Kate Leeming
The first person to cycle
to the South Pole
A Sponsorship Opportunity
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The Mission
Kate’s mission is to be the first person to cycle to
the South Pole
Kate Leeming is a renowned Australian athlete with a passion for exploration, education and
cycling. So far she crossed 4 continents and established 3 world records. She is well on her way in
becoming one of the finest pioneers of the 21st century.
The Purpose
Kate supports outreach and education
programmes
A fight against AIDS
Kate will use her South Pole venture raising money to support The Global Fund, which finances
medical programmes targeting HIV related diseases. Discussions are taking place with PRODUCT
(RED) and Charity Miles to design an effective marketing campaign for the fund raising.
Education for Leadership
Before and during the expedition, Kate will collaborate in a comprehensive e-learning leadership
course for children and young people. Using her teacher training she knows how to inspire young
people to aim high and turn dreams into reality.
This will be in collaboration with Intuitive Media Australia, a successful e-learning company that
reaches over 1 million students in English speaking countries. This educational angle will add
timeless value to Kate’s South Pole expedition.
The Outcomes
A multi-award winning documentary team will make sure that Kate’s story and your brand will
reach the widest global audience possible over the following channels:
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BBC World News TV series broadcast in over 220 countries reaching up
to 80 million viewers.
A global web based PR campaign supported through every possible social
media platform.
Professional e-Learning programme about leadership reaching up to 1 million students.
A fundraising campaign for the fight against AIDS in association with
The Global Fund, PRODUCT RED and Charity Miles.
Branding opportunities on clothing and web site.
Kate’s availability for PR and advertising.
Unique film and photo assets supplied en-route which can be used for a sponsor’s social
media campaign and advertising.
The Budget
Item
Expedition Logistics
(Longest route, 2 month expedition, including insurance and guide’s fees)
Snow Mobile Support
Training and Bicycle
Film Production
(TV series, Web videos, VNRs, EPKs, DVD & iTunes)
Web Communications
(Web design, mobile applications, e-Learning content)
PR and Marketing
(Promotion of social media campaign, fee for bloggers, publicists etc.)
Cost $US
500,000
220,000
100,000
500,000
100,000
80,000
Total1.5M
Motivation
Kate is a renowned and outstanding Australian
athlete with a passion for exploration, education
and cycling
So far she crossed 4 continents and established three world records. Now she is preparing for another
record-breaking adventure.
Her past accomplishments include:
1993 - first woman to cycle 13,000km across Russia from St Petersburg to Vladivostok.
2005 - a nine-month 25,000km bicycle expedition into Australia’s outback and deserts.
2010 - a ten-month 22,000km journey across Africa from Senegal to Somalia.
Passion for Cycling
The passion for cycling is ingrained in Kate’s family history since her great Great Uncle, William Snell,
cycled across Australia in 1897 to propose to his childhood sweetheart.
Dreams of Adventure
The sense of adventure really developed in primary school where she heard about the legendary
exploits of the Australian Antarctic explorer Douglas Mawson. He reached the Magnetic South Pole
in 1909. Mawson’s incredible feat of survival ignited Kate’s dream of breaking barriers herself and
traversing Antarctica by any means. At 12, her dream felt unattainable. However, everything changed
after she experienced cycling in the Saharan desert in 2009. Kate now knows she can tackle the
ultimate challenge of her childhood dream.
Enthusiasm for Education
The enthusiasm for education was always part of Kate’s nature. In addition, Kate’s mentor Robert Swan,
OBE, who walked to both poles - 1986 to the South and 1989 to the North Pole - encouraged her to
integrate an educational angle into everything she is doing.
Robert Swan taught Kate a key lesson: the ambition to reach excellence as an individual is fully
attained only when it is grounded in a broader context of social responsibility. Following that spirit
Robert evolved into a leading environmentalist. Kate has incorporated awareness about important
social and environmental issues into all of her projects, such as: humanitarian needs, sustainability and
education. She invests considerable time and effort into creating and running these social facets of her
expeditions. Her focus on these causes has strengthened her motivation so that she has been able to
complete any challenge or hardship that crosses her path.
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Purpose
Kate is currently developing two outreach and
education programmes that are good matches
for the Antartica expedition
Fight against AIDS
Kate gained harrowing insights into the ravages of AIDS during her 2010 African expedition. Now
she plans to use her South Pole venture and support The Global Fund, which finances many
medical programmes targeting HIV related diseases. Kate is talking with PRODUCT (RED) and
Charity Miles and designing an effective marketing campaign for the needed fund raising.
