The Brief

Deliver media prominence for Virgin Money as title sponsor of Walking with the Wounded’s South Pole Allied Challenge

The Solution

Manage outgoing content and implement creative ideas to ensure significant value was earned


Captive Minds is a founding partner of Walking with the Wounded, the charity which raises funds for programs that look beyond the immediate medical care required for wounded soldiers as they transition from military to civilian life, enabling them to find new career paths after they have left the Armed Forces.

In 2013, Virgin Money became the title sponsor of the South Pole Allied Challenge. Under the patronage of Prince Harry, three teams of wounded servicemen and women from the UK, USA and Commonwealth, raced 335km to the South Pole. The UK team was led by Prince Harry, the US team by Alexander Skarsgard and the Commonwealth team by Dominic West.

As title sponsor of the expedition, Virgin Money required Captive Minds to manage the brand’s profile to ensure significant value return.

From the press launch conducted on Trafalgar Square through to the picture assets and content created and distributed to media during the expedition, Virgin Money was given significant prominence.

Captive Minds also helped deliver a creative strategy around the Endeavour Trophy – presented by Prince Harry to all three teams on the South Pole Allied Challenge.

The Endeavour Trophy will continue to be presented by Virgin Money on a bi-annual basis to celebrate the stories and achievements of ordinary people doing extraordinary things for good causes.

Results

Captive Minds reported on the results especially for Virgin Money for the South Pole Allied Campaign.

Brand Awareness:

  • Just under 500 million people were exposed to the Virgin Money brand worldwide.
  • In the UK alone, over 64 print, 127 broadcast and 560 online articles appeared directly referencing Virgin Money


  • The brand featured in all major UK news print and broadcast outlets multiple times including BBC, ITV, Sky, The Daily Mail, The Daily Telegraph and The Guardian.

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