PRIMUS® PRESS INFORMATION
PRIMUS – 60th Anniversary of climbing Mt. Everest
Our up-most respect!
Sixty years ago, on 29th May 1953 , Sir
Edmund Hillary and Tenzing Norgay were the
very first humans to reach the top of Mount
Everest. Their pioneering accomplishment
has been a great alpine success and a
mountaineering milestone. For Swedish
stove manufacturer Primus it was also a
proof of its expertise and product
performance: Hillary and Norgay used a
Primus stove on their way up to the summit.
Mount Everest, the point at which the earth's surface
reaches the greatest distance above sea level (8848
metres), is also named “the third pole”. Thus, it is a
truly prestigious project to climb that mountain, but it
was even more so when the race for the first ascent
was on. When Edmund Hillary and Tenzing Norgay
eventually reached Mount Everest it could not have
been matching any better for coronation of Queen
Elizabeth II.: it was the morning of her enthronement on
2nd June 1953, when British newspapers announced
that a Commonwealth citizen was the very first to set
his foot on the summit…
A 1953 Primus advertisement even refers – not entirely
correct - Coronation Day as the date when Hillary and
Norgay stood up on the summit. Back then, slow
communication from Himalaya to London led to the widely held
belief that the actual peak ace was on that date. This underlines
the historical weight of the race to the Everest summit, not only
for alpinists. Being the first on the top was a question of national
honour!
However, the reputation of Primus’ gear had literally reached a
first summit: Sir Edmund Hillary and Tenzing Norgay trusted in
Primus stoves for the Everest expedition. Although they were
not the first explorers to rely on the Swedish brand, they did a
lot to strengthen the brand’s name. That even counts sixty
years after their success: the name “Primus” still claims a
pioneering role!
For further information, please visit www.primus.se
Media Contact Europe
KGK – Kern Gottbrath Kommunikation
Andi Lipp
+49 (0) 89–30 76 66-3
[email protected]
Media Contact Scandinavia
PRIMUS AB
Johan Sollenberg
+46 (0) 8–564 842 31
[email protected]
Season 2013
Please send us a copy
PRIMUS® PRESS INFORMATION
Season 2013
Please send us a copy
Media may download high-resolution digital data (300dpi; jpeg) from:
http://www.k-g-k.com/download/PRIMUS_Advert_Everest.jpg
About PRIMUS:
Swedish company Primus has
been creating products for
outdoor use since 1892. They
have been tested on expeditions
by such pioneers as Fridtjof
Nansen, Roald Amundsen and Sir
Edmund Hillary. Today, Primus is
known for its reliable, safe and
innovative products that make
people enjoy their outdoors
adventures – both big and small.
The focus is on creating
environmentally friendly, easy to
use and lightweight products.
Primus AB, based in Solna
(Sweden), is an independent part
of Fenix Outdoor AB. 90% of
Primus’ product range is sold in
more
than
70
countries
worldwide.
Media Contact Europe
KGK – Kern Gottbrath Kommunikation
Andi Lipp
+49 (0) 89–30 76 66-3
[email protected]
Media Contact Scandinavia
PRIMUS AB
Johan Sollenberg
+46 (0) 8–564 842 31
[email protected]