Challenge

Help organize Ann Bancroft’s attempt to be the first woman in history to ski across Antarctica. Publicize her expedition across the globe.

Solution

Haberman & Associates was there from the beginning, helping to hire the management team for yourexpedition, the for-profit company that planned and raised funds for Bancroft’s trek. The Haberman team facilitated the development of yourexpedition’s mission (celebrating the pursuit of dreams), vision and business plan and supported the selection of Bancroft’s skiing partner, Liv Arnesen. Haberman & Associates also conducted an international publicity campaign for the Bancroft Arnesen Expedition.

Results

Haberman & Associates’ public relations campaign generated 2.1 billion media impressions (Web, broadcast, print) worldwide, igniting a grassroots, international movement to celebrate the pursuit of dreams through Ann and Liv’s historic expedition. The team negotiated ongoing coverage agreements with the Associated Press and CNN (twice-weekly live updates from Bancroft and Arnesen aired on morning news, cnn.com and CNN International), which in turn resulted in hundreds of print and broadcast stories around the world. They also managed and negotiated live calls from Antarctica and/or in-studio interviews with NBC Today, NBC Nightly News, The Early Show, USA Today, Reuters, David Letterman, the BBC and NPR’s “Morning Edition,” among others. Publicity generated over 14 million hits in two-months on www.yourexpedition.com and helped encourage three million children to follow the expedition in 48 countries.

Feedback

Charlie Hartwell, former CEO of yourexpedition: “Haberman is more than public relations. They're marketers, writers, strategists, integrally involved with our business. I've never experienced anything like our relationship with Haberman.”

Ann Bancroft: “When I'm sitting in the interview seat, I find myself totally prepared and educated for that specific venue. Likewise, the reporter is already extremely knowledgeable about the subject and the focus. Thanks to Haberman & Associates, the basics are covered beforehand so we can talk to the heart of the matter.”