Britain's Princess Beatrice launched the Virgin STRIVE Challenge yesterday (30.04.14).
The princess - the daughter of Prince Andrew and Sarah Ferguson - was joined by a host of UK celebrities at London's O2 Arena, including scientist Brian Cox, comedian Jack Whitehall and 'The Voice UK' winner Jermain Jackman to promote Sam Branson's ultra-endurance charity challenge.
The challenge takes place between 7 August and 6 September and sees a team of people - who scaled the O2 wearing harnesses and ropes - travelling from London to the summit of the Matterhorn in Switzerland.
A team of volunteers, including Beatrice, singer Ed Sheeran and chef Jamie Oliver, will assist the group in running, cycling, rowing and hiking to their destination.
The participants will be raising money for Big Change - a charity Beatrice helped set up - which aims to improve the lives of young people through developing life skills.
Speaking at the launch, Sam said: "I am incredibly excited to have created such a challenging event that will hopefully have such a positive impact on young people across the UK.
"It has been so rewarding seeing it evolve from an idea with my cousin into a massive and very real physical event that will cross three countries, five different sporting disciplines and contain over three hundred and fifty participants."

Britain's Duchess of Cornwall broke down into tears at her brother's funeral. The 66-year-old royal was joined by Prince Charles at the funeral for Mark Shand, a conservationist and travel writer, who died last week aged 62 after falling and hitting h...

'The Voice' reject Bob Blakeley thinks the show's judges picked "shoddy" singers over "good" ones.
Coaches will.i.am, Kylie Minogue, Sir Tom Jones and Ricky Wilson expressed regret for not turning around as the former cab driver gave a rousing performance of 'Cry Me a River' during the blind auditions of the latest series and Bob - who has had the last laugh by landing a record deal - believes they were "overcautious" in their selections.
He said: "I just thought they were overcautious, the judges, really. They let a lot of us go, good singers ... and let some go through, who to be fair, were pretty shoddy. They were flat when they were singing."
Despite not advancing in the competition, Bob has praised 'The Voice' staff for treating him like a "human being" after a bad experience auditioning for rival show 'The X Factor'.
He exclusively told BANG Showbiz: "I'd had a go at 'Britain's Got Talent' and 'The X Factor', and the last time I did have a go, I was treated pretty shoddily at 'The X Factor'.
"Me and my wife, we went to Old Trafford, and we got there at 10 o'clock in the morning and it was at about 10-to-10 at night that we got seen. I managed to get through to the next day, went in this room, and there was this young girl sat there - I'd say she was between 19 and 24, 25 - and as soon as I sang my song, she put her hand up. She said, 'I'm sorry, you're not what we're looking for.'
"'The Voice' people and staff treat you like a human being - they treat you like family, that's how good they are. Every single one of them treat you really well."
Bob has also warned that pop princess Kylie's departure from the BBC singing competition could be "detrimental" if bosses fail to secure another big star to replace her.
He added: "She's got her own business to take care of. But it will be detrimental to the programme - she's a massive, massive star. You've got to get a big name, they've got to be on the same sort of level as Kylie."
Bob's debut album 'Performance' is out on May 19.

'EastEnders' star Nitin Ganatra enjoys Masood Ahmed's "darker" side.
The soap star's beloved postman character will experience another downward spiral after discovering his girlfriend Jane Beale (Laurie Brett) has cheated on him with grieving ex-husband Ian Beale (Adam Woodyatt).
Jane breaks up with Masood over the phone and leaves Albert Square, resulting in Masood getting into a heated confrontation with Ian - who is still coming to terms with the death of his daughter, Lucy Beale.
Nitin explained: "She finished with him for her ex, as did Carol, as did Zainab ... so we're beginning to see a pattern here. Jane and Masood have had this ongoing love story - two people wanting to be together but can't."
Speaking about the scene between Ian and Masood, he added: "It took us all a bit by surprise, we read the script and we went, 'Ooh, that's a bit strong given the man's just lost his daughter.' I think the soaps stay alive if you keep the characters evolving. I had a lovely time playing a darker side of Masood, which was very well received. If characters become predictable they become stagnant and they don't evolve."
The 46-year-old actor also revealed that his legendary co-star June Brown - who plays Dot Branning - struggled to pronounce his character's name when he joined the soap.
In an interview with ITV's 'This Morning', Nitin quipped: "She went, 'Hi, I'm June Brown. So you're playing the character Masood ... how do you pronounce that?' And I said, 'Masood.' And she said, 'Oh, I'll never get that right. I'll call you Mazmood.' And that was it. She came up with the name Mazmood and it stuck."

