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Army on Everest

COI / Army

Issue 2 | July 2008

Background

The British Army wanted to tackle Everest the hard way - by the West Ridge. The brief was to use the resulting media attention and PR noise to make potential recruits more aware of the range of jobs and opportunities in the Army, to make them think differently about the army and to create a halo effect around other recruitment campaigns. The key aim was to establish and reinforce the thought: ‘The Army could offer me a fulfilling career and a lifestyle outside of the everyday’.

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