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Client:Scotland Public Partnership – Visit Scotland, Event Scotland and the Highland Council
Project: Adventure Racing World Championship 2007 |
The brief: In 2007 we staged the Adventure Racing World Championships as part of a 3 year media-return project for public partner organisations in Scotland. Working with Visit Scotland, Event Scotland and the Highland Council, our plan was to out a world-class adventure destination on the map by routing a world-class field of adventure athletes through the region. The “Wilderness ARC” was the event we designed to provide the platform and over a 2 year lead-in the ARC provided a 300 mile, 5 day long annual televised adventure race featuring Europe’s top teams, racing over the dramatic and unforgiving Scottish landscape. |
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| In 2007 this culminated in the World Championships for the sport. 50 world-class teams gathered in the shadow of Ben Nevis for a 7 day, 500 mile long spectacle, filmed as an hour-long feature length film on Channel 4 and distributed globally to over 20 networks. The route was audacious from the start. The action started on a remote Scottish island and featured the largest flotilla of seas kayaks ever assembled; paddling, ocean swimming, mountaineering, technical mountain biking, ropes traverses, abseiling, climbing and an entire traverse of the centre of the Scottish mainland by Kayak followed. The icons of Scotland stood tall throughout; Glen Coe, Ben Nevis, Loch Ness, the Aanoch Eagach ridge, the Isle of Rum, Beachaile Etive Mor, Knoydart and Rannoch Moor were all featured. Scotland was the stage. The adventure was epic. The legacy continues. |
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