Volvo Ocean Race: Overview, Marketing, History

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64 CONCLUSION that see the new generations of these yachts engaging in ever more competitive racing over vast distances and, year on year, breaking speed and mileage records. Technology, too, has been responsible for the hugely enhanced media interest in this event with satellite communications from the yachts now enabling astonishing footage to be sent from deep in the Southern Ocean. This, in turn, has led to some equally astonishing media statistics that have been set out in this document. As business becomes ever more global – the advantages for the event's sponsors of an event that plays out in nine key markets, creating sustained sporting action over eight months are becoming increasingly apparent. Added to the unique brand exposure and brand building opportunities afforded to sponsors by a race of this global reach and duration, sponsors are finding that the race can satisfy complex business issues. The Volvo Ocean Race has a proven track record of providing sponsors with unbuyable opportunities for bringing clients and distributors to unforgettable experiences at race starts and finishes, inspiring global workforce by making them part of a larger ocean race team, or creating education programs to bring sponsor's teams into schools in local communities everywhere. The Volvo Ocean Race is a unique sporting event and a unique marketing opportunity that creates unparalleled returns on investment. RICK TOMLINSON
INTRODUCTION IT IS UNLIKELY THAT COLONEL BILL WHITBREAD, OF THE BREWING FAMILY AND ADMIRAL OTTO STEINER, OF THE ROYAL NAVAL SAILING ASSOCIATION, EVER ENVISAGED THE MAGNITUDE OF THE EVENT THEY CONCEIVED ‘OVER A PINT’ OF BEER 30 YEARS AGO. Although a ‘round the world yacht race’ had been considered throughout the last century, it needed the financial support and organisational expertise which Whitbread and the RNSA were able to put together. The first Whitbread Round the World Race got underway in September 1973, and featured yachts which were little different from those cruising around the Mediterranean at that time. Since then, the ocean racing yacht has developed into a high-tech state-of-the-art speed machine, with little comfort spared for the crew but with leading-edge technology. This new technology has also completely altered the concept of ocean racing. In the past, skippers and navigators had little idea of where their rivals might be as they ploughed, day in day out, through the vast oceans. During the first race, communication between the fleet and organisers was based on a weekly position report to a local coast guard, but from 1993-94, satellite equipment enabled the yachts to file their position every six hours. This meant that although boats were not necessarily in sight of each other, rival skippers were able to follow and track every move when necessary. In effect, this vast ocean race, where yachts can race for days on end for thousands of miles and not once see another competitor, has become, in this sense, more like a fiercely fought dinghy race performed on any local stretch of water. HISTORY IN PROGRESS 1
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SHARING IN GLOBAL SUCCESS The Volvo
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Team SEB was a commercial success.
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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
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ace, it is estimated that more than
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60 50 40 30 20 10 0 THE VOLVO OCEAN
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‘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: CONCLUSION 63
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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