Education for Leadership
As a former teacher Kate knows that role models who inspire the young are essential in education.
Her goal is to have her groundbreaking efforts show the upcoming generation what it takes to aim
high and exactly how to turn a dream into reality.
Kate will develop an Internet based programme about leadership in collaboration with Intuitive
Media Australia, a highly successful e-learning company that reaches over 1 million students in
English speaking countries. This educational angle will add timeless value to Kate’s South Pole
expedition.
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Challenges
Extreme Hazards
Antarctica is nearly twice the size of Australia and is the coldest, driest, and windiest continent in the
world covered on average by 1.6km (1 mile) of ice. The surfaces under Kate’s bicycle will range from
solid ice to extremely deep drifts of powder snow. In addition, she will face dangerous crevasses in
the mountainous regions. Temperatures will range from -10C on the coast to -40C at altitudes of
up to 3400 meters. The wind chill will add a significant hardship to the already difficult challenge.
Historically, the temperatures have reached −89 °C (−129 °F).
A World First
Over the last decade several people have attempted to cycle to the South Pole but, so far, not one
person has succeeded. This is due to a number of factors, most notably inappropriate design, lack
of expertise and inadequate planning such as cyclists carrying too much weight. Kate has analyzed
the expeditions of these courageous adventures to determine why they failed. As a consequence,
Kate developed her own strategy, which includes having a supported expedition that is made up
of experts of the highest caliber. Not only will she not have to carry any significant weight but she is
surrounded with a remarkable and accomplished team. This strategy gives her a very good chance to
become the first person reaching the South Pole by bicycle.
Untested Bicycle Technology
Kate’s purpose-built bicycle is currently being designed and built in the USA specifically for this
challenge. Steve Christini of Christini Technologies (Philadelphia) is reconfiguring his patented
All-Wheel Drive system to accommodate the extra-wide forks, which will house 12cm-wide tyres.
Davis Carver of Carver Bikes (Maine) is designing the titanium forks and will build the bike to Kate’s
specifications. The wide tyres allow for maximum flotation while the AWD system gives the needed
added traction and power over the soft snow when it is required. Never before have these two
technologies been combined.
No Arctic Experience
Kate knows how to cycle across deserts in Australia and Africa but she has no polar experience.
However, she is putting her extensive knowledge and analytical ability to prepare her body and mind
for what is to come in the harshest climate on the planet.
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The Route
A decision about which route to take will be
made after Kate’s first polar training in March 2013
in Svalbard, Norway.
This is where Kate will test the brand new all-wheel-drive bicycle technology and she will also get a
feel for her capacity to perform in the extreme cold. These experiences will be weighed against the
logistical challenges and the budget.
The main routes include three options for cycling from the coastline to the South Pole:
The route from Patriot Hills (Union Glacier) is between 1100km and 1200km.
There is a shorter 650km route from Leverett Glacier that is a part of the 1450km “South Pole
Highway”, which connects the US bases of McMurdo on the coast to Amundsen-Scott at the South
Pole. These two routes are predominantly uphill and into the wind.
A third route, starts near the Russian base of Novo. The 2300km journey over Queen Maud Land
would begin with 300km of climbing to reach 3400 meters. After this point there would be a
predominant tail wind to the South Pole at almost 3000 meters. The main difficulties of this path
would be the extreme cold (-40C average) and rarefied air experienced at altitude.
Novo
A N T A R C T I C A
South Pole
Leverett Glacier
Patriot Hills
The Team
Kate Leeming: Adventurer/Cyclist
www.kateleeming.com
Kate is a proven world-class performer who has a track record in all aspects of organizing and
completing every one of her projects. On her previous expeditions she has cycled a distance that is
equivalent of twice around the world at the Equator.
Kate has three world firsts under her belt:
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The Trans-Siberian Cycle Expedition (1993) when she became the first woman to cycle
unsupported across the new Russia to aid the children of Chernobyl
(St Petersburg to Vladivostok).
The Great Australian Cycle Expedition (GRACE Expedition) in 2004/05, which included the
first bicycle crossing of the Canning Stock Route by a woman (1800km, 1000 sand dunes).
