Pole of Inaccessibility


So i wanted to grab the attention of the marketing team at PepsiCo’s Reading offices, not just anyone in the team but their Head of UK Marketing. If i just sent her a letter requesting a meeting it would probably be disregarded and thrown in the bin, never to be placed in her hands. Time to think outside the box, catch her eye, make her interested. So i hatched a plan and started to think outside the box. Two Lego Arctic men, some Lego board, one cocktail stick and a can of white spray later i came up with a letter stand….




Event:  Launch of Ice Warrior Jim McNeill’s Search for Ordinary People for ‘Last Pole’ Arctic Expedition in 2016 (http://www.lastpole.co.uk/)
Purpose:  Journalists and photographers invited to see the Ocean Outdoor Digital Out of Home site at Eat Street @ Westfield London and see the first on-screen invitation for new Arctic explorers.  Also to meet Jim McNeill, one of the world’s most experienced and respected explorers, plus his team.

Location:  The area immediately below the Eat Street @ Westfield Londondigital display location at http://www.oceanoutdoor.com/thegrid/within the grounds of the Westfield London retail centre at Shepherd’s Bush W12 7GD
What’s happening:
Ice Warrior Jim McNeill announces the worldwide search for ordinary people to volunteer for an extraordinary ‘Last Pole’ Arctic trek in 2016.
He and members of his team will be wearing polar clothing, with ski poles, skis and QAJAQ, a brand new purpose-built sledge which doubles as a kayak, required for covering sea-ice.
From 8:00-8:45 a new digital advertisement will run on the Ocean Outdoor screens, thanks to the generosity of Ocean Outdoor, a specialist in outdoor large-format media in prime positions.  It will also run on screens in Birmingham, Liverpool, Manchester, Leeds, Newcastle and Glasgow from Tuesday 21 April to Monday 4 May 2015.
8.00 AM Journalists and photographers invited to attend the photocall and witness show of the ten-second advert running in a loop until 8:45AM. Also invited to interview Jim McNeill.
8.45 AM  Further opportunities for interviews are available.
9:00 AM  Interviews complete.
About Jim McNeill

Jim McNeill is a professional explorer with over 30 years of experience in polar travel and 35 years of experience in expeditioning.
In January 2001 he conceived the idea of combining his professional rescue and polar expertise into a long term vision known as the Ice Warrior Project. 
Jim’s guiding, survival and logistics expertise is employed by BBC film crews in extreme locations and includes landmark series such as FROZEN PLANET, HUMAN PLANET, NATURAL WORLD and LAST EXPLORERS.  His reports for ITV News on the reality of climate change have been seen by audiences from around the globe.  Next year Jim plans to be the first person to walk to the Northern Pole of Inaccessibility, accompanied by ordinary people recruited on the ‘Last Pole’ search.
Find out more about Jim at http://www.ice-warrior.com/
About the Last Pole expedition
The Last Pole expedition is a quest for the Northern Pole of Inaccessibility, one of the four poles and one of the most significant points on Earth that is yet to be reached by mankind.  It is the furthest point from land on the Arctic Ocean.
Jim is searching for ordinary people to complete this extraordinary feat, in which valuable climate change data will be collected for analysis by leading scientists.
The Last Pole website is http://www.lastpole.co.uk/
Contact details:
PR representatives on site on the day:
George Murdoch: tel:  07834 643 977and email: george@famouspublicity.com
Tina Fotherby: tel:  07703 409 622 and email: tina@famouspublicity.com
Jim McNeill the Ice Warrior:  07775 651 471 or jim@ice-warrior.com
On Tuesday April 21 2015 (photocall at Westfield London at 8:00AM) the search starts for intrepid volunteers to participate in a scientific trek to the Last Pole(http://www.lastpole.co.uk/) – the Northern Pole of Inaccessibility, which has never before been reached.
The expedition, a flagship of project Ice Warrior (http://www.ice-warrior.com/) by Ascot, Berkshire-based Jim McNeill, one of world’s most experienced and respected polar explorers, will run from February to May 2016.
The search starts with a national digital out of home campaign across Ocean Outdoor’s premium network of locations, beginning in London (at Eat Street, Westfield London in Shepherds Bush) (http://www.oceanoutdoor.com/products/digital/eat-street/) – and continuing to be displayed in Birmingham, Manchester, Liverpool, Leeds, Newcastle and Glasgow, tailoring the message to the people in that specific city.
Former fireman Jim McNeill says, “We want to recruit ordinary men and women on this epic expedition, which will be the first polar trek to actively seek people off the street.  This is one of the most exciting, biggest and boldest expeditions of our time, and harks back to the golden age of polar exploration, when there were no experts.”
People who respond to the digital advertising will be asked to complete a questionnaire and then, if successful, will be invited to selection weekends in June and July, costing £245.  Candidates will then face further challenges and intensive Arctic training.
“I want 28 people aged 18-80 from all walks of life and who want to make history and a crucial contribution to science.
“Expeditioners will be measuring many sea-ice parameters and the data they collect will further the scientific community’s knowledge of how it disintegrates.”
The journey, including all training and kit, will cost around £20,000 per personand participants are required to have the characteristics and drive to fundraise this money.  The expedition will be split into four legs, each lasting 20 days.
Jim, who is 54 and has over 30 years of polar expedition experience, is passionate about opening up the Arctic scenery to those willing to participate. “People don’t need to be super fit.  Maturity helps, but the most essential thing is that people must be excellent team players.”
Ocean Outdoor has offered digital advertising slots nationwide, which will run at a range of times from Tuesday April 25 until Monday May 4.  Together with other campaigns running later in the year, their generous donation is worth £250,000 in advertising value.
“Until now, digital out of home has never been used for expedition recruitment, but the beauty of the platform is that relevant recruitment messaging can be targeted at individuals across the country simultaneously.  This is a world first for many different reasons.”
“Richard Malton from Ocean Outdoor, “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 hope that through our digital advertising promotion there will be a variety of individuals across the UK inspired to take part.”
The expedition will use a hybrid kayak-sledge designed by Jim and called a QAJAQ, which will serve as a vessel on ice, sea ice and water and double as a survival pod.
Would-be explorers should please visit www.lastpole.co.uk.  For information about Jim McNeill visit www.ice-warrior.com .  The expedition is being promoted on Twitter with the hashtag #LastPole.
Media information provided by Famous Publicity (all journalists welcome to attend photocall). For more information, please contact:
George Murdoch at george@famouspublicity.com or 07834 643 977.
Tina Fotherby at tina@famouspublicity.com or 07703 409 622.
Jim McNeill is available for interview.


There is a place deep in the Arctic where man has yet to reach. This place is at the very centre of the Arctic Ocean, the furthest point from any land mass; it is known as the Arctic Pole of Inaccessibility.

I’ve joined a team to get there – to be the very first humans to ever walk to the Arctic Pole of Inaccessibility.

Leaving in February 2016 the team, lead by Arctic explorer Jim McNeill, willmarch some 800 miles across one of the most harsh environments on Earth to reach our goal.

We will have to cross treacherous sea-ice which could open beneath our feet plunging us in to the dark waters of the Arctic Ocean. We will have to endure temperatures cold enough to freeze exposed flesh in a matter of seconds and we will have to be ever watchful for marauding polar bears.

To succeed, our preparations will have to be perfect with as little as possible left to chance. We will need to work as a team. We will need to be at a peak of fitness. We will need steely determination and we will need to call on tremendous reserves of character.

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