Glenfiddich has launched a national advertising campaign across outdoor, press and radio as part of its sponsorship of the Walking With The Wounded (WWTW) South Pole expedition.
This is the whiskey brand’s second sponsorship of the WWTW expedition, having supported the team racing to the top of Everest last year.
Ahead of the 2013 challenge, it has launched a campaign with creative partner Captive Minds, which runs with the tagline ‘No Ordinary Race, No Ordinary Team’.
The activity, which breaks on 4 November, features all four members of the UK team – including right leg amputee Guy Disney, left leg amputee Kate Philp, double leg amputee Duncan Slater, and arm amputee Ibrar Ali – taking on the race to the South Pole.
The core image was shot during a training expedition on an Icelandic glacier, while the headline typography was created by overlaying satellite images of the breaking Antarctic ice sheet.
The campaign is set to appear on six and 12 sheet posters, London Underground 96 sheets, high profile digital sites in UK cities, as well as in press ads in national broadsheets and the Evening Standard. It will also hit the airwaves with a 30-second radio version on Absolute.
Media planning and buying was handled by The Village, who also negotiated a partnership with the Telegraph Group, which will see a series of human interest advertorials in the Sunday Telegraph and live news updates uploaded to the Telegraph’s online hub from the Team Glenfiddich camp.
The UK team, led by Prince Harry, will compete against other, ex-soldier teams from the US and Commonwealth, in a race to the South Pole later this month.
Additionally, on 17 November – the day Team Glenfiddich flies out from Heathrow – digital sites along the departure route and at Terminal 3 will display ‘Good Luck’ messages.