Volvo Ocean Race: Overview, Marketing, History

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36 MEDIA STRATEGY MEDIA STRATEGY FOR 2005-06 The maintenance of the premier position of the Volvo Ocean Race, its profile as a major world sporting event, and the role of media coverage in creating added return on investment remain at the heart of media strategy initiatives for the 2005-06 race. The media statistics from the 2001-02 Volvo Ocean Race are both a strong endorsement of the news-focussed media strategy, as well as a benchmark from which to measure the success of the strategy for the 2005-06 race. In addition, there will be much greater integration and cross-fertilisation between broadcast, print and Internet, plus all the latest technology the Volvo Ocean Race is pioneering for the retrieval of images both moving and still. The main thrust of media communications planning for 2005-06 is television. The focus on news will be built upon as well as targeting quality free-to-air terrestrial television scheduling for race programming. There will also be significant enhancements to print, radio and Internet media strategies. A highly professional team will manage the media programme from race headquarters, providing specialists to work both in the UK and at all relevant ports/stopovers around the world, and work closely with media teams appointed by the teams and race partners. TELEVISION Television coverage remains the most important objective for some of the teams competing in the Volvo Ocean Race. Capture and rapid distribution of quality footage from the yachts is of primary importance. The new Volvo Ocean 70s will all have dedicated media editing stations with the latest in communication technologies to transmit the footage quickly back to race headquarters. The aim of the news-focussed strategy will be to reach the largest and most diverse audience possible, to raise awareness of the race and encourage follow-up with dedicated race programming. News feeds will flow daily when the yachts are racing, six-hourly at starts and finishes, and as required during stopovers. A network of partnerships will be created with producers and broadcasters in key markets and with specialist television distributors in the remaining territories to reach as wide a broadcast base as possible. These will not be restricted to sports, but will include many different styles of programming. But, there will still be daily, often many times a day, updates of material available as the race progresses and broadcasters in different times zones demand both the latest news and the latest pictures.
PRINT MEDIA The written media remain an important source of interest in the Volvo Ocean Race, whether it is the daily and weekly newspapers or magazine press. The 2001-02 race was reported widely across a quality press. The 2005-06 printed media strategy will focus on looking at all aspects of the race and potential for sports, news, lifestyle and feature pieces. The Volvo Ocean Race team will deliver a premium, proactive service of story leads and race information, using crew e-mails and centrally developed information to a broad, international corps of publications with which the race already has strongly developed links. These will be shared with the press teams employed by each competing syndicate in order to create as integrated an approach as possible. RADIO Radio performed well in the 2001-02 race. For the 2005-06 Volvo Ocean Race, the radio strategy will follow the television strategy with a primary focus on news distribution to maximise reach. There will be a news distribution service from race headquarters and from the stopover ports supplying material through strategic partner broadcasters in targeted countries. The service will be expanded to take in a multilingual approach, delivering mother tongue interviews and programming. Programmes will develop a diverse approach, using ‘core’ news and sports results as a platform for lifestyle and personality material. RICK TOMLINSON MEDIA STRATEGY 37
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 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: Direct Brand Exposure (hh:mm) 17:5
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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