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27/10/2004

High & Wild organise spectacular ‘The Day After Tomorrow’ DVD launch

A leading UK adventure company is helping boost tourism to one of Europe's remotest areas, after organising and implementing an ‘Arctic Survival’ event to launch the DVD of ‘The Day After Tomorrow’.
High & Wild arranged for over 30 executives, television presenters and press journalists from around the world to re-enact key scenes from the apocalyptic movie on Øksfjord Glacier in Finnmark, a spectacular but little known region in the extreme north of Norway.
The event for Twentieth Century Fox recreated pivotal moments in the blockbuster, and helped build excitement ahead of the official DVD release. High & Wild's four-day Arctic Survival course, staged from a purpose built camp on the glacier, included crevasse rescues, snowshoeing, skidooing and ice coring - all designed to re-enact the perils of surviving a real ice age.
Each attendee was equipped with Arctic survival suits and slept in specially adapted Arctic tents, with High & Wild flying in over two tons of equipment in extremely hostile conditions to support the event.
The break was filmed and provided to the press as part of their involvement in the release of the DVD. Coverage has helped create exposure to nearly 100 million television viewers worldwide for The Day After Tomorrow and Finnmark.
Beate Juliussen, Marketing Manager of the Finnmark Tourist Board, said: "Our Arctic landscape has been beamed worldwide to potential visitors, and we have seen a rush of enquiries from event organisers and tour operators as a result.
"Following the success of High & Wild's programme we are planning an ecologically sound programme of overnight stays on Øksfjord Glacier, and hope to tap into a new trend of people wishing to 'live' their favourite films."
Nigel Gifford, High & Wild's Managing Director, added: "We're setting new standards for aspirational, memorable events. In the age of the DVD, people can go deeper into the scenes of their favourite films. For the events market, the next logical step is to provide real-life experiences in order to win worldwide awareness of, and support for, new products and releases.
"The industry must work harder than ever before to provide 'blow your mind' memories for its target audience. High & Wild is pioneering this process."
(GB)
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