Volvo Ocean Race: Overview, Marketing, History

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6 OVERVIEW RELIABLE RESEARCH There were three major research initiatives to monitor who was taking an interest in the 2001-02 race and their changing attitudes and perceptions. To establish a comparative base, there were two pre-race surveys, one of about 1,500 people picked from those who logged on to the Internet, designated ‘sailing enthusiasts’ and the second, with the respondents contacted randomly by telephone, involved 2,400 interviews in France, Germany, Sweden, the UK and the USA. Both waves of interviews, pre-race and, in May/June 2002 post-race, showed a significant increase in awareness about the race, the competitors, and the business interests of the companies sponsoring the teams. Across those five key territories, about 39% of the population was, by the end, aware of the Volvo Ocean Race. This research was undertaken as an independent means of checking and evaluating the results of a major sponsorship investment, and as a service to the participants. It formed the basis of making the decision to go ahead with the 2005-06 race. The work was carried out by Sports Marketing Surveys, (SMS) a highly respected market research house which specialises in the study of sports events and their audiences. The figures they have generated are the result of a highly professional piece of work, conducted to the highest industry standards. Their work is corroborated by research conducted by the competing teams. The objective may have been product promotion, brand building, corporate hospitality, corporate integration, employee team building or even personnel recruitment. The Volvo Ocean Race has shown itself to be an effective platform for any of those tasks, singly or collectively. RICK TOMLINSON
The Volvo Ocean Race is a unique sporting event and a unique marketing opportunity that creates unparalleled returns on investment. OVERVIEW 7
Page 1 and 2: SHARING IN GLOBAL SUCCESS The Volvo
Page 3 and 4: Team SEB was a commercial success.
Page 5: In terms of media evaluation, the S
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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