Volvo Ocean Race: Overview, Marketing, History

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OSKAR KIHLBORG 4 INTRODUCTION VOLVO – SPONSORING THE WORLD’S PREMIER OCEAN RACE Like any company approaching a multi-million dollar marketing campaign, Volvo had specific objectives and a clear idea of how the company wanted to achieve them. Their reliance on top quality, objective research has typified their approach to their sponsorship and shown a determination to ensure that it was entered into for defined and measurable reasons and that the results were specific and quantifiable. Having decided that they wanted to embark on a major sports sponsorship, Volvo commissioned Sports Marketing Surveys (‘SMS’) to conduct the quantitative and qualitative research to support their marketing strategy. The research, which is set out in detail in this document, looked first at the demographics of the sailing audience and compared it with Volvo’s own target market. Having established a close fit, they looked at the public perception of the race and matched that with existing perceptions of the Volvo brand and the values Volvo was seeking to strengthen its brand proposition. Further initial work involved looking at the potential of the race to reach that audience
through existing media coverage. Taken together, the Volvo Ocean Race started to take shape as the right vehicle for marketing the Volvo brand. Benchmarking exercises demonstrated baseline awareness of the race from which Volvo would later be able to measure the success of their media and communications strategies. One of the key decisions taken by the Volvo Ocean Race organisation was to have a media strategy based on bringing the event to a wider audience, whilst ensuring quality coverage was provided to the established sailing audience. To establish a wider audience, Volvo focussed on news programming in TV, radio, print and Internet whilst dedicated sailing programmes, predominantly on terrestrial, free-to-air channels ensured large, quality audiences. SMS conducted research for Volvo, both during and after the race, across 11 monitored markets. It focussed on five key markets (UK, France, Germany, Sweden and the USA) monitoring media and conducting interviews with audiences recruited via the Internet and random interviews on the telephone. Their findings emphatically supported Volvo’s media and communications strategy and the investment they made in the event. RICK TOMLINSON INTRODUCTION 5
Page 1 and 2: SHARING IN GLOBAL SUCCESS The Volvo
Page 3 and 4: Team SEB was a commercial success.
Page 5 and 6: In terms of media evaluation, the S
Page 7 and 8: The Volvo Ocean Race is a unique sp
Page 9 and 10: CONTENTS 2 INTRODUCTION 8 AUDIENCE
Page 11: GUIDO CANTINI INTRODUCTION 3
Page 15 and 16: ace, it is estimated that more than
Page 17 and 18: 60 50 40 30 20 10 0 THE VOLVO OCEAN
Page 19 and 20: ‘INTERESTED IN’ OR A ‘SAILING
Page 21 and 22: PATRICK ANDERSON, RICK TOMLINSON ME
Page 23 and 24: even where whole programmes were no
Page 25 and 26: 16 14 12 10 8 6 4 2 0 MEDIA RESPONS
Page 27 and 28: programme coverage and news. With t
Page 29 and 30: WWW.VOLVOOCEANRACE.ORG: A TOP 100 W
Page 31 and 32: RICK TOMLINSON MEDIA STATISTICS 23
Page 33 and 34: % of respondents 90 72 54 36 18 0 T
Page 35 and 36: 45 36 27 18 9 0 STRONG INCREASE OF
Page 37 and 38: 45.0 40.5 36.0 31.5 27.0 22.5 18.0
Page 39 and 40: 70 60 50 40 30 20 10 0 200 TO 300%
Page 41 and 42: 35 30 25 20 15 10 5 0 FORMULA 1 IS
Page 43 and 44: Direct Brand Exposure (hh:mm) 17:5
Page 45 and 46: PRINT MEDIA The written media remai
Page 47 and 48: % OF RESPONDENTS UK WAVE 1 AWARE NO
Page 49 and 50: CARLO BORLENGHI YACHT SPONSORSHIP 4
Page 51 and 52: STEPHEN MUNDAY/ALLSPORT CASE STUDIE
Page 53 and 54: WHY THE VOLVO OCEAN RACE? The Volvo
Page 55 and 56: INTERNET/INTRANET An intranet site
Page 57 and 58: CLIVE MASON/ALLSPORT CASE STUDIES 4
Page 59 and 60: RICK TOMLINSON 51 CASE STUDIES 51
Page 61 and 62: those intended for the SEB brand. T
Page 63 and 64:
CONCLUSION The companies conclusion
Page 65 and 66:
RICHARD MASON/ASSA ABLOY RACING TEA
Page 67 and 68:
were found on all of the world’s
Page 69 and 70:
advertising, but would instead rely
Page 71 and 72:
CONCLUSION 63
Page 73 and 74:
INTRODUCTION IT IS UNLIKELY THAT CO
Page 75 and 76:
over the side, and in spite of a fo
Page 77 and 78:
causing controversy with large crew
Page 79 and 80:
Prior to the start it was thought t
Page 81 and 82:
Among the fleet was Simon Le Bon’
Page 83 and 84:
Despite the dramas, nothing could d
Page 85 and 86:
The victorious W60 was Yamaha, skip
Page 87 and 88:
It was not until a third of the rac
Page 89 and 90:
The Southern Ocean lived up to its
Page 91 and 92:
THE OBJECTIVES REDUCE THE COSTS FOR
Page 93 and 94:
THE NEW BOAT DESIGN Innovation has
Page 95 and 96:
push their boats to the limit and i
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