The 22,000km Breaking the Cycle in Africa expedition, where she became the first person
to cycle west to east across Africa in a continuous line (from Point des Almadies, Senegal to
Cape Hafun, Somalia).
The Australian and African expeditions were Official Activities for the United Nations Decade of
Education for Sustainable Development. In 2007 Kate published her first book, Out There and Back.
It is the story of her 25,000km Great Australian Cycle Expedition. A feature length documentary
and book about the Breaking the Cycle in Africa expedition will be available from mid-2013.
Eric Philips, OAM: Expedition Leader
www.ericphilips.com
www.icetrek.com
Eric is one of today’s greatest polar explorers. He has completed many ski and adventure
expeditions, including a 1995 ski/kite/kayak traverse of Greenland that won him an Emmy Award
for his film Chasing The Midnight Sun. He successfully traversed the world’s four largest icecaps.
In addition, he was the first Australian, together with companion Jon Muir, to ski to both the North
and South Poles.
Eric has since guided numerous commercial expeditions to both poles, including the 2011 North
Pole to Canada leg and the Antarctic leg of Pat Farmer’s Pole To Pole Run. In 2002 Eric skied to the
North Pole from Siberia, producing a film, Icetrek North Pole. Eric is the author of Icetrek: the Bitter
Journey to the South Pole.
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Claudio von Planta: Documentary Filmmaker
www.vonplantaproductions.com
Claudio is the filmmaker of the acclaimed motorcycle journeys Long Way Round and Long Way
Down with Star Wars actor Ewan McGregor and his co-rider Charley Boorman. Also, Claudio
is recognized as one of today’s most committed current affairs documentary directors. He has
won several prestigious awards including a 2006 Emmy nomination for Surviving Sudan, a
documentary about the plight of Darfur refugees.
Claudio is accustomed to working in the most challenging environments in the world: from the
mountains of Afghanistan to the jungles of New Guinea. He has never failed to complete a film no
matter what the circumstances. He is passionate about following extraordinary people, capturing
their stories and finding out what makes them tick. All this is part of his way to make the most
compelling and best films possible.
Phil Coates: Filmmaker, Polar & Mountain Leader
www.philcoates.tv
Phil is a highly multi-skilled adventure cameraman and fully trained mountain leader. He has an
enviable track record of working on assignment in extreme and challenging environments across
the globe from minus 52° to plus 48°C and to altitudes of 8,000m. Phil has worked on prestigious
productions such as Discovery International’s Everest Beyond The Limit, BBC2’s Blizzard Race To
The Pole, Channel 5’s Ice Break Heart and Challenge 8000 for Yorkshire Tyne Tees and Channel 4.
In 2011 Phil was commissioned to film and photograph The Catlin Arctic Survey, a multi-million
pound, multidisciplinary international scientific expedition that undertook important peer
reviewed science and at the same time delivered excellent brand exposure across key territories for
the expedition’s principle sponsor the Catlin Insurance Group.
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Training
Kate has surrounded herself with world-class
experts who will train her to the highest level
This rigorous preparation will give her the best possible chance to succeed with her South Pole
cycling mission.
In March 2013 she will embark on her first training session in Svalbard, Norway where she will meet
her entire support team. Expedition leader Eric Philips will be in charge. He will teach her the basics
of arctic survival and expose her to as many challenges as possible. Also, Kate will test her new
custom-made AWD prototype bicycle.
The documentary team, Phil and Claudio will extensively test their latest camera and
communication equipment. They will go through the drill of skidoo maintenance, set up camps,
organize the cooking and make sure they capture the best in stills and videos. Ultimately these
images and videos will aid in the further promotion of the expedition. Training sessions at
altitude in the Himalayas and in the cold of the Yukon winter in Canada or in Greenland are in
consideration.
Timeline
March 2013
Training in Spitsbergen / Norway
June 2013
Training in Greenland
September 2013
Training in The Himalayas/Northern India
December 2013
Start of bicycle expedition to the South Pole
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Media Opportunities
The media strategy is an integral part of
BREAKING THE CYCLE – SOUTH POLE and will
connect Kate and your brand, with a global
audience before, during and after her expedition
All media channels from web, print, radio and TV will be used to inspire, entertain and
promote the charitable and educational purposes of Kate’s mission.
TV Documentary Series
Breaking The Cycle – South Pole will offer a unique opportunity to discover not only the austere
environment of the Antarctic but as well the mindset of a visionary and successful explorer.
