The Row To The Pole was a major expedition (sponsored by a whisky brand Old Pulteney), which navigated a rowing boat to the North Magnetic Pole at 78°35.7N 104°11.9W, the position certified in 1996. Its mission was to highlight the scale and pace of the retreat of the Arctic Ocean's floating sea ice. It is believed to be the only polar expedition to feature rowing boats since the crew of Sir Ernest Shackleton's row to Elephant Island off South Georgia in 1916, after his aborted attempt to cross Antarctica. The 450-mile journey took almost four weeks.