Adriana Brownlee

Adriana Brownlee, World record breaking mountaineer

Background
23-year-old mountaineer Adriana Brownlee officially became the youngest ever female mountaineer to summit the fourteen 8000m peaks when she topped out on Shishapangma (8027m) on 9th October at 08:01.
The summit also made Adriana the second official British climber to summit all fourteen peaks (and first British female).
Sway were contacted by Adri’s expedition team and family to celebrate her incredible achievement across the UK and internationally.

Brief
Sway PR were asked to drive as much awareness as possible in the media around Adri’s final climb and landmark of being the youngest ever female mountaineer to summit all fourteen of the world’s 8000m peaks.

Strategy
The campaign was split into two phases. The first was to invite media to do remote interviews as soon as Adri had arrived back into Kathmandu, in Nepal. This would entail the team at Sway PR arranging and scheduling interviews all managed from the UK, and focussing on top tier media.
The second was to arrange the first opportunity to sit down face-to-face with Adri when she arrived back into the UK.

Outcome
Having received the brief on Saturday – just days after the last summit – time was of the essence. The Sway PR team wrote a news release on Sunday, pitching it out to the media the following day.
After a focussed sell in to the media and key interviews secured, a landslide of media coverage started with The Times, The Guardian and continued covering many of the national news pages in the UK, and internationally.
In addition, BBC Breakfast, BBC lunchtime and evening news all covered the story in their news bulletins; Sky News, ITV all followed quickly after.
The resulting media coverage truly celebrated the achievements of Adriana Brownlee across the UK media.

A word from the client
Tony Brownlee (Adriana’s father) said:
“We’ve been truly overwhelmed by the amount of media coverage Sway have generated for Adriana. Absolutely blown away.
“They not only obviously have the right contacts, but were clear, focussed and driven to make this happen under a tight turn around.
“Throughout the whole process we felt that Adri was in safe hands and really well looked after,
“We couldn’t speak more highly of the Sway PR team and thank them for applying their skills to generating an extraordinary amount of media coverage.”