Tour operator The Adventure Company has seen interest in Kilimanjaro trips rise since a group of celebrities scaled the mountain for Comic Relief 2009.

The Adventure Company received an average of 16 more options (provisional reservations) per day for Kilimanjaro trips – 10 times more than it usually gets – between March 10 – 19.

Traffic to its website increased by 27%, and it made 24% more bookings to the destination compared to the same period in 2008.

Interest in the tour operator’s trips to Kilimanjaro was further boosted by its pledge to donate £10 to Comic Relief for each customer quoting ‘Red Nose’ when making a booking.

The offer was valid until March 15, and was promoted via social networks, blog communities and PR.