This was a complex integrated campaign built around the Army’s 2006 expedition to climb Everest by the treacherous West Ridge. Specialist camera crews with the climbers fed a National PR push (including a partnership with Sky News) and innovative ‘reality’ advertising across a range of media – TV, radio, national press, outdoor and online – to drive people to the campaign website where they could follow the progress of the expedition day by day. The site used all available channels to involve the targeted 16-24 audience in the adventure and encourage them to consider the Army as an attractive and worthwhile career.