Volvo Ocean Race: Overview, Marketing, History

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12 MEDIA STATISTICS MEDIA STATISTICS In the run up to the 2001-02 Volvo Ocean Race, Volvo put in place a media strategy to implement its objective of bringing the race to a wider audience than ever before. In order to make an independent assessment of this strategy, monitoring work was commissioned by Volvo before, during and after the race. This research clearly established that the media strategy achieved this objective, with unprecedented levels of awareness of the race amongst 39% of the population across the five key territories surveyed. The results of that assessment are set out here. Lessons learned from the implementation of this strategy are feeding into the strategy for the 2005-06 race and will yield even greater results (refer to the Media Strategy for 2005-06 on pages 36-39). ONE OF THE WORLD’S MOST SUCCESSFUL SPORTING EVENTS Key to fulfilling the media plan was the creation of a news-oriented media strategy. This strategy proved highly successful in reaching a new and broader audience through television, radio, print and website activities. With the ongoing fragmentation of media outlets, it was essential that the race was seen alongside other major events to build on its position as sailing’s premier ocean race and maintain its position as one of the world’s most successful global sporting events. The race was run over nine months. The duration of the event provided unique opportunities for prolonged coverage and unique challenges to sustain toplevel coverage over this period. To succeed on a global level, the media team had to ensure that its operation was able to perform at a local level. This meant close coordination between the sophisticated media centre at race headquarters and the yacht crew, but also with international and local media at each of the nine stopover ports.
PATRICK ANDERSON, RICK TOMLINSON MEDIA STATISTICS 13
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 and 18: 60 50 40 30 20 10 0 THE VOLVO OCEAN
Page 19: ‘INTERESTED IN’ OR A ‘SAILING
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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