Adam Garcia is returning to the 'Got to Dance' judging panel.
The Australian hunk will star alongside Kimberly Wyatt and Ashley Banjo on the latest series of the Sky One dance competition series.
Adam, 40, briefly left the show last year and was replaced by JLS star Aston Merrygold.
'Got to Dance' will see a major format shake-up for its fifth series as the three judges will each mentor teams of six dance acts in the competition.
Kimberly, Adam and Ashley will select their favourite acts from the auditions to compete on their teams and will coach them through the three live semi-finals and the live final in August.
Adam said: "I'm thrilled to be back on the 'Got to Dance' judging panel and can't wait to work with Kimberly and Ashley again. However, this year we're going head-to-head as we're picking our favourite acts to mentor. I'm so excited that for this year we'll be able to work so closely with our chosen dancers and really invest in every aspect of their act."
This year's auditions will move to The Roundhouse in Camden, north London, while the live semi-finals and the live final will emanate in front of a crowd of 6,000 at London's Earls Court Arena.
In a further twist, all three judges will take control of one semi-final show each, controlling everything from the choreography, styling, music and lighting used in the episode.
For the first time, the live shows will air across a single week on Sky One in August.
Davina McCall will once again host the competition.

Michael Jackson's 'Xscape' album will feature Justin Timberlake and Mary J Blige.
The Grammy Award-winning artists are just a few of the names set to appear on Epic Records executive LA Reid's upcoming project, which will unveil unheard tracks written by the late King of Pop prior to his death in 2009, including the single 'Love Never Felt So Good,' which was released today (01.05.14).
According to the music mogul's son Aaron Reid - who worked on the posthumous record - most of the recordings discovered were incomplete.
He told the New York Post newspaper: "Michael Jackson didn't trust anyone with his music. He stopped finishing songs. He had a whole bunch of material stored away. He had hooks. He had verses. Then we put it together."
Aaron described the project as an "amazing process" after getting the opportunity to work closely with executive producer Timbaland, and help his father LA to recruit producer StarGate.
He gushed: "Michael Jackson is my favorite artist of all time. With this project, I got to carry on his legacy and even contribute to it. There's nothing like it."
Timbaland's right hand man Jerome "Jroc" Harmon and Michael's long-time producer Rodney Jerkins are set to produce eight songs for the album which is released on May 13, while Guitarist Jesse Johnson - best known as a member of the Time - and drummer Questlove will also play on the album.

Bob Dylan's handwritten lyrics for 'Like a Rolling Stone' will be auctioned in June.
The 72-year-old star's scribbled ideas for the 1965 hit single are to be sold at Sotheby's rock and pop music auction in New York on June 24 and are expected to sell for up to $1 million, according to BBC news.
The lyrics, about a debutante who becomes a loner when she's excluded from upper-class social circles, are written on four sheets of paper that feature the letterhead for the Roger Smith Hotel in Washington, D.C, in the United States.
Dylan - who was just 24-years-old when he recorded the track - drew rough sketches of a fedora hat, a high heeled shoe and a bird alongside the verses, "How does it feel to be on your own" and "No direction home, like a complete unknown, like a rolling stone".
Richard Austin, head of books and music at Sotheby's in New York, said: "You can see how much work he put into it. There is a real feel of immediacy.
"Before the release of 'Like a Rolling Stone', music charts were overrun with short and sweet love songs, many clocking in at three minutes or less.
"By defying convention with six and a half minutes of dark, brooding poetry, Dylan rewrote the rules of pop music."
The legendary musician and singer-songwriter reportedly sold the lyrics to a friend and business associate three years ago who has now put them up for auction along with a note from Dylan's lawyer verifying their authenticity.

Arnold Schwarzenegger plays a "real guy" in 'Sabotage'.
The 66-year-old hunk, who is known for his action roles, hits the big screen as the commander of an elite squad of DEA operatives John 'Breacher' Wharton in the David Ayer-directed film, and insists he was attracted to the part because his character wasn't an "over-the-top action hero".
He told Digital Spy: "I think this is exactly what was appealing to me because he was like a real guy. He wasn't an over-the-top action hero. Also, he wasn't an action hero who was multidimensional but he was flawed. It's not the movie where everything is black and white and good against evil. But sometimes they cross the line, good crosses the line."
Schwarzenegger's role was physically demanding and his fitness routine helped him cope with filming the intense scenes.
He previously said: "I always have an hour in the morning of cardiovascular and then 45 minutes to an hour at night with the weights.
"It gives you the advantage when you have a crazy director who says, 'I want you to be in top shape, we are going to run up the stairs 50 times and break through the doors!'"

