MTC

To develop a challenge to raise awareness and funds for Sport Relief and maintain and grow James Cracknell's position as a man who will push himself to the physical and mental limits to achieve and inspire.

MTC worked closely with the BBC & Sport Relief to develop the concept. We secured funding from Red Bull and Nokia and a media partnership with The Daily Telegraph. We appointed the event and logistics agency Detail Events to manage all aspects of the event delivery.

MTC created, designed and delivered - including finding and managing the funding, logistics and media exploitation - a record breaking 8 day row, cycle and swim from the UK to Africa.  The challenge raised nearly £400,000 for Sport Relief, delivered consistent national media coverage positioning Cracknell as an inspirational adventurer who will take on new and exciting challenges and was one of the highlights features of the live TV Sport Relief Broadcast.