Mount Everest Ascent by 85-year-old British Woman - Worldwide Guessing Game Now Over

Mar 05, 2006, 00:00 ET from Mammut Sports Group AG

    SEON, Switzerland, March 5 /PRNewswire/ -- Cross reference: Picture is
 distributed via EPA (European Pressphoto Agency) and can be downloaded free
 of charge under: -
     "85-year-old British Woman to climb Everest - with her Dachshund, Daisy!"
 This story has been making headlines around the world in newspapers, internet
 chat rooms, on the radio and on news portals. It has been revealed that the
 plan by 85-year-old Mary Woodbridge from Great Britain is nothing other than
 an extraordinary publicity stunt by mountain sports specialist Mammut. The
 Swiss quality leader in technical alpine clothing and gear is causing a
 sensation in order to draw attention to the quality of its products. In a
 global viral and cross-media campaign, Mammut is warning mountain sports and
 climbing fanatics of the dangers of using its equipment, which, it cautions,
 is so good that it can cause loss of common sense - you only have to look at
 Mary, who bought herself a Mammut jacket and suddenly found herself wanting
 to conquer Mount Everest.
     The Story
     Mary Woodbridge likes to take her dog for a daily walk, and buys herself
 a Mammut jacket to keep the wind and rain off. This completely untrained
 lowlander suddenly gets it into her head to climb Mount Everest - accompanied
 by her Dachshund, Daisy, and without oxygen or Sherpas. She announced the
 completely dotty venture late last December via her website Her self-produced videos are especially worth
 seeing: they show her training with Daisy, her fans urging her on
 enthusiastically. To help bring her plans to fruition and raise the profile
 of her website, Mary Woodbridge asked a number of mountain sports goods
 manufacturers last January whether they would be prepared to sponsor her, and
 she has been getting hints and tips from users of mountain sports forums
 around the world.
     Global Guessing Game
     News of the 85-year-old's Everest venture has spread like wildfire and
 Mary Woodbridge, her plans and her amusing website have quickly become
 famous: media from around the planet all report on the crazy undertaking and
 the lunatic website. The mountain sports fraternity is in two minds: should
 the elderly lady's venture be applauded, or should the men in white coats be
 called? The comments posted on the forums around the world and at are great fun and show that the target audience has
 taken the dottiness of Mary Woodbridge to its collective bosom.
     Puzzle Solved
     The Mary Woodbridge phenomenon is what is known as a "mockumentary", a
 fictive story presented as if it were a documentary. "We chose this approach
 in order to reach the hardcore climbing and mountaineering scene, which is
 hard to get at using conventional advertising," explained Mammut Chief
 Marketing Officer, Michael Gyssler. "We are delighted to have been able to
 use the entertaining Mary Woodbridge character to demonstrate that our
 products are indeed so good that using them can cause loss of common sense."
     Visitors to are immediately made aware of
 Mammut warning notices, cautioning them not to emulate Mary Woodbridge:
 "Warning: Equipment this good can cause loss of common sense!"
     Mammut Sports Group AG
     Katharina Habermann Editor Public Relations / Web
     Mammut Sports Group AG
     Industriestrasse Birren
     CH-5703 Seon
     Tel.: +41-62-769-81-25
     Fax: +41-62-769-82-47

SOURCE Mammut Sports Group AG