record?
• Want your brand to be seen by millions across the
  UK and the rest of the world?
• Want your brand to be part of a global PR
  campaign?
• Want to join a story of loyalty, endurance and
  endeavour to follow on a daily basis through live
  footage?
• Want to raise money for two worthwhile charities?
• Ultimately.
• Are you part of a pioneering brand, a forward
  thinking company that would like to become part
  of
• the British Exploration spirit, following in the
  footsteps of some of the worlds most renowned
• personalities. There is a new wave of British
  Pioneer everyday people who take that extra step
  
• to do something extraordinary.
• And finally.
• As Title Sponsor do you want a guaranteed an ROI
  of 3.5m AVE independently audited
• by the Chartered Institute of Public Relations
  for just an 85,000 investment?

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Contents

• What is The Everest Test
• Who is Involved
• The Audience
• Sponsorship Exploitation
• The PR Campaign
• Expedition Brand Messages
• Corporate Entertainment
• Timeline and Costs

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The Everest Test - World record attempt

• The Everest Test is.
• An extreme-altitude official Twenty20 cricket
  match, held at 5,165m on Mt Everest, that will
  set an
• official world record for the highest altitude
  ever recorded for a field sport.
• What does this mean?...
• This means over 40 players, umpires, grounds-men
  and journalists have already pledged 1,500
• each to cover the cost of their trip to the
  worlds highest peak, taking with them all the
  required
• equipment to prepare an official Twenty20 cricket
  pitch on Mt. Everest.
• The Aim.
• Through successful achievement of The Everest
  Test, to raise funds for two charities The
• Himalayan Trust UK and Sport Relief.
• Jake Meyer, The Youngest Briton to ever summit
  Everest comments In reaching the plateau of
  Gorak Shep, just above Mt. Everest Base Camp, the
  two teams will have to show a strong sense of
  team-work and commitment, loyalty and patience
  this World Record is achievable but requires
  excellent preparation and immense strength of
  character.

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The Pitch

• 5165m Gorak Shep
• Is the highest plateau on earth where an official
  game of cricket can be played, and one of the
  worlds most inhospitable environments.
• It is more than twice the height that FIFA will
  allow professional footballers to play due to
  health risks.
• Is the highest plateau in the world of its kind,
  it is therefore unlikely that this record will
  ever be broken.
• The Teams...
• Team Hilary will play Team Tenzing in this
  exciting battle of alliance and endeavour. Both
• teams will take 4 substitute players, as it is
  expected that some players will be forced to turn
  
• back before they reach Base Camp, due to altitude
  sickness.
• Participants will be exposed to the extreme
  effects of altitude. At this height the body
  absorbs
• only 66 of the amount of oxygen it does at sea
  level, consequently the resting heart beat is
• over 30 faster quite literally breathtaking!

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The Players

• Time
• Each player is giving their personal time to the
  preparation, organising, fund raising,
• training and for the event itself.
• Funding
• Each player is funding their own costs, and is
  committed to a monthly payment plan.
• Sponsorship money raised will be going to the
  charity partners, and will not be used
• to pay for the trip.
• Education
• Each player has committed to visit at least one
  UK school to inspire and talk to
• assembly groups about the challenges, the
  charities, the sponsors, cricket and the
• exceptional story of Sir Edmund Hillary and
  Tenzing. We will also be visiting local
• Nepalese schools and communities during the trek.

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• Gareth Wesley , 28
• Gareth, or 'Wes' as he likes to be known, is a
  strategic planner, working for
• agency.com advising IKEA, British Telecom and
  British Airways. Whilst Wes is not
• thinking up immersive campaigns for his clients
  he enjoys film and sport, and
• weekends away in the great outdoors. One of Wes's
  driving inspirations for leading
• this expedition has been his diagnosis of Epstein
  Barr Virus (chronic fatigue) last year,
• leading to 4 months off work. The Everest
  challenge has encouraged him to plan a
• proper recovery and fitness regime to ensure that
  he is strong enough to lead the
• expedition.  Wes is a natural strategist with a
  determined, passionate and kind
• character. The other team members will benfit
  from such a leader, drawing strength
• and encouragement from this young enthusiast.

