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Basecamp press release - Mammut

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<strong>Mammut</strong> Sports Group AG<br />

<strong>Basecamp</strong> <strong>press</strong> <strong>release</strong><br />

Seon, August 2011<br />

Photo: Robert Bösch<br />

The Biggest Peak Project in history has begun<br />

The arithmetic sounds simple: 150 years of <strong>Mammut</strong> makes 150 peaks. For the Swiss<br />

mountain sports specialist it is the largest peak project ever. The kick-off for this<br />

ambitious peak project took place on the Jungfrau on 3 August, on the 200th<br />

anniversary of the first ascent. Many prominent figures responded to the heritage<br />

brand’s call.<br />

Together with top international mountaineers, they launched the biggest peak project ever<br />

with the starlight ascent of the Jungfrau (4,158 m) – and in so doing paid tribute to the<br />

anniversary of one of the most beautiful and best known of the Swiss 4,000 m peaks: The<br />

Jungfrau peak was first scaled on 3rd August 1811. A host of prominent figures from politics,<br />

business and sport climbed the Jungfrau peak along different routes, including:<br />

Contact<br />

Harald Schreiber Public Relations<br />

<strong>Mammut</strong> Sports Group AG Tel. +41 (0)62 769 81 25<br />

Industriestrasse Birren Fax +41 (0)62 769 82 47<br />

CH-5703 Seon harald.schreiber@<strong>Mammut</strong>.ch<br />

www.<strong>Mammut</strong>sportsgroup.ch


<strong>Mammut</strong> Sports Group AG<br />

<strong>Basecamp</strong> <strong>press</strong> <strong>release</strong><br />

Seon, August 2011<br />

- Top international mountaineers from the <strong>Mammut</strong> Pro Team Dani Arnold, Stephan<br />

Siegrist and Denis Burdet<br />

- Marie-Gabrielle Ineichen-Fleisch, Director of the Foreign Economic Affairs<br />

- Directorate SECO<br />

- Heinz Karrer, CEO Axpo Holding AG<br />

- Urs Kessler, CEO Jungfrauenbahnen (Jungfrau railways)<br />

- Ernst Kohler, CEO Rega<br />

- Andreas Meyer, CEO SBB, Schweizer Bundesbahnen (Swiss railways)<br />

- Axel Teichmann, German cross-country skier and twice world champion<br />

They started from the <strong>Mammut</strong> Anniversary <strong>Basecamp</strong> on the Jungfraujoch (3,471 m),<br />

where 150 red expedition tents formed the basecamp for the anniversary expedition.<br />

Enthusiasm for mountaineering and a celebratory spirit swept over the distinguished<br />

summiteers. “The experience this morning - on the exact day 200 years after the first ascent<br />

- of standing on the Jungfrau peak and at the same time kicking off <strong>Mammut</strong>’s wonderful<br />

project, was simply mind-blowing,” summed up Heinz Karrer, CEO of Axpo Holding AG.<br />

The highest photo shoot in the company’s history<br />

In addition to the key figures, the 40 international mountain guides, who will be responsible<br />

for safety on the 149 trips to come, also gathered in the basecamp on the Jungfraujoch.<br />

Together with some 40 media professionals from all over the world they spent two days in<br />

the high alpine mountain landscape in preparation for the coming months. After their<br />

departure, however, the 150 tents were far from empty. Rather, 230 end users from 18<br />

countries gathered for three days for the biggest and highest photo shoot since the launch of<br />

the 2008 <strong>Mammut</strong> photo campaign. The result of the shoot will be published as an advert<br />

from autumn 2012, but can already be admired at the next Ispo.<br />

Images, films and articles on the action are available for download using the following link:<br />

www.<strong>Mammut</strong>.ch/photo<strong>press</strong>.<br />

Contact<br />

Harald Schreiber Public Relations<br />

<strong>Mammut</strong> Sports Group AG Tel. +41 (0)62 769 81 25<br />

Industriestrasse Birren Fax +41 (0)62 769 82 47<br />

CH-5703 Seon harald.schreiber@<strong>Mammut</strong>.ch<br />

www.<strong>Mammut</strong>sportsgroup.ch

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