Capitalize wins PR and sponsor liaison brief for new Charley Boorman BBC Two series
 

Leading agency Capitalize has expanded its PR division with a challenging move into the broadcast sector. The agency won a four-way pitch to handle PR and sponsor liaison on behalf of TV production companies Big Earth and Elixir Films - the co-creators of Ewan McGregor and Charley Boorman’s epic motorcycle adventures Long Way Round and Long Way Down.

Capitalize will co-ordinate media activities across Big Earth’s portfolio of productions with immediate effect, focussing in particular on a campaign to promote the company’s latest project By Any Means, to be shown on BBC Two in the autumn. By Any Means will see gritty adventurer Charley Boorman travel from Ireland to Australia using any means of transport (other than commercial aircraft) to reach his destination, including steam train, cargo boat, dugout canoe and tuk-tuk. The epic expedition will offer an insight into the extraordinary people and cultures in some of the most diverse destinations in the world. Capitalize’s PR remit is to raise the profile of the latest expedition in the lead-up to the autumn BBC television series, and in preparation for a book and DVD launch prior to Christmas. Unseen Capitalize will continue to promote last year’s epic Long Way Down adventure, produced by Big Earth and Elixir Films, which will be broadcast with previously unseen footage on the National Geographic channel (globally) and Fox Reality (in the United States). Capitalize will also aim to further raise Charley Boorman’s   international media profile, as well as promoting Big Earth’s full portfolio of products. Capitalize Director, Alison Forth, was upbeat about the new appointment: “This is a fantastic new venture for Capitalize as the company expands its PR offering into new areas. By Any Means is set to be one of the most exciting TV programmes of 2008 and we look forward to positioning Big Earth at the centre of an ever-evolving adventure broadcasting sector. "They are a talented and passionate team of people – there is so much going on behind the scenes which we hope to be able to bring into the public eye.”