Expedition Leaders
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Pioneering British Spirit

• Richard Kirtley Wright , 28
• Richard, or 'Kirt', is a brand manager for the
  asset management company 'Nice Group
• in London. It is Kirt's experiences in the
  Himalayas that are key for this project - having
• been to the Everest region twice already. Kirt is
  passionate about maximising the
• fundraising potential of the challenge of The
  Everest Test as a result of voluntary work
• he did in India, Nepal and in Thailand soon after
  the Tsunami, allowing him to see first
• hand the real difference that a good charity can
  make. Due to Kirt's love of the
• outdoors and treking/mountain experience, he is
  well placed to ensure the on-ground
• operations and 18 day trek run smoothly. Kirt is
  patient and calm with a steely
• confidence. He is a born communicator with a
  permanent positive mental attitude,
• ensuring that he is an ideal leader for such a
  trip.
• These expedition leaders can guide your brand
  onto the national news agenda encouraging
  millions of people to follow this expedition as
  it reaches its climax. Using the very latest in
  satellite broadcast equipment, live footage will
  be sent back to the UK for worldwide syndication.
• Can your brand afford not to be part of it?

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The Charity - The Himalayan Trust UK

• The Himalayan Trust UK
• Set up by Sir Edmund Hillary in 1960, the
  Himalayan Trust works to protect and
• preserve the environment and national parks in
  Nepal and to help alleviate poverty and
• sickness in the region. It supports local
  communities by teaching skills that can help
• them to overcome problems so they can provide a
  future living.
• The charitys emphasis is on preserving both
  local tradition and lifestyle, investing in
• education and building infrastructure and working
  on basic health and forestry
• programmes. The Trust only works on projects
  originating from a specific request by a
• local group or community, operating with minimal
  running costs and with an educated
• sensitivity to the Himalayan area. Only local
  people are paid by the charity. Chairman,
• George Band, was on the original successful
  expedition to summit Everest with Sir
• Edmund Hillary and Tenzing Norgay in 1953.

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The Cricket Audience

• Cricket is a global sport, with more than 1
  billion regular spectators worldwide
• Audience ABC1
• Twenty20 cricket has the highest growth rate of
  spectators in any of the three main cricket
  formats
• Twenty20 is credited with the rejuvenation of the
  sport
• Twenty20 cricket encourages both existing and new
  spectators
• Similar media outlets cover cricket and
  exploration the pioneering sports
• The Ashes is in England during 2009 so higher
  international focus on Cricket
• ICC is currently deliberating on whether to
  introduce cricket as an Olympic sport therefore
  highly topical.

Michael Vaughan The Telegraph Cricket Columnist
comments I am delighted to announce a
potential media partnership between The Everest
Test and The Daily Telegraph. We look forward to
receiving their daily updates and weekly
news.Good luck guys!
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Sponsorship

• Title Sponsor
• We are looking for one Title Sponsor to partner
  with The Everest Test. This means your
• company would become part of the title e.g. The
  Allen Overy Everest Test and would be
• mentioned in all press coverage of the
  expedition.
• Supporting Sponsor
• We do appreciate that cricket, adventure and in
  particular Mt. Everest are very aspirational
• and credible properties which many brands and
  companies would like to be involved with.
• The flexibility of the campaign, coupled with the
  opportunities therein, make it a viable and
• exciting marcomms tool for internal and external
  use. In light of this we leave an open door
• for any organisation that would like to be
  involved on a financial level with The Everest
  Test.
• The aim of this document is to outline the
  benefits and rights available to a Title Sponsor
• when partnering with The Everest Test.

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The PR Team

• Captive Minds Communications is considered the
  European leader in expedition-led PR
• coverage. Their past pioneering expeditions
  include
• The Arnold Son Trans Atlantic Arctic Expedition
  with Bear Grylls The Champagne
• Mumm Altitude Challenge with Bear Grylls and
  David Hempleman-Adams
• The Toshiba Trans Atlantic Challenge with David
  Hempleman-Adams
• The Cadburys Boost Polar Challenge
• Captive Minds quite simply generates media
  coverage of expeditions, using their wealth of
• knowledge in handling media-friendly images and
  footage from the most remote corners of
• land, sea, sky and ice.
• Please take a minute to watch the incredible
  press coverage showreels from their recent
• expeditions at
• www.captivelab.com/expedition