Kate does not perform her expeditions to make a specific point about gender. Her goal is to strike
a chord with both women and men. However, Kate is challenging stereotypes and shows that
women, too, can turn dreams into reality.
This film will capture far more than just stunning polar landscapes, penguins and Kate disappearing
into blizzards. The driving force of this film will be the narrative of Kate plus the comments, insights
and interactions with her highly experienced support team.
The focus will be on Kate’s motivation. We want to find out what makes her tick. Why does she
confront extreme challenges? What does she gain by putting herself through these really tough
experiences and how do her experiences relate to other people?
Kate’s past expeditions will offer true emotional and intellectual hooks that will best illustrate how
she connects her actions to the wider world. Also, the audience will experience the palpable drive
she has in pursuing her adventure challenge and her focus on education and charitable causes.
Kate’s struggle in Polar conditions will be combined with flashback footage from her 2009/10 Africa
trip and show how her interest in poverty alleviation and sustainable development led to amazing
encounters with impressive people who run effective NGOs. Such humbling experiences and
mutual support release a lot of positive energy and form the basis of Kate’s optimism. Her South
Pole film should inspire viewers to nurture their own compassion for the wider world and find the
courage to follow their own dreams.
The physical and technical challenges of Kate’s venture will also feature prominently in this film.
It will establish the complexity of her mission starting with the training and preparation for the
expedition. The support team will be an integral part of that story. The film will reveal insights into
logistics, camp management, technical challenges with latest camera equipment, charging issues
and skidoo maintenance etc. Uploading regular web video clips and blogs about Kate’s progress
also will be a daily headache.
This film offers many intriguing facets. The mix between Kate’s motivational psychology, her
physical survival struggle in polar blizzards and her interaction with the support team will
guarantee captivating viewing. It’s also an extraordinary bonus to work with a world-class support
team. All members are award-winning filmmakers in their own right. In addition, Eric Philips, the
expedition leader, is a highly accomplished musician. He plays the guitar and composes beautiful
songs.
BBC World News TV already has announced interest in broadcasting a TV series about Kate’s
Breaking the Cycle – South Pole story (see their letter of offer further on in this proposal). In 2011
they were thrilled with Claudio’s eight part Racing Green TV series where he documented the story
of an electric car world record (www.racinggreenendurance.com). The series was a great success
and the BBC is interested in broadcasting more of Claudio’s inspiring films.
BBC World News TV is one of the best global media brands in the world. It reaches audiences up to
80 million people and airs in most countries.
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Website with Blog and Video Updates
www.breakingthecycle.tv (under construction) will be the main platform to coordinate the online
communication of Kate’s expedition. There will be blogs, pictures and video clips to document
not only the preparation but during the expedition as well. The progress of the expedition will be
updated on an interactive map.
Mobile Application
A custom-made mobile application linked to the expedition website, will act as the communication
hub. The downloadable app will give regular updates about the progress of the expedition; a mix
of audio and video reports, images, trip statistics and a progressive map - as well as an opportunity
to donate to Kate’s chosen causes. The website will collate this information and will contain an
education section, information about the fundraising effort, the team and partners. The app and
website will be coordinated from a base in Australia. Kate is currently negotiating with PRODUCT
(RED) and Charity Miles to effectively target the fundraising effort.
E-learning Programme
Kate will develop an education programme about leadership in collaboration with Intuitive Media
Australia (www.skoodle.com). They are a highly successful e-learning company reaching up to
1 million students in English speaking countries. They will use Kate’s South Pole venture as a case
study to analyse the essence of success. The plan is to reflect on topics like goal setting, planning,
preparation, motivation, teamwork, social responsibility, environmental stewardship etc.
UN Promotion
Kate has a close relationship with the UN and UNESCO. They promoted her previous expeditions.
The UN chose her ‘Great Australian Cycle Expedition’ of 2004/5 and ‘Breaking the Cycle – Africa’
of 2009/10 as an Official Activity for the United Nations Decade of Education. UNESCO invited Kate
for presentations in Paris and Australia. It is very likely UNESCO will also support BTC-South Pole.
Speaking Engagements
Kate loves to talk about her adventures and, since 2005, has performed over 80 motivational
presentations. She is experienced and comfortable talking to a wide range of different audiences.
She has given talks at schools, corporations, government bodies, NGOs, international organizations,
interest groups etc. BTC-South Pole will lead to a new round of inspirational speeches.
