New recruitment campaign for novice explorers
Ocean Outdoor, the UK’s leading specialist out of home advertising company, have generously donated digital out of home advertising – worth £250,000 – to assist Ice Warrior Jim McNeill in his search for 28 novice polar explorers.
This is the first time that people have been recruited ‘off the streets’ to take part in a polar expedition.
The Digital Out of Home screen campaign, launched at Ocean Outdoor Westfield London’s Eat Street digital screen, will initially run for two weeks at premium sites in Birmingham, Manchester, Liverpool, Leeds, Newcastle and Glasgow with tailored messages for the people in each specific city. This is the first of several campaigns in the run up to the start of the expedition, officially titled ‘Ice Warrior’s Quest for the Northern Pole of Inaccessibility’, and will end on Monday May 4 2015.
The creative element at Westfield London is moving footage with the lines, ‘London Calling. Tired of the ordinary? Ready to be Extraordinary? The Last World First. Have you got what it takes to be a polar explorer? Text ‘ICE’ to 66777, www.lastpole.co.uk/London #LastPole’. Voyage Designproduced the campaign creative and the new www.lastpole.co.uk website.
The intrepid trek, led by Jim McNeill, starts in February 2016 and will involve 28 people skiing, trekking and even kayaking a combined total of 800 miles (1,300 kilometres) to the last pole – the Northern Pole of Inaccessibility – the point furthest away from any land mass. The trek is split into four legs and each recruit will spend 20 days on ice and cover approximately 200 miles (320 kilometres).
The Last Pole expedition is searching for people with a passion for the environment as participants will be involved in collecting data about the thickness of the sea ice. People will need to be fascinated by polar expeditions, prepared for endurance and team players. There is a rigorous selection process involving trials weekends and polar training in Norway.
As well as being a qualified firefighter, Jim McNeill, aged 54, from Ascot, Berkshire, is one of the world’s most experienced and respected polar explorers. His company, Ice Warrior, provides advice to TV production teams and media organisations.
He has a well-qualified team around him including Brands with Influence Worldwide who have set up a deal with the Discovery Channel who will film the expedition. The story of events will also be covered by a book deal established by a leading literary agent.
Jim McNeill said, “We want the most deserving people on this expedition, and there is no more diverse audience than people on the streets. The digital signage looks amazing and we are thrilled with the generosity of Ocean Outdoor.”
Richard Malton for Ocean Outdoor said, “We were struck by the unusual nature of the Ice Warrior’s recruitment drive and are delighted to support a ‘world first’ expedition.
“This is a one off-opportunity for the people of the UK to do something extraordinary. Ocean are proud to be able to support such an amazing adventure and know that our digital advertising network will inspire a variety of individuals across the UK to take part. We wish Jim McNeill the very best of luck with his recruitment.”