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The Webtel.mobi Intercontinental Challenge was part of a unique Principled Marketing campaign carried out by the global telecommunications company Webtel.mobi. It was the Challenge issued by Webtel.mobi for the first Intercontinental flight by man using jet-wings. Webtel.mobi’s strategy of Principled Marketing called for the brand to be integrated naturally into the event without overshadowing it or being the primary driver, to implement an event that would be inspirational for all who watched it or participated in it, and to provide the inspirational message worldwide via television, radio, and webcast free of charge. The entire event was conceived planned, implemented and managed by Webtel.mobi and its own management team, without the use of any third-party media or marketing agency. It interviewed, appointed, and managed 50 subcontracted specialist companies and entities in and from 13 different countries, which it simultaneously managed for the planning and implementation of the Challenge, in order to be able to carry out the event and broadcast it globally. Webtel.mobi also had oversight management over all aspects of the event — including contingency planning and safety planning — including emergency procedures and Search & Rescue procedures, which had to be implemented during the Challenge. The event became the most successful media and marketing event in history in terms of global coverage, with the Associated Press recording that up to half of the world’s …