Volvo Ocean Race: Overview, Marketing, History

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CARLO BORLENGHI 20 MEDIA STATISTICS 10,000 clients. Over 2,500 high resolution images were downloaded and over 6,000 low resolution images. ON THE WORLDWIDE WEB www.VolvoOceanRace.org, the official event website, received over three million unique visitors, visiting the site 17.5 million times, spending an average of 9.26 minutes on the site each time, and generating 102.3 million page views from 1 September 2001 to 30 June 2002. The website was designed to provide comprehensive coverage. Using editorial generated both at the race stopovers and centrally, e-mails and articles supplied from the yachts and their syndicate managements, position updates and results, data analysis, video, audio and still images, it offered a comprehensive menu of information and archive. The number of unique visitors peaked at 93,169 in the final 24 hours of the race. The fact that the highest audience figures were reached in the final stages
WWW.VOLVOOCEANRACE.ORG: A TOP 100 WEB SITE VOLVOOCEANRACE.ORG TO 1 JULY 2002 UNIQUE VISITORS 3.05 MILLION PAGES VIEWED TOTAL 102,379,494 PAGES VIEWED AVERAGE PER DAY 349,418 VISITS TOTAL 17.5 MILLION AVERAGE DAILY VISITS 59,902 AVERAGE VISIT LENGTH 9.26 MINUTES HIGHEST NUMBER OF UNIQUE VISITORS 93,169* HIGHEST HITS 23 MILLION** TOTAL HITS 1,669,729,414 * 9 JUNE – FINISH IN KIEL ** 29 MAY 2002 – END OF LEG 8 TO GÖTEBORG REACHING OVER 3 MILLION UNIQUE VISITORS DURING 9 MONTHS, THE RACE SITE IS ONE OF THE TOP 100 SITES IN THE WORLD. THE AVERAGE TIME SPENT ON THE SITE PER VISIT IS ONE EXPLANATION WHY THE FOLLOWERS OF THE RACE GET AN IN-DEPTH KNOWLEDGE OF THE PARTICIPANTS AND THEIR SPONSORS. SIGNIFICANT NUMBER OF ARTICLES IN MANY MAJOR PUBLICATIONS NAME COUNTRY CIRCULATION READERSHIP NO OF ARTICLES NATIONAL GEOGRAPHIC USA 8,618,,632 34,474,528 3 THE SUN UK 3,628,097 9,859,000 5 DAILY MAIL UK 2,389,489 5,973,723 8 USA TODAY (USA EDITION) USA 2,149,933 5,374,833 23 NEW YORK TIMES USA 1,698,288 4,245,703 41 BILD (UBERREGIONAL) GERMANY 1,648,853 4,122,133 87 THE SUNDAY TIMES UK 1,356,010 3,390,025 30 THE DAILY TELEGRAPH UK 1,026,634 2,566,585 194 THE TIMES UK 721,505 1,803,763 172 DAILY TELEGRAPH AUSTRALIA 414,000 1,035,000 126 HAMBURGER ABENDBLATT GERMANY 384,080 960,200 92 AFTONBLADET SWEDEN 381,600 954,000 92 DAGENS NYHETER SWEDEN 361,100 902,750 126 GÖTEBORG POSTEN SWEDEN 260,400 651,000 185 THE INDEPENDENT UK 227,519 568,798 160 KOLNER STADT-ANZEIGER GERMANY 212,305 530,762 99 SVENSKA DAGBLADET SWEDEN 178,100 445,250 121 KIELER NACHRICTEN GERMANY 171,658 429,145 192 FLENSBURGER TAGEBLATT GERMANY 169,760 424,400 103 KOLNISCHE RUNDSHAU GERMANY 150,060 375,150 89 HAMBURGER MORGENPOST GERMANY 118,392 295,980 79 LUBECKER NACHRICHTEN GERMANY 111,868 279,670 107 YACHT GERMANY 68,999 275,996 95 SEGLER ZEITUNG GERMANY 19,800 79,200 85 SEGEBERGER ZEITUNG GERMANY 14,141 35,428 79 RANKED BY READERSHIP THIS CHART SHOWS THAT THE RACE FREQUENTLY APPEARED IN SOME MAJOR PUBLICATIONS AROUND THE WORLD. MEDIA STATISTICS 21
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 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: programme coverage and news. With t
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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Volvo Ocean Race: Overview, Marketing, History

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