Volvo Ocean Race: Overview, Marketing, History

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38 MEDIA STRATEGY THE INTERNET The official website will remain an important port of call for enthusiasts, making regularly updated information available on both progress by each yacht when racing and background information on people and incidents. Using the “web” concept, the official website will act as both a hub for creating links to partner sites and as a recipient for traffic fed in by a wide variety of sites whenever they have a reason to feature the Volvo Ocean Race. Overall, the media strategy is designed to ensure that there is a strong flow of information running not just for the eight months of the race, but also in the run up to the start of the 2005-06 race. News agencies and distribution partnerships will be developed to widen the customer base and the considerable archive of material – film, sound, pictures and words – will also be made available. THE TOP FIVE PUBLICATIONS READ IN EACH MARKET WERE AS FOLLOWS: % OF RESPONDENTS FRANCE WAVE 1 AWARE NOT AWARE QUEST FRANCE 10.0 7.8 LE PARISIEN/AUJOURD ‘HUI 9.0 5.9 LIBERATION 4.0 8.8 LE MONDE 7.0 2.9 L’EQUIPE 8.0 1.0 WAVE 2 QUEST FRANCE 13.0 8.9 LE MONDE 9.0 5.0 LE PARISIEN/AUJOURD ‘HUI 7.0 5.9 L’EQUIPE 6.0 5.9 SUD QUEST 7.0 3.0 www.volvooceanrace.org
% OF RESPONDENTS UK WAVE 1 AWARE NOT AWARE THE DAILY MAIL 18.6 13.9 THE SUN 10.8 21.8 THE DAILY TELEGRAPH 9.8 8.9 THE DAILY MIRROR 10.8 6.9 THE TIMES 10.8 3.0 WAVE 2 THE DAILY MAIL 17.0 17.0 THE SUN 17.0 15.0 THE DAILY TELEGRAPH 6.0 5.0 THE DAILY MIRROR 9.0 8.0 THE GUARDIAN 7.0 6.0 % OF RESPONDENTS GERMANY WAVE 1 AWARE NOT AWARE BILD 10.1 14.8 FRANKFURTER ALLGEMEINE ZEITUNG 9.1 7.4 SUDDESUTSCHE ZEITUNG 5.1 3.7 DIE ZIET 3.0 2.8 BILD AM SONNTAG 1.0 2.8 WAVE 2 BILD 5.0 15.0 FRANKFURTER ALLGEMEINE ZEITUNG 15.0 2.0 SUDDESUTSCHE ZEITUNG 7.0 6.0 WELT AM SONNTAGE 3.0 2.0 BILD AM SONNTAG 2.0 2.0 % OF RESPONDENTS USA WAVE 1 AWARE NOT AWARE NEW YORK TIMES 7.8 3.9 MIAMI HERALD/EL NUEVO HERALD 2.9 4.9 SEATTLE TIMES 4.9 2.0 BALTIMORE SUN 3.9 2.0 WALL STREET TODAY 3.9 1. WAVE 2 MIAMI HERALD/EL NUEVO HERALD11.8 2.5 BALTIMORE SUN 11.8 0.8 SEATTLE TIMES 2.9 7.5 WALL STREET TODAY 2.0 5.0 NEW YORK TIMES 3.9 3.3 % OF RESPONDENTS SWEDEN WAVE 1 AWARE NOT AWARE AFTONBLADET 16.2 12.2 DAGENS NYHETER 17.1 9.2 EXPRESSEN/GT/KVP 11.4 10.2 SYDSVENSKA DAGBLADET 4.8 6.1 SVENSKA DAGBLADET 6.7 3.1 WAVE 2 AFTONBLADET 16.8 16.2 DAGENS NYHETER 12.9 14.1 EXPRESSEN/GT/KVP 8.9 7.1 SYDSVENSKA DAGBLADET 10.9 2.0 GOTEBORGSPOSTEN 5.9 5.1 RICK TOMLINSON MEDIA STRATEGY 39
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 and 44: Direct Brand Exposure (hh:mm) 17:5
Page 45: PRINT MEDIA The written media remai
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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