Volvo Ocean Race: Overview, Marketing, History

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1977-78 ‘SAFETY FIRST’ 4 HISTORY IN PROGRESS Tragedies apart, the race was a huge success, and one of the main lessons learnt for the next race was that survival in these most exacting conditions was just as important as speed. Whitbread renewed their sponsorship and it was decided to repeat the event every four years. The next race ran from August 1977 to March 1978 and again staged four legs, only this time the port of Auckland was used instead of Sydney. The success of the first race brought more entries looking for the glamour of the experience, and some boats were designed especially for this race and there was growing international interest. Once again, Portsmouth hosted the start and finish. 15 yachts from six countries embarked on the circumnavigation and all completed the course. Safety regulations included the compulsory fitting of jackstays in the hope of preventing future deaths. By clipping their safety harnesses to the jackstay, crewmembers would be far less likely to be separated from the boat if swept overboard. Three of the boats had completed in the previous race; Great Britain II, this time skippered by Rob James with 16 fare paying crew, 33 Export, re-rigged to a fractional sloop, and with the youngest skipper, 23-year-old Alain Gabbay; and Adventure, once again entered as a Ministry of Defence training yacht
causing controversy with large crew changes. Great Britain II once again took line honours at the finish, after 134 days, but victory on handicap went to a Dutchman, Cornelis van Rietschoten, on the 65’ ketch Flyer, which took 136 days to complete the voyage but 119 days on corrected time. This race was notable for the fact that Clare Francis became the first woman to skipper a Whitbread entry, the Swan 65 ADC Accutrac. Skip Novak made his Whitbread debut as navigator onboard King’s Legend, the third Swan 65 entered, the other being Disque d’Or. THE ROUTE Total Distance 26,780nm Leg 1 PORTSMOUTH TO CAPE TOWN. Commenced August 27 1977. Distance 6,650 nm Leg 2 CAPE TOWN TO AUCKLAND. Commenced October 25 1977. Distance 7,300 nm Leg 3 AUCKLAND TO RIO DE JANEIRO. Commenced December 26 1977. Distance 7,400 nm Leg 4 RIO DE JANEIRO TO PORTSMOUTH. Commenced February 22, 1978. Distance 5,430 nm It was not really about racing back then, although we did race hard. Adventure and seeing the world was the real attraction. SKIP NOVAK LEFT TO RIGHT. ROBIN KNOX-JOHNSTON AT THE HELM OF HEATH’S CONDOR. CORNELIS VAN RIETSCHOTEN - SKIPPER OF THE DUTCH YACHT FLYER. HE DEMONSTRATED THAT GOOD ORGANIZATION WAS THE KEY TO SUCCESS. THE DUTCH YACHT FLYER IN THE SOLENT AFTER WINNING THE 1977-78 WHITBREAD ROUND THE WORLD RACE. PHOTOS: PPL, PPL/ALISTAIR BLACK, PPL/BARRY PICKTHALL, PPL/BOB FISHER 1977-78 RACE COURSE AND RESULTS POSITION YACHT NATIONALITY SKIPPER(S) CORRECTED TIME* 1 FLYER NETHERLANDS CORNELIS VAN RIETSCHOTEN 119 DAYS 1 HOUR 2 KING’S LEGEND UNITED KINGDOM NICK RATCLIFFE MIKE CLANCY 121 DAYS 11 HOURS 3 TRAITÉ DE ROME EEC PHILIPPE HANIN 121 DAYS 18 HOURS 4 DISQUE D’OR SWITZERLAND PIERRE FEHLMANN 122 DAYS 10 HOURS 5 ADC ACCUTRAC UNITED KINGDOM CLARE FRANCIS 126 DAYS 20 HOURS 6 GAULOISES II FRANCE ERIC LOIZEAU 127 DAYS 7 HOURS 7 ADVENTURE UNITED KINGDOM JAMES WATTS, DAVID LESLIE IAN BAILEY-WILLMOT ROBIN DUCHESNE 128 DAYS 2 HOURS 8 NEPTUNE FRANCE BERNARD DEGUY 130 DAYS 11 HOURS 9 B&B ITALIA ITALY CORRADO DI MAJO 132 DAYS 2 HOURS 10 33 EXPORT FRANCE ALAIN GABBAY (31 min) 133 DAYS 00 HOURS 11 TIELSA NETHERLANDS DIRK NAUTA (36 min) 133 DAYS 00 HOURS 12 GREAT BRITAIN II UNITED KINGDOM ROB JAMES 134 DAYS 10 HOURS 13 DEBENHAMS UNITED KINGDOM JOHN RIDGWAY 135 DAYS 19 HOURS 14 JAPY-HERMES FRANCE JEAN MICHEL VIANT 143 DAYS 6 HOURS 15 HEATH’S CONDOR UNITED KINGDOM LESLIE WILLIAMS ROBIN KNOX-JOHNSTON 144 DAYS 00 HOURS *Corrected time takes the handicap into account HISTORY IN PROGRESS 5
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SHARING IN GLOBAL SUCCESS The Volvo
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Team SEB was a commercial success.
Page 5 and 6:
In terms of media evaluation, the S
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The Volvo Ocean Race is a unique sp
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CONTENTS 2 INTRODUCTION 8 AUDIENCE
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GUIDO CANTINI INTRODUCTION 3
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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
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PATRICK ANDERSON, RICK TOMLINSON ME
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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: over the side, and in spite of a fo
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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