Cruising Free
The Record-Breaking Atlantic Row
Challenge
Four women from Pembrokeshire set out to row 3,200 miles across the Atlantic. Not only did they complete it – they made history. 70-year-old Janine became the oldest woman ever to row an ocean, and Sophie, who has cystic fibrosis, became the first person in the world with the condition to complete the challenge. Their mission? To raise awareness and funds for Cystic Fibrosis Trust, Paul Sartori Foundation, and Emily’s Entourage.
We needed to drive media momentum for this extraordinary journey, securing UK-wide coverage before, during, and after the race to maximise visibility and fundraising efforts.
Solution
A strategic three-phase PR strategy:
Pre-race anticipation: We created buzz through compelling human-interest angles and pitching interview packages to top-tier media, giving journalists exclusive access to the rowers’ preparations. Sophie’s story became a powerful cystic fibrosis awareness moment, securing exclusives with LadBible and BBC. BBC Woman’s Hour amplified the team’s mission with an in-depth interview just days before launch.
Live race updates: Regular media engagement kept the story alive, with real-time interviews while the ladies were at sea on BBC Radio Wales and ITV Wales at Six.
Post-race impact: As the team crossed the finish line in Antigua, we secured major features in BBC, ITV, Take A Break, Yours, and BBC Woman’s Hour – celebrating their incredible achievement and keeping fundraising efforts front and centre.
Results
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36 pieces of coverage – and counting.
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Over 12 million PR reach – and counting.
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Hero coverage on BBC Woman’s Hour, BBC Online and ITV.
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60% increase in social media following.
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Over £20,000 raised for charity – final total still pending.
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Two world records broken.