The challenge
The Golden Globe Race is the world’s toughest - 30,000 miles, 300 days, non-stop and alone. DHL partnered with 29-year-old Susie Goodall, the youngest and only female competitor.
The strategy
After researching and benchmarking the partnership, we negotiated the best possible rights for DHL, then developed and rolled out the activation strategy across both internal and external channels.
