Volvo Ocean Race: Overview, Marketing, History

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42 CASE STUDIES CASE STUDY 1: TEAM EF EF EDUCATION, A WORLD-WIDE NETWORK OF LANGUAGE SCHOOLS, USED THE VOLVO OCEAN RACE (THEN THE WHITBREAD ROUND THE WORLD RACE) TO BOOST BRAND AWARENESS, MOTIVATE EMPLOYEES AND ENHANCE RECRUITMENT. EF has become the world’s largest language training school providing courses and exchange programmes for students of all ages and providing study and travel for over 500 thousand people yearly. EF looked upon Volvo Ocean Race’s predecessor, the 1997-98 Whitbread Round the World Race, as an opportunity to meet some very specific objectives. EF wanted to use their sponsorship of the race as a way of boosting awareness of their brand, as an internal marketing exercise to boost morale, and as a way of tackling one of their key difficulties, recruitment. In 1996, EF employed over 2,000 staff in 40 countries around the world plus a further 10,000 teachers and commission-based sales people. The company’s marketing strategy consisted of direct mailing and customer loyalty and referral campaigns. This type of marketing was, by its nature, niche and targeted. It focussed exclusively on sales, but had done very little to grow the EF brand. This is a summary of Simon Rines’ report from his book ‘Driving Business Though Sport’ Recognising this, in 1994 EF went through a major re-branding exercise and had started to increase its brand awareness by advertising on MTV, giving it exposure to its key target audiences as well as engaging in some lower profile sponsorships such as the Swedish Youth Sailing Championships and the World Wildlife Fund for Nature. BUSINESS ISSUES FOR EF By the mid 1990’s EF had been growing rapidly and had doubled turnover in four years. As a result, many areas of the business were being stretched to capacity and certain areas of the business were under extreme pressure. These were: workforce morale, recruitment and branding. WORKFORCE MORALE The fast growth of the company had led to some employees being overlooked
STEPHEN MUNDAY/ALLSPORT CASE STUDIES 43
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 and 46: PRINT MEDIA The written media remai
Page 47 and 48: % OF RESPONDENTS UK WAVE 1 AWARE NO
Page 49: CARLO BORLENGHI YACHT SPONSORSHIP 4
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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