We came up with a stunt that was in keeping the Discovery brand and the subject matter of Everest. We enlisted Kataklò, an Italian acrobatic dance company, who put together a special performance in Piazza di Spagna, in Rome. They abseiled down the front of the Plaza Hotel with snow-themed choreography, a base camp, and a flag hoisted at the end of the show.

1,400,000 contacts.250,000 observers.This success has helped move the Discovery Channel onto the Sky platform in a relevant position.“An amazing and very lively media idea which was linked with the new channel's positioning (True Life) with great success” Varinia Nozzoli, Discovery Channel Italy.