Rat Race Urban X-tremes
Rob Howard / 19.05.2005
The Urban X, part of the Manchester stage of The North Face Rat Race Series, was launched Wednesday in a style to suit the event, by organisers and sponsors launching themselves off a tall building!Passing city traffic was distracted by several figures lowering themselves off the 320 foot high City Tower in Piccadilly Plaza. The abseilers were Jim Mee (Chief Rat), Keith Bryne for title sponsors The North Face, Richard Leese, leader of Manchester City Council and Chris Oglesby, chief executive of Bruntwood key business partner in the event. (They own the building and are one of the largest private property companies in the north of England with over 70 office buildings in Manchester, Liverpool, and Leeds.)
The PR stunt was set up to launch the Rat Race and Urban X on a previously unsuspecting Manchester public. The race/event will take place on August 8th. Alongside the more familiar urban AR format of the Rat Race, the ‘Ariel Assault course’ will be included for professional climbers, and although the spectacular course will remain secret Bruntwood will be heavily involved and it’s a good bet their city centre buildings will be put to some unusual uses!
The North Face marketing manager Keith Byrne commented, “These competitive events are extremely unusual because such activities are typically associated with the remote countryside yet we are bringing all these elements into busy urban environments.
