Volvo Ocean Race: Overview, Marketing, History

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26 MEDIA IMPACT There has been a significant increase in awareness of the race and of sponsorships associated with the race. Across the five key territories monitored, an estimated 17.7% of the population showed unprompted awareness of either the Volvo Ocean Race or The Whitbread Round The World Race. As research indicates that only 6.5% of the populations in these territories participate in sailing, the fact that almost 39% of that population is aware of the Volvo Ocean Race is a strong endorsement of the media and marketing strategy. When compared with other ocean races, the figures show that a random section of the population is now more likely to have heard of the Volvo Ocean Race than any other ocean race. Whilst overall awareness is, as one might expect, highest in Sweden at 95%, the largest percentage growth in awareness was in the USA, where unprompted awareness rose by 18 percentage points. 100 90 80 70 60 50 40 30 20 10 0 STRONG INCREASE OF OVERALL AWARENESS WAS BUILT DURING THE RACE % of respondents 23.9 38.6 78.4 95.0 54.5 57.2 29.2 35.3 7.1 Wave 1 Wave 2 25.1 10.1 Overall Sweden UK Germany USA France BAR CHART SHOWING THE INCREASED AWARENESS OF THE VOLVO OCEAN RACE DURING THE RACE. FIRST SURVEY MADE AT THE START OF THE RACE IN SEPTEMBER 2001 AND THE SECOND AT THE END OF THE RACE IN JUNE 2002. 14.6
45 36 27 18 9 0 STRONG INCREASE OF THE AWARENESS OF THE TEAMS AND THEIR SPONSORS % of respondents 15.6 43.2 Illbruck Challenge 12.0 40.3 Assa Abloy Racing Team 13.8 Team SEB 37.2 14.0 25.7 Nautor Challenge/ Amer Sports 24.5 THE AWARENESS OF THE SYNDICATES, MEASURED AT THE START AND AT THE END OF THE RACE AMONG THOSE AWARE OF THE RACE, SHOWS AN IMPRESSIVE INCREASE. 7.1 9.8 Wave 1 Wave 2 23.3 10.9 20.2 Team Tyco News Corp Djuice Dragons The research also revealed that the demographic profile of the people aware of the Volvo Ocean Race is impressive, making this a valuable audience for companies associating with the Volvo Ocean Race. 36.9% of people aware of the race in the five key territories are in the ABC1 socio-economic group. The quality of the audience is some explanation of the excellent awareness levels of the business of each of the companies taking part in the Volvo Ocean Race. Effective communication of brand through design on the yachts coupled with the use of comprehensive media used by the Volvo Ocean Race saw awareness of syndicates rising very significantly. SYNDICATE AWARENESS Volvo commissioned research before and after the event into the awareness of the teams competing in the race. Respondents who were aware of the Volvo Ocean Race were asked if they could name any of the syndicates competing in the event. In other words, were people aware of these sponsorships? MEDIA IMPACT 27
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 and 32: RICK TOMLINSON MEDIA STATISTICS 23
Page 33: % of respondents 90 72 54 36 18 0 T
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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