K2 expedition nets huge gains for dot-com

NEWS A dot-com CEO's brave expedition up Pakistan's treacherous K2 has tripled the company's sales. Michael Jackson, the founder of outdoor pursuits equipment site wildday.com, embarked upon an expedition to send the world's highest email - from 5,500 metres. K2 is the world's second highest mountain at 8,611 metres, and considered one of the most dangerous climbs. Although Jackson managed to establish a functioning office at this height, the record was never made official after tragedy struck. The party's guide, Sher Zaban, suffered a collapsed lung. Jackson decided not tell the rest of the world about his achievement, which was initially meant as a bit of fun. Jackson said: "I know I've sent the highest email but when the tragedy happened, I lost all interest in the possibility of marketing the achievement." Jackson had to carry Zaban on his back for 60 miles for life saving medical attention. In the meantime a media circus got hold of the story thrusting wildday.com into the limelight and subsequently trebling sales. K2 is the world's second highest mountain and Jackson is confident the interest his expedition has created credibility for his company. He added: "People won't forget what I've done, which is very significant bearing in mind word of mouth and repeat sales account for 52 per cent of our sales." Wildday has a turnover well in excess of £1m and an advertising budget of zero. For further information on the outdoor sports equipment site see: http://www.wildday.co.uk.