Volvo Ocean Race: Overview, Marketing, History

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10 AUDIENCE PROFILE A large amount of data has been collected from the Volvo Ocean Race website, where users were surveyed by SMS in order to gain some insights into the dedicated follower’s lifestyle. Apart from sailing, Sailing Enthusiasts follow a range of sport in the media. For the most part, they follow ‘fast sports’ such as Formula 1 and motor racing, as well as football. Those interviewed also participated in non-competitive outdoor sports such as jogging and mountaineering; golf and tennis were also well represented. As one might expect from an audience with significant disposable income, a high proportion of the target audience drive luxury cars. Our Internet research indicates that the audience is tuned into modern technologies. 91% of respondents are mobile phone owners and over 14% of them were WAP subscribers. Across Europe, 74% of respondents have satellite TV at home; this represents a considerably higher proportion than the research agency’s 50% of the representative sample group as a whole. Sailing Enthusiasts are heavy users of the Internet, with well over 50% visiting the Volvo Ocean Race website at least once a day. This compares with a representative sample of Internet users, amongst whom intent usage is far lower, with most visiting a website on a weekly rather than daily basis. TARGET AUDIENCE 2: ‘PEOPLE INTERESTED IN SAILING’ ‘People Interested in Sailing’ is a larger group of predominantly ABC1 socioeconomic grouping, well-educated with high disposable incomes. In the UK they are more likely to be based in London and the south of England. In terms of the gender split, it is interesting to note that People Interested in Sailing are more evenly distributed between the genders. Nearly 40% of women make up this group as compared with only 17% of women who class themselves as Sailing Enthusiasts. The age of People Interested in Sailing is more evenly spread, with greater representation in the 15-24 age group than the Sailing Enthusiast – suggesting a slightly younger audience.
‘INTERESTED IN’ OR A ‘SAILING ENTHUSIAST’, THE DEMOGRAPHICS ARE IMPRESSIVE PEOPLE INTERESTED IN SAILING SAILING ENTHUSIASTS SEX MALE 61 83 FEMALE 39 17 AGE 15-24 17 10 25-34 16 18 35-44 19 22 45-54 20 24 SOCIO ECONOMIC A 6 34 GROUP B 32 18 C1 29 11 TABLE SHOWING THE DEMOGRAPHIC PROFILE OF THE TWO KEY SAILING AUDIENCES. People Interested in Sailing are well educated, with almost twice the average leaving education at 21 or older. They are more likely to be married or getting married, but are slightly less likely than the average to have children. This perhaps correlates with the fact that this group is more likely to come from a double income household, where average household income is almost twice as likely to exceed USD53,000. 80% own or are in the process of buying their own houses and 52% have a mortgage. In terms of lifestyle, a snapshot of People Interested in Sailing shows that they read the financial pages of the newspaper and take a personal interest in investments, are prepared to pay a little more for environmentally friendly products, exercise at least once a week, wear designer clothes, are prepared to pay more for luxury products, are interested in home improvements and prefer to take holidays off the beaten track. AUDIENCE PROFILE 11
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 and 12: GUIDO CANTINI INTRODUCTION 3
Page 13 and 14: through existing media coverage. Ta
Page 15 and 16: ace, it is estimated that more than
Page 17: 60 50 40 30 20 10 0 THE VOLVO OCEAN
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
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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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Volvo Ocean Race: Overview, Marketing, History

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