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Embracing The Audience

• Captive Minds understands that not only does
  national TV, radio and print press need to cover
• the expedition, but they embrace the use of
  digital communications to ensure that an audience
  
• is driven to an online portal before the trip
  departs.
• During the next 8 months Captive Minds will be
  working alongside all UK media and
• international press agencies to build global
  awareness for The Everest Test and driving these
• interested parties online to The Everest Test
  website.
• Once the expedition departs, the very leading
  technology available (the same used by
• embedded news crews in warzones) is used to feed
  back live images, interviews, footage and
• e-updates on a twice-daily basis.
• Sponsors will see a very clear rise in interest
  of The Everest Test from the moment the title
• sponsorship is announced. At the end of the
  campaign an independently audited report and
• analysis, featuring AVE and OTS figures will be
  sent to the sponsor alongside colour copies of
• all press coverage.

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www.theeveresttest.com

• All major recent expeditions have had leading
  online resources where interested parties
• can research in depth into the expedition.
  www.theeveresttest.com is no exception,
• built by one of the UKs leading Agencies
  (Agency.com) The Everest Test website
• allows interested viewers to probe as deep as
  they like into the trials and tribulations of
• being involved in this expedition. They too are
  made to feel part of history by following
• this expedition as a Twenty20 spectator.
• Additionally the social networking plug-ins
  available on the site encourage a number of
• different manners through which viewers can stay
  in touch.
• During the pre-departure campaign (e.g. November
  2008 April 2009) all media outlets
• will drive their captive audiences online to keep
  track of developments of the expedition.
• This encourages the media outlet to return to the
  story time and time again in the build
• up to the actual Everest Test match and the
  return of the players.

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www.theeveresttest.com
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Sponsorship Exploitation

• Using a combination of the below integrated
  campaign we can assure a significant R.O.I.
• The Everest Test will work closely with its Title
  Sponsor, working to best understand its aims and
• objectives, to maximise the success of the
  partnership. The Everest Test is in the final
  stages of
• signing up either Ben Fogle or Bruce Parry as the
  adventure patron and spokesperson, alongside
• David Hempleman-Adams MBE and Jake Meyer
  (youngest Briton to climb Everest) as chief
• supporters of the project.
• The PR Campaign
• The PR campaign will be broken down into
  different creatives depending on the timeline of
  the
• expedition Pre-Departure, Imminent Departure,
  Arrival in Nepal, On the trek, Arrival at Base
• Camp, The Everest Test, The Result, Departure
  from Base Camp, Arrival back in UK, Award of the
• Guinness World Record Certificate.
• Corporate Hospitality
• As Title Sponsor your company and clients will be
  invited to attend two corporate events in The
• Ashes Room at The Oval in London, home of Surrey
  County Cricket Club. This iconic room of
• British and international cricketing history will
  host your chosen guests alongside the expedition

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Expedition Messages

• Responsibly Reaching New Heights Through
• Alliance and Endeavour
• Harnessing Your Pioneering Spirit Through
• Teamwork and Partnership
• Making Ordinary People Achieve Something
• Extra-ordinary

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Media Partners

• One core organisation from each media genre has
  been contracted to cover the expedition from
• start to finish. They will receive
  behind-the-scenes exclusive information, images
  and footage in
• return for extended media coverage.

Circ 890,000
Listeners 6.1m
Unique Users 3.2m
Viewers 8.2m
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Pre-Departure PR (1 of 3)

• The Pre-Departure Campaign will feature the
  following activity
• Announcement of Sponsor Everest Test Launch
• As soon as you have come onboard as our title
  sponsor, we will undertake a photocall at a
• relevant and iconic London landmark. (e.g. canary
  Wharf Ice Rink), where a staged few balls will
• be bowled on the ice for the benefit of the UK
  media and international Agencies. It is likely
  that
• we will secure Ben Fogle, Bruey Parry, Jake Meyer
  or David Hempleman-Adams, all world
• famous explorers, to act as spokespeople for the
  trip and to affirm how physically challenging but
  
• exhilarating The Everest Test will be.
• We will aim to secure two national TV pieces from
  this launch, including BBC London and London
• Tonight (ITV). Alongside this we expect to
  secure considerable national and regional print
• coverage.

