Rescuing the 33 miners trapped underground in Chile has taken more than two months. During that time, reputations have been enhanced, new celebrities created, and global marketing opportunities exploited.

    The miners

    Their ordeal is likely, ultimately, to prove lucrative. The life stories of the 33 miners — 32 Chileans and one Bolivian — have become widely known during their time underground. Most will receive lucrative offers for TV appearances; perhaps films and books will be in the offing.

    They have reportedly agreed not to speak to the media about their experiences initially, and have asked a lawyer to draw up a contract to split equally all profits from their experiences.

    People involved in the rescue attempt believe Mario Sepulveda, the telegenic spokesman for the group, will be a star. He managed to compile video diaries of life underground that have been shown around the world. “I think I had extraordinary luck. I was with God and with the devil. And I reached out for God,” he said after he was freed.

    If they fail to become media stars, they need not worry because more than 20 firms have reportedly made them more than 1,000 job offers — including bulldozer drivers, mechanics, electricians and “risk reduction specialists.”

    More generally, union leaders hope the accident will help boost the image of miners in Chile. Analysts say miners were increasingly considered to be privileged, with high wages and hefty bonuses.

    The politicians

    In January this year, a right-wing government was elected in Chile for the first time. Billionaire President Sebastian Pinera has been determined to portray himself as a man of the people — and the mining disaster has afforded him the opportunity.

    He was at the mine Aug. 23 to announce that the men were still alive, telling TV cameras: “It will take months to get them out. It will take time, but it doesn’t matter how long it takes to have a happy ending.”

    He has been a constant presence, and was on hand at the final rescue, proclaiming the operation a “miracle.” His approval ratings have soared above 70 percent.

    But the president has been outshone by Laurence Golborne, his equally ubiquitous mining minister. Golborne has been at the mine almost constantly since August, briefing journalists with equal affability in Spanish and English. His approval ratings are said to be about 85 percent. His twitter feed has added 15,000 followers in the past week. Some commentators have already labeled him the most popular man in Chile.

    With Health Minister Jaime Manalich giving regular efficient briefings on the condition of the miners and down-to-earth engineer Andre Sougarret updating the media on the drilling operation, the government has managed to present itself as competent, charismatic and sympathetic. It seems many people in Chile have been won over.

    The companies

    Schramm Inc. describes itself as a “century-old Chester County, Pennsylvania manufacturer and global supplier to the hydraulic drilling industry.” The firm can have had few better publicity campaigns than the Chile mine rescue. Their machine — the Schramm T-130 machine, known as Plan B — was the second of three machines assembled at the site, but it proved more effective than the other two drills. The T-130 eventually bored the rescue shaft that was used in the rescue.

    Codelco, Chile’s state copper giant and the world’s top copper producer, also played a major part in the rescue. Analysts say it showed expertise and resourcefulness during the crisis.

    The organizations

    Football clubs are among the most prominent groups keen to send their support. Real Madrid sent signed shirts and invited the miners to a game in the Spanish capital.

    NASA sent a group of experts to help the rescue team advise the miners on diet and the psychological effects of spending long periods in isolation. (SD-Agencies)

Last man standing

FOR the trapped miners, there was little real hope they would ever be found.

Luckily, the 33 men had Luis Urzua.

Urzua, 54, was the shift commander at the time of the disaster and used all his wits and his leadership skills to help his men remain calm for the 17 harrowing days it took for rescuers to make their first contact.

Under Urzua’s leadership, the men stretched an emergency food supply meant to last just 48 hours for more than two weeks, taking tiny sips of milk and bites of tuna every other day.

It was no surprise then, that Urzua was the last of the 33 miners to leave the San Jose gold and copper mine after more than two months underground.

“We have done what the entire world was waiting for,” he told Chilean President Sebastian Pinera at the top.

Pinera greeted the foreman: “You have no idea how all Chileans shared with you your anguish, your hope, and your joy. You were an inspiration.” (SD-Agencies)

Unsung hero

MINE rescue expert Manuel Gonzalez volunteered his own life to be the first person down the shaft and the last man out.

Gonzalez, in his 30s, was strapped into the tiny capsule and lowered down to the 33 trapped miners.

With a pat on the back and a hug from President Sebastian Pinera, the Chilean had become the first human to try out the capsule and the first person to see the miners in their 69-day captivity.

The former professional footballer had vowed to be the last man out and he kept his promise after ensuring all the miners and five other rescuers had safely got out again.

Waving to the camera, bowing and then offering up a prayer, he then climbed inside the capsule and was then lifted to surface.

As he emerged to massive cheers on the surface, rescue colleagues jokingly asked if he had switched off the lights and made the bed, before helping him onto the ground.

He is a mine safety expert from Codelco, Chile’s copper giant.

(SD-Agencies)