DIARY: Harvard Centro revs up the Redbus for global trip

Demon Internet founder Cliff Stanford’s new firm Redbus Investments has hired Harvard Centro to promote a journey with a difference.

Demon Internet founder Cliff Stanford’s new firm Redbus Investments

has hired Harvard Centro to promote a journey with a difference.



Harvard pitched against Ketchum Life and Entrepreneur PR for the

six-figure consumer, business-to-business and corporate account, which

started last week.



A London double decker bus is going to be driven from London to the tip

of South America through deserts and mountains by a six-strong

international team.



The trip starts in October and covers 18 countries in eight months,

ending in Tierra del Fuego, Argentina. Harvard Centro will co-ordinate

an international PR campaign to launch the trip, regular en-route

briefings and a web site.



The journey is funded by a mix of sources, including corporate sponsors

and the sale to television networks of a documentary of the trip.



Redbus is also in talks with several major companies about sponsorship,

which could result in permanent branding on the side of the bus, crew

members wearing branded clothes and ’piggy-backed’ PR coverage around

the world. A previous trip in 1995 saw the organisers go as far as Hong

Kong.



The agency’s first mission is to help find an English member for the

team, which it proposes to do via radio and the national press. ’The

trip will be marketed as a unique opportunity,’ Harvard Centro managing

director Fraser Butters says.



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