Volvo Ocean Race: Overview, Marketing, History

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1985-86 STRENGTH OF QUALITY 8 HISTORY IN PROGRESS The fourth Whitbread <strong>Race</strong> consisted of mostly sponsored yachts, no military service entries and no privately funded entries, with the possible exception of Simon Le Bon’s Drum, and SAS Baiai Viking, mostly private despite a sponsored name. Although there was a smaller entry of 15 yachts from 10 countries, the lack of quantity was more than made up for in strength of quality with all the yachts, including the new 80’ maxis, being specifically built for this or an earlier race. Once again four legs were staged but Mar del Plata was replaced by Punta del Este in Uruguay. This was also the last time for some years that a South African port, Cape Town, was used, although it was reinstated as a stopover port in the 1997-98 race. Most of the 15 entries had paid attention to previous successful Whitbread contenders, and many were maxi-rated, but the winner turned out to be one of the smallest boats in the race, carrying the fewest crew (eight). The 58’ French sloop, L’Esprit d’Equipe was actually the 1981-92 contender, 33 Export, and was skippered by Lionel Pean. She won the race on handicap, crossing the line on corrected time 111 days after leaving Portsmouth (132 days elapsed time). Pierre Fehlmann, on the 80’ maxi, UBS Switzerland, proved to be the fastest boat round on elapsed time, finishing 117 days after the start.
Among the fleet was Simon Le Bon’s Drum, skippered by Skip Novak. Drum had weathered the vicious 1985 Fastnet race, but had spectacularly lost her keel and rolled over. The Whitbread’s later start, on September 28th, combined with tremendous effort, had allowed Drum to be ready for the start of the race which was to be the last time the Whitbread Trophy was awarded on corrected time. THE ROUTE Total Distance 26,740nm Leg 1 PORTSMOUTH TO CAPE TOWN Commenced September 28, 1985 Distance 7,350 nm Leg 2 CAPE TOWN TO AUCKLAND Commenced December 4 1985 Distance 7,300 nm Leg 3 AUCKLAND TO PUNTA DEL ESTE. Commenced February 14 1986 Distance 6,215 nm Leg 4 PUNTA DEL ESTE TO PORTSMOUTH Commenced April 9, 1986 Distance 5,875 nm That’s what the Whitbread <strong>Race</strong> is all about... sticking it out in bad times as well as in the good... and taking it one leg, one day, and then even one watch at a time SKIP NOVAK LEFT TO RIGHT. FOR THE BRAVE CREW MEMBERS WHO CLIMBS THE MAST THERE IS A REWARD: IT IS QUIET ALOFT. LIONEL PÉAN, WINNING SKIPPER OF THE 1985-86 WHITBREAD. L’ESPRIT D’EQUIPE FROM FRANCE WINS THE 1985-86 WHITBREAD. PHOTOS: PPL, PPL/BARRY PICKTHALL, PPL/BOB FISHER, RICK TOMLINSON 1985-86 RACE COURSE AND RESULTS POSITION YACHT NATIONALITY SKIPPER(S) CORRECTED TIME* 1 L’ESPRIT D’EQUIPE FRANCE LIONEL PÉAN 111 DAYS 23 HOURS 2 PHILIPS INNOVATOR NETHERLANDS DIRK NAUTA 112 DAYS 21 HOURS 3 FAZER FINLAND FINLAND MICHAEL BERNER 115 DAYS 00 HOURS 4 UBS SWITZERLAND SWITZERLAND PIERRE FEHLMANN 117 DAYS 4 HOURS 5 RUCANOR TRISTAR BELGIUM GUSTAF VERSLUYS ANN LIPPENS 118 DAYS 9 HOURS 6 FORTUNA LIGHTS SPAIN JAVIER VISIERS JORGIE BRUFAU ANTONIO GUIU 121 DAYS 00 HOURS 7 LION NEW ZEALAND NEW ZEALAND PETER BLAKE 121 DAYS 7 HOURS 8 DRUM UNITED KINGDOM SKIP NOVAK 122 DAYS 6 HOURS 9 EQUITY & LAW NETHERLANDS PLEUN VAN DER LUGT 123 DAYS 6 HOURS 10 COTE D’OR BELGIUM ERIC TABARLY 125 DAYS 19 HOURS 11 SHADOW OF SWITZERLAND SWITZERLAND OTTO & NORA ZEHENDER-MUELLER 128 DAYS 11 HOURS 12 NORSK DATA GB UNITED KINGDOM BOB SALMON 136 DAYS 1 HOUR 13 SAS BAIA VIKING DENMARK JESPER NORSK 144 DAYS 18 HOURS DNF NZI ENTERPRISE NEW ZEALAND DIGBY TAYLOR – DNF ATLANTIC PRIVATEER UNITED STATES PADDA KUTTEL – *Corrected time takes the handicap into account HISTORY IN PROGRESS 9
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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
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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
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16 14 12 10 8 6 4 2 0 MEDIA RESPONS
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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: Prior to the start it was thought t
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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