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
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
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.