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Pre-Departure PR (2 of 3)

• In Training
• Each player, especially Captains, Umpires etc
  will be targeted by the PR team for the media
• value both nationally and within the local area
  (regional press).
• Additionally, Captive Minds has secured interest
  from the Hypoxia Training Centre at RAF
• Henlow, it is there that we aim to undertake
  another photocall and interviews as the team play
  
• cricket within one of the chambers. It is here
  that the dramatic affects of the lack of oxygen
  can
• be seen.
• Equipment Testing
• It is important to understand the effects of -30
  degrees on the cricket ball, as the Twenty20
• Everest Test must adhere to a strict set of
  guidelines to be considered a true World Record.
  We
• need to test the effects on the ball, bat and
  other equipment at such low temperature.
  Exclusive
• features, using the physics facility at UCL, will
  be fed to broadsheet newspapers.

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Pre-Departure PR (3 of 3)

• Equipment Testing (contd//)
• Likewise the more specific cricket-based websites
  will be interested to hear feature-led stories on
  
• the affects of a googly in the thinner air that
  surrounds Mt. Everest.
• Preparing for Departure
• Regional media (and London centric media) will be
  invited to see the final preparations of the
• players and the impact their imminent departure
  will have on their families.
• Team Departure
• National media will be invited to the airport to
  cover the departure of both teams as a group.
  The
• PR team will unveil the innovative equipment that
  will be used to transmit footage and images
• back to the UK and to update the website. Live
  demonstrations of the online equipment will show
• the level of complexity and effort the teams are
  going to to document their World Record.

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Live Footage via B-Gan

• The Everest Test will take along a professional
  camera crew and technical support team
• who are highly skilled in operating the latest
  B-GAN camera and satellite transmission
• equipment.
• The latest B-GAN equipment from Innmarsat will
  transmit newspaper and magazine quality
• images, alongside broadcastable footage of the
  trek to Base Camp and of course The
• Everest Test actual match.
• B-GAN equipment is the very latest technology
  used by all the national news agencies
• from war-zones and inhospitable climates across
  the globe.
• The Everest Tests knowledge and use of this
  equipment will bring their expedition to the
• screens of the worlds media within seconds of the
  actual event taking place. It is a
• credible, and well received manner in which to
  keep the media informed of the expedition
• and the individual story threads therein.

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On The Trek to Base Camp

• The Trek to Base Camp will inevitably result in
  some drop-outs from the teams, due to altitude
• sickness. It will be the responsibility of the
  team Captains to watch their players as they trek
  from
• Sea-Level to over 5,000mts. The drop outs and
  their stories will be fed direct to The Everest
  Test
• website where followers can pick up direct news
  feeds and images.
• Satellite phone interviews will be held upon
  request of the London-based PR team who will be
• garnering media interest as the expedition takes
  shape. Usually BBC Radio 5 Live requests daily
• updates from the team which are either live or
  pre-recorded. The Daily Telegraph also requests
• daily updates for their website and if worthy,
  the main paper.
• Upon arrival at Base Camp, the tossing of the
  coin, the inspection of the pitch and the
  alliances
• formed by the Everest summit teams will all
  create national broadsheet news coverage.
  Satellite
• phone interviews combined with BGAN-transmitted
  images and footage will provide high-res
• images for media and web use.

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The Everest Test

• The actual Everest Test will take place early in
  the morning to ensure not only the peak health of
  
• the players, but also so that the live match
  footage can be transmitted back to the UK in
  edited B-
• Roll packages which can then be sent to the main
  broadcast news stations across the globe.
• Interest will have been secured well in advance
  and the mechanics of delivering fresh Everest
• Test footage from the slopes of Mt. Everest will
  be tried and tested. The PR team will be at full
  
• steam here, securing sponsor-branded footage for
  national news use.
• Likewise the Press Association, national
  newspapers and other media syndication agencies
  such
• as Reuters of Associated Press (AP) will be fed
  images, interviews and updates from the Everest
• Test, culminating with the results at the end of
  the match.

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The Ashes Test

• The Everest Test players, comprising of Team
  Tenzing and Team Hillary will undertake an
  exhibition match during the lunch-break of the
  final Ashes Test at The Oval in 2009.
• Surrey County Cricket Club, have confirmed in
  writing that the two teams may play an exact
  rematch, be included in the days brochure and
  will be offered as spokespeople to the Sky Sports
  sofa show of the lunchtime highlights.
• This opportunity alone is worth global exposure
  it brings the quirky Everest Test right into
  line with the very highest accolades of the sport
  The Ashes.

