The British Army was on a mission. It was going to attempt to conquer Everest via the notoriously difficult West Ridge route. The expedition was an ideal means of letting potential recruits to both the regular and Territorial Army know that soldiers do more than just fight. Broadcasting the Everest West Ridge Expedition was a chance to reinforce the Army's strong commitment to training, teamwork and personal development whilst reaching out to a wider pool of potential recruits. Find out more...

The AFP was part of a multi-media campaign to promote teamwork and personal development and increase consideration to join the army and drive traffic to their site.