| Date | Event | PR Activity | |
| 17/09/12 | Announcement | Press launch | |
| 28/09/12 | Cold chamber testing | Media Event | |
| 27/11/12 (approx) | SA Agulhas arrives in London | ||
| 06/12/12 | Launch event on SA Agulhas | Embargoed press release 4/12/12; Sell-in to nationals; Press conference; Photo shoot | |
| 06/12/12 | Ship departs (circa 1800hrs) | Photo and video | |
| 28/12/12 | SA Agulhas arrives Cape Town | Photo and video | |
| 31/12/12 | Media event | Embargoed press release 29/12/12; Sell-in to South African press; Photo and video | |
| 07/01/13 | SA Agulhas departs Cape Town | Photo and video | |
| 20/01/13 (approx) | SA Agulhas arrives Crown Bay | Press release; Photo and video; Sell-in to specialist media (e.g. marine) | |
| Jan-Mar 2013 | Ice Group Preparation | Image and video content posted on website (after BBC 1st refusal); Comments and posts on website from all Ice Group members; Possibilities of coverage subject to content | |
| 21/03/12 | Start of crossing | Embargoed press release 19/03/12; Sell-in to all mainstream media; Photo and video, plus posts from team on website and other social media outlets | |
| Apr-May 2013 | Journey to the South Pole | Website kept up-to-date and active; Wider distribution of hi-res images etc, subject to BBC rights | |
| End June/Start July | Ice Team reaches South Pole | Press release; Mainstream sell-in with photos and video content | |
| Jul-Aug 2013 | Off the Plateau, Leverett Glacier, Ross Ice Shelf | Website kept up-to-date and active; Wider distribution of hi-res images etc, subject to BBC rights | |
| 21/09/13 (approx) | Ice Group arrives at McMurdo Sound, completing the challenge | Press release and sell-in to national and international media immediately after BBC announcement; Coverage to feature messages of congratulation from high-profile figures e.g. HRH Prince Charles | |
| Post traverse | Collection of team and return to the UK | To be confirmed | |
