Volvo Ocean Race: Overview, Marketing, History

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4 OVERVIEW WORLDWIDE AUDIENCE This is a race with worldwide impact. With over 4,000 programmes generating nearly 1,000 hours of television broadcast time, the Volvo Ocean Race of 2001-02 took a major step forward when reaching a cumulative audience of 811 million people. Add to that over 15,000 printed articles in newspapers and magazines read by 686 million unique readers and the claims for a truly global audience are well established. The official web site attracted over 3 million unique visitors in 66 countries, who visited the site 17.5 million times. The radio audience was estimated at over a billion listeners as reports were syndicated through some of the best known distribution networks in the world, including BBC World Service, Voice of America, and Public Service Radio in the United States. This is an intelligent, well educated, high income, high spending audience. It is also a broad-based audience in terms of geography, age, income and background. Within that, of the sailing enthusiasts, over 40%, are in the AB socio-economic grouping. On average 60% are male with the majority falling into the 25 to 54 age group. Salaries are, on average, over USD60,000 a year. THE SAILING AUDIENCE HAS AN EXCELLENT DEMOGRAPHIC PROFILE UK FRANCE GERMANY SWEDEN USA SEX MALE 83 81 83 74 83 FEMALE 17 19 17 26 17 AGE 24-34 18 19 17 26 17 35-44 22 22 26 22 26 45-54 24 21 26 26 29 SOCIO ECONOMIC A 34 33 12 18 45 GROUP B 18 22 37 24 16 C1 16 19 28 17 9 PERCENTAGE DEMOGRAPHIC BREAKDOWN OF SAILING ENTHUSIASTS ACROSS FIVE KEY TERRITORIES, SHOWING THE EXCEPTIONALLY HIGH VALUE OF THE SAILING AUDIENCE. RICHARD MASON/ASSA ABLOY RACING TEAM
In terms of media evaluation, the SMS report showed that Assa Abloy enjoyed the most brand exposure of any entrant in the race. The value of the media coverage generated amounted to USD57.8 million, trade press excluded. OVERVIEW 5
Page 1 and 2: SHARING IN GLOBAL SUCCESS The Volvo
Page 3: Team SEB was a commercial success.
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 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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