Marc Webb is curious about a Spider-Man and X-Men crossover.
The 39-year-old director - who recently helmed 'The Amazing Spider-Man 2' - addressed the idea of the web-slinging hero meeting the mutants after 'X-Men' producer Simon Kinberg insisted it would be "the dream."
Webb - who doesn't think it will happen any time soon - told MTV news: "[I] would be certainly curious about it.
"Certainly there's precedent in the comics for a crossover. I would love to see it as a fan."
Before he added: "I'm not in control of that."
Webb admits part of Spider-Man's appeal is his ability to overcome problems alone.
He added: "A big part of Spider-Man is him being alone and having to face the problems in the world and his own problems alone.
"That's part of what makes Spider-Man so great."
'The Amazing Spider-Man 2' recently hit the big screen with Andrew Garfield in the lead role of Peter Parker and Emma Stone starring as his love interest.

Ryan Seacrest debuted his adorable black Labrador on 'The Ellen DeGeneres Show'.
The 39-year-old TV personality - who split from Dancing with the Stars's Julianne Hough in 2013 following a two-year romance - decided get his own pooch after being left broken-hearted when former flames took their pets with them following the end of their relationship.
He explained: "I made a deadline with my other Ellen, Ellen K, who is on the radio with me because she didn't believe that I would do it. I had dogs in relationships and then they end and the dogs would go.
"So I decided, 'All right, I'm going to make this deadline with Ellen on the air and I'm going to meet the deadline.' This is my first dog, my very own dog."
Ryan didn't take her on the US chat show but had an image of the puppy to show the audience.
He explained: "She's not here but I have a picture of her dog. This is the first time anyone has ever seen a picture of my dog."
The hunk insists even before he met the dog he'd picked a name for her.
He claimed: "So she's not here. But her name ... the name I had the name before I had the dog. So I came up with a name and I got so excited about the name that I figured OK I have to follow through with the deadline and getting the dog. So I'm from the state of Georgia, so I named her Georgia."
Ellen was concerned about how Ryan was going to look after the pooch, since he has a jam-packed schedule.
She asked: "I'm so concerned about you having a dog. You're so busy. You're never home. Whose gonna raise that dog?"
He responded: "I'm going to bring that dog to work. Georgia is going to come to work with me sometimes. Not all the time, but sometimes."

Katherine Heigl's five-year-old daughter gave her parenting tips after they welcomed her sister Adalaide into the family.
The 35-year-old actress raises two children with husband Josh Kelley, who she married in December 2007, and her eldest child Naleigh "immediately" gave her parents advice on how to feed, change and swaddle little Adalaide, now two, when they adopted her in April 2012.
Speaking on US chat show 'The Talk', she explained: "She's such a good big sister. She is such a princess, and she loves babies and she loves playing little mommy. Right when Adalaide came to us - we got her when she was five days old - we flew home with her.
"Naleigh was immediately telling me how to feed her properly, that I wasn't putting her down for her nap properly, that I wasn't doing the swaddle right, and she was only three-and-a-half."
Katherine also revealed Naleigh is very generous and even sacrifices her own treats to make her little sister happy.
The '27 Dresses' star added: "She will give her treat up to make Natalie happy, she will give her her toy to make her happy. I'm really trying to foster that relationship because it's so special."

Demi Lovato says her bipolar disorder is a daily struggle.
The 'Neon Lights' singer has faced numerous hurdles in life, including battling an eating disorder, drug and alcohol addiction and self-harm, and she credits medication and positive thinking for helping keep her manic-depressive illness in control.
She told Cosmopolitan for Latinas magazine: "It's a daily thing. I treat it with medication. Not everybody does that, but for me it works. That's what works for me - medicating, checking in with people, being honest, and being grateful for things."
Demi, who was named 'Fun, Fearless Latina of the Year' by the magazine, claims her main career motivation is being a good role model for her younger sister, 'Desperate Housewives' child star Madison De La Garza.
She explained: "When I was younger, I needed someone in the spotlight to idolize, who stood for positivity and light and happiness, and wanted to change the world. And because I didn't have that, I realised, I want to do that, if only for my 12-year-old little sister."
The 21-year-old star proudly revealed her birthday last summer was a turning point in her life because she was happily sober for the first time in years.
She explained: "I was used to drinking and doing drugs on my birthday. I always imagined my 21st being a huge party where I'd get s**t-faced and go crazy. But I realized that there's so much more to life than that."