Volvo Ocean Race: Overview, Marketing, History

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24 MEDIA IMPACT MEDIA IMPACT The Volvo Ocean Race has certain unique qualities that contribute to some remarkable results in relation to the impact of brand sponsorship of the event as a whole. Firstly, the race lasts eight months but with sponsors committing to projects up to two years in advance and then conducting post-race publicity and hospitality with their yachts, it creates a wide variety of opportunities for prolonged brand exposure across a number of major markets. Secondly, during this time the race visits as many as nine major markets and, coupled with the ability to place multinational crews on the yachts, according to promotional needs, creates considerable opportunities for brand penetration in a large number of markets. Thirdly, ocean yacht racing creates strong values and emotive visual imagery which, when coupled with creative branding of the yachts, makes lasting impressions on the audience. Lastly, the people who take an interest in yachting (refer to Audience Profile on pages 8-11) are a high-quality, well-educated and intelligent audience who not only show remarkable recall of participating sponsors, but also surprising levels of awareness of the sponsor’s business and genuine knowledge of their business. This section deals with what this equates to for the sponsors in qualitative terms. It examines, for example, how 39% of the population across five key territories and 95% of Swedes are aware of the race, how awareness of sponsors of the top two teams had risen by over 30 percentage points in these territories, and how understanding of their business stood at levels of up to 84% amongst people following the race. Of course, brand value and awareness are only two of a number of reasons for which companies enter into partnership with teams in the Volvo Ocean Race. Other commercial rationales, such as integrating local companies behind a global cause, generating staff motivation and pride, strengthening customer relationships through hospitality opportunities and showcasing products, are all equally important (refer to Yacht Sponsorship in the Volvo Ocean Race on pages 40-41). PERCEPTION OF THE VOLVO OCEAN RACE One of the key factors for any sponsor seeking to promote their brand, either to external markets or internal markets, is the way in which the event with which they are associated is viewed. For Volvo, the race values were very important.
% of respondents 90 72 54 36 18 0 THE VOLVO OCEAN RACE COMMUNICATES COMPELLING VALUES 80.3 73.6 73.4 65.0 64.2 60.0 55.7 49.3 47.5 45.1 44.7 43.1 39.6 37.6 Adventurous Performance Global Exciting Prestigious Technically innovative Elitist Attractive Pleasure Inspirational Emotional Glamorous Safe Boring Dynamic Environmentally friendly THIS BAR CHART SHOWS THE WORDS RESPONDENTS CONSIDER MOST SUITABLE TO DESCRIBE THE VALUES AND ATTRIBUTES OF THE RACE. THE VOLVO OCEAN RACE COMPARED WITH OTHER SAILING EVENTS % OF RESPONDENTS VOLVO OCEAN RACE 17.7 AMERICA’S CUP 8.3 VENDEE GLOBE 7.6 ROUTE DU RHUM 5.5 THE RACE 2.1 BT GLOBAL CHALLENGE 1.1 18.3 16.3 UNPROMPTED AWARENESS OF THE VOLVO OCEAN RACE COMPARED WITH OTHER SAILING EVENTS IN JUNE 2002 AMONG A RANDOM SAMPLE OF THE POPULATION IN GERMANY, THE UK, FRANCE, SWEDEN AND THE USA. Public perception of the race, was therefore researched after the race. As one might expect, the race was viewed as “adventurous”, “dynamic” and “exciting” whilst at the same time “technically innovative” and “prestigious”. AWARENESS OF THE VOLVO OCEAN RACE Volvo took ownership of The Whitbread Round The World Race for the first time in 2001-02 having been the principle trophy sponsor in the 1997-98 race. Their objectives were twofold: to make people aware of the change in ownership and transfer the positive attributes of the previous race to the Volvo Ocean Race. Beyond this, they wanted to take the Volvo Ocean Race to a broader audience than ever before. The research they conducted demonstrates that they succeeded on both counts. In terms of overall awareness, the Volvo Ocean Race (including its previous guise, The Whitbread Round The World Race) has reached almost 39% of the population in the five key territories researched. MEDIA IMPACT 25
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 and 28: programme coverage and news. With t
Page 29 and 30: WWW.VOLVOOCEANRACE.ORG: A TOP 100 W
Page 31: RICK TOMLINSON MEDIA STATISTICS 23
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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