From organizational development to global movement
In 1998, Ann Bancroft asked Fred and Sarah Haberman to help her organize and publicize her attempt to achieve her childhood dream: to be the first woman to ski across Antarctica. Though more than a decade has passed since Ann accomplished her goal, Haberman storytellers consider her expedition a foundational case study in how the firm’s organizational development background and media storytelling skills combined to make this pioneering event an international hit. Initially, Haberman helped hire the first employees for the expedition and facilitated the development of its mission, vision and business plan. In the weeks leading up to the journey, during the expedition itself and afterwards, publicity generated by Haberman generated more than 14 million hits on www.bancroftarnesen.com and 2.1 billion worldwide media impressions. Three million children from 48 countries followed Ann Bancroft and Liv Arneson as they crossed the continent.
Haberman negotiated coverage agreements with the Associated Press and CNN. The Today Show (NBC), NBC Nightly News, The Early Show (CBS), BBC, USA Today, Reuters, David Letterman and NPR’s “Morning Edition” are a sampling of media who received coveted live calls from the ice and/or in-studio interviews.
A Mobile Classroom for Students Everywhere
During the history-making, 94-day traverse, Ann Bancroft and Liv Arnesen covered 1,171 miles pulling 250-pound sleds.
Teamwork on the Ice and in the Office
“Haberman was always more than media relations,” said Charlie Hartwell, former CEO of the expedition. “They worked as marketers, writers, strategists, integrally involved with our business. I’ve never experienced anything like our relationship with Haberman.”