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Sponsor Branding

• Branding
• Rights and sponsorship to The Everest Test
  expedition name
• Logo on all players kit and on the actual match
  wicket
• Website, our constant call to action in all
  communications
• Plaque at Gorak Shep, Mt Everest
• Match Trophy can be donated
• Branding of all events through pop up banners
• Rights to use event in internal and external
  communications
• 150 guest tickets to the departure and return
  corporate drinks parties,
• involving a world famous explorer speech
  and Everest Test highlights
• Post event company presentation from expedition
  leaders
• 6 over exhibition match at international match
  break at The Oval in August

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• Qatar Airways are sponsoring The Everest Test
  through the
• donation of all flights to and from Kathmandu.
• In return the Everest Test footage will be shown
  on in-flight
• entertainment systems, more exposure for your
  brand.
• Leading global digital agency, agency.com is
  providing full interactive
• communications support.
• Surrey Country Cricket Club, Official Cricket
  partner in
• making the game as competitive as possible and
  staging a
• rematch during the lunch-break of the final Ashes
  Test
• at The Oval.

Support Infrastructure
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Support Infrastructure Photography

• We will be creating limited edition premium
  quality photography books, capturing
  inspirational and memorable moments from
  throughout the expedition.
• We will be staging a post event exhibition of
  photography and event film footage in London,
  potentially at the famous 8 Club in The City.
• Photographer will be able to take briefing from
  sponsor regarding potential adverts.

George Powell is backed by Nikon (These are some
example shots from his Portfolio)
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Timeline

• This provides an initial outline of the key
  events and milestones. There will be ongoing
  marketing and continued PR which
• will take place throughout the build up to, and
  during, The Everest Test, and following our
  return to the UK.
• August Pre-expedition website launch
  (www.theeveresttest.com)
• October Full PR and marketing programme in place
  and ready for sponsor
• November Announce title sponsor and launch The
  Everest Test in conjunction
• Nov- Feb Full PR campaign driving awareness and
  followers for The Everest Test
• January Pre-departure corporate drinks in The
  Ashes Room at The Oval
• March Charity Event, London
• Fully interactive expedition website launched
  - multimedia, GPS tracking, video content,
  photo upload, live match footage stream
• April Team departs, The Everest Test World
  Record takes place
• May Corporate drinks and World Record
  certificate presentation

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Sponsorship Costs Campaign Evaluation

• The Everest Test is looking for a single title
  sponsor to take full ownership
• of the expedition.
• Title Sponsorship of The Everest Test is
  available to the sponsor at the cost of 85,000
  all
• inclusive. Your sponsorship fee will be simply
  broken down as follows
• Charitable donation 50,000
• Public Relations and Marketing Campaign 35,000
• (The charitable donation can be made direct to
  the charities for tax break benefits)
• The expedition expects to deliver an ROI of 3.5m
  AVE independently audited by the
• Chartered Institute of Public Relations.
• The Everest Test
• Responsibly Reaching New Heights Through
  Alliance and Endeavour

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Full list of base inventory for event ownership

• Title sponsorship of the event (i.e. the event
  name)
• The rights to both team names
• Brand colours as kit colours
• Front logo on all players kit
• Logo on the pitch wicket (artificial turf)
• Plaque at Gorak Shep, Mt. Everest
• Match trophy to be chosen and displayed at your
  office
• Full website branding the point of all driven
  interest
• Branding at all subsiduary events
• Rights to use expedition in external and
  internal marcomms plan
• Meet the teams drinks party
• Post-Expedition presentation for company from
  expedition leaders
• Rights to use footage from documentary
• Full access to all images, chance to brief
  photographer
• Team mascot can be branded
• Handover of world record certificate at informal
  evening event in London

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Contact details

• Alex Rayner
• Business Development Director
• The Captive Minds Communications Group Ltd
• The London Fruit and Wool Exchange
• 56 Brushfield Street
• London
• E1 6HB
• T 020 7 392 2665
• E alex.rayner_at_captiveminds.co.uk