Book
Kate is the author of ‘Out There and Back’, the story of her
25,000km Australian Cycle Expedition. She has also written
‘Breaking the Cycle – Africa’ about her journey from Senegal
to Somalia in 2009/10 (to be launched in August 2013 by
Vivid Publishing). Also, she will be writing a book about
‘Breaking the Cycle – South Pole’.
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Sponsor Alignment
Kate embodies the pioneering spirit - at it’s best
Kate has had to surmount huge hurdles during the realisation of every one of her groundbreaking projects.
She always finds solutions that lead to success by approaching each problem with a cool head and a
systematic and intelligent attitude. Kate also knows how to rely on teamwork, which will be essential for her
survival on the way to the South Pole and the promotion of her story to a global audience.
Breaking The Cycle – South Pole will promote values in the following areas:
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Inspiring people and communities to achieve their full potential.
Encouraging teamwork to attain higher goals and productivity.
Stimulating a CSR culture that alleviates poverty, supports education and protects
the environment.
As a first step Kate and her support team are looking for an Exclusive Title Rights Holder who wants to
benefit from all sponsorship opportunities. An early engagement of a major sponsor would guarantee the
most effective brand alignment with all Breaking The Cycle - South Pole activities and communications before,
during and after the expedition.
Exclusive Title Rights:
An investment of 1.5 million US$ will offer the following sponsor benefits:
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Association with a groundbreaking world-first expedition.
Branding opportunities with logos on clothing, equipment, website and mobile applications.
Association with a BBC World News TV series reaching 80 million viewers per week in over 220
countries followed by further terrestrial broadcasts, DVD sales and video on demand downloads.
Global PR campaigns on TV, radio, web and print.
Speaking engagement at press conferences, educational institutions and corporate events.
Collaboration on CSR level in fundraising for the fight against AIDS in Africa via The Global Fund,
Product RED and Charity Miles.
Unique Selling Points:
Kate’s multi-award winning support team has a phenomenal track record in expedition management and
world-class media production. They are able to:
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Deliver emotionally engaging stories and professional content from the most remote and hostile
locations on earth using latest camera and satellite communication technology.
Collaborate with brands and broadcasters to produce the very best documentaries, social media videos,
viral films, Video News Releases (VNR), Electronic Press Kits (EPK), photographs and branded content.
Collaborate with external and internal communication departments of sponsors to design the most
effective media campaigns before, during and after the expedition.
Build social media campaigns to engage with global audiences over Facebook, Twitter, blogs and
forums before, during and after the expedition.
Collaborate with HR departments to develop training programmes for employees.
Smaller Sponsorship Packages:
The total production budget of 1.5 million US$ could also be divided into smaller sponsorship packages but
the details of the various sponsor benefit levels haven’t yet been fully elaborated. Please contact the BTC-SP
team if you would like to know more about the following options:
Platinum: 1 x $500,000
Gold: 2 x $250,000
Silver: 4 x $100,000
Bronze: 10 x $10,000
Official Supplier
Official Service Provider
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BB C Glo ba l Ne
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1 Wood Lane Lo
Telephone +44
ndon W12 7TQ
(0)20 8433 2000
Fax +44 (0)20 84
33 3266
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explaining about K
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BBC World News
ad of Commission
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News Ltd
and www.bbc.com
/news
BBC Global News
Ltd, Room MC2B
6, Media Centre,
T: +44 (0)20 8433
201 Wood Lane, Lo
2014 M : +44 (0)
ndon, W12 7TQ
7710 344166
mary.wilkinson@b
bc.com http://www
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wide.com
BBC Global News
Limited is a subsid
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Registered Numb
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Office: 201 Wood
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on W12 7TS
Contacts
Project Management
Kate Leeming
Melbourne, Australia
Web:www.kateleeming.com
Email:[email protected]
Mobile: +61 (0)429 772222
Expedition Logistics
Eric Philips
Hobart, Australia
Web:www.ericphilips.com
Email:[email protected]
Mobile: +61 (0)429 772222
Media Production
Claudio von Planta
London, United Kingdom
Web:www.vonplanta.net
Email:[email protected]
Mobile: +44 (0)7785 330 616
Communication
Phil Coates
Cambridge, United Kingdom
Web:www.philcoates.tv
Email:[email protected]
Mobile: +44 (0)7890 599272
Videos
www.vimeo.com/channels/breakingthecycle