Volvo Ocean Race: Overview, Marketing, History

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46 CASE STUDIES sponsors the brand name receives frequent mention in media reports. • No gender bias: Almost uniquely for a major international sporting event men and women compete on equal terms in the Volvo Ocean Race. • Multinational teams and crews: the mix of nationalities amongst the crews sailing the yachts reinforced EF’s business case on the importance of language skills. STRATEGY EF Education created a subsidiary company in Sweden called EF Yacht Racing AB to run Team EF. The syndicate allocated a budget of USD16.8 million over the three years of which EF Education contributed USD11 million (the remainder coming from other sponsors). This equated to approximately USD5.6 million per annum. USD11 million was spent on building two boats and EF also spent an additional USD5.8 million on exploitation of the sponsorship. EF’s strategy was to differentiate itself from other competitors in several ways. For the first time in the history of the race, the company entered two teams – EF Language with an all male crew and EF Education with an all female crew. The use of two boats offered additional publicity and better economies of scale in all aspects of the race. EF commissioned the British design agency, Tomato, to create a striking and distinctive graphic profile for the yachts. Tomato created a modern and dramatic design covering the yacht and sails and this design was carried over into clothing and merchandise. Even the decision as to where to build the yachts was driven by the desire to maximise publicity. Göteborg in Sweden was chosen because, as a city with a long boat building tradition, it had a good natural linkage and, as a major city, was more accessible to the media. INTERNAL EXPLOITATION Internal marketing was geared towards creating the strongest possible sense of involvement and ownership amongst EF’s employees. PRESENTATIONS Presentations were made to EF staff all over the world before and after the race.
INTERNET/INTRANET An intranet site was created to which all personnel had access. This was linked through to the team’s own website. NEWSLETTERS AND PRESS RELEASES A newsletter was sent to all employees once a week during the preparatory phase of the race and twice a week during the race itself. SALES TARGETS AND INCENTIVES EF set incentives and targets for its employees offering the reward of “money can’t buy” prizes to visit the stopover ports as they called into a variety of exotic locations around the world. CLOTHING All employees were given clothing branded with both the event’s own logo and that of Team EF. PERSONNEL EVENTS AND SAILING DAYS All 2,000 permanent employees of the company were given the opportunity to visit one of the stopover ports around the world. EXTERNAL EXPLOITATION EF ensured that the sponsorship of the Volvo Ocean Race was fully integrated with its global marketing strategy and linked into all of its advertising, sales materials, exhibition stands and brochures. EDUCATION EF produced course materials relating to the race with maps, study texts and questions. The material was made available to all school children in Europe over the age of 13. CUSTOMER AND SUPPLIER EVENTS Customers and suppliers were invited to attend sailing days, presentations and other race related events. Over 4,000 also sailed on the EF yachts. A specially designed, interactive exhibition facility was transported to various locations around the world. It included televisions, computers and brochures educating visitors abut the race, Team EF and EF Education itself. Other more physical challenges related to the race itself, were added to the race village, giving visitors the chance to experience the race more directly. JOHN GICHIGI/ALLSPORT CASE STUDIES 47
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 and 50: CARLO BORLENGHI YACHT SPONSORSHIP 4
Page 51 and 52: STEPHEN MUNDAY/ALLSPORT CASE STUDIE
Page 53: WHY THE VOLVO OCEAN RACE? The Volvo
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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