Alfa Romeo UK supports record attempt mountain climb

22 June 2010

Automotive firms always aim to extend their marketing campaigns into new areas, but it seems that Alfa Romeo has taken this to another level as the Italian marque is

Automotive firms always aim to extend their marketing campaigns into new areas, but it seems that Alfa Romeo has taken this to another level as the Italian marque is literally about to conquer new territories. Alfa Romeo UK will support an expedition by David Pagden, a British paralympian turned mountaineer, to scale the highest peak in Europe and break three records.

The carmaker will back Padgens team as he attempts to reach the first ever ascent of North Face, the first ever ascent of Mount Elbrus, and the first ever traverse of the mountain by a person suffering from cerebral palsy. The Mount Elbrus is an 8,510 feet high inactive volcano located in the western Caucasus range of Russia

Joining Pagden are television presenter and former rally driver Penny Mallory and Nigel Gifford OBE, a record breaking Mt. Everest veteran.

"I'm very excited about the expedition and can't wait to get onto the mountain. We have a very strong team so have an excellent chance of achieving the objectives and three records in the process", said Padgen.

"David's achievements are already exceptional, having become a Paralympian and World Champion in his chosen sport. He's an inspiration to us all", said Alfa Romeo UK Managing Director Andrew Humberstone.

"We wish David, Penny and Nigel the best of luck on this incredible record-breaking attempt", added Humberstone.

The event will benefit Right To Play, an international charity that uses play and sport programmes to enhance the development of children in areas of disadvantages.

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