Volvo Ocean Race: Overview, Marketing, History

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1997-98 THE VOLVO TROPHY 14 HISTORY IN PROGRESS The seventh and final race under the Whitbread banner changed the public face of ocean racing forever. The sheer excellence of the on board video footage and the quality and quantity of the daily emails from the crews ensured a huge media interest worldwide. For the first time, the fleet was made up of one class only, the Whitbread 60, and a fleet of 10 set off from Southampton on 21st September, vying for the <strong>Volvo</strong> Trophy. A complicated points scoring system replaced elapsed time. One important effect of the W60 was its attraction to big-name, round-thebuoys racers. The boat provided a challenge they could not resist. Dennis Conner was once again trying his skill, as was Chris Dickson. Perhaps the biggest surprise was Paul Cayard, whose bona fides as a Star boat champion and America’s Cup competitor hardly seemed to suit the rigours of ocean racing. Some did not take him seriously.
It was not until a third of the race had gone by that a definite pecking order had been established and, by this time, Paul Cayard with EF Language had won two legs and Swedish Match/Gunnar Krantz had taken the third. Records, too, had been set. Silk Cut/Lawrie Smith, set the 24 hour world record for a monohull during leg two of 449.1 nautical miles but her challenge for overall glory fell apart in the southern ocean on leg five when her mast came down. In the end, Paul Cayard demonstrated that lack of experience in ocean racing was no handicap. By the end of the seventh leg he had opened up a virtually unassailable lead on the points table and interest lay with the battle for second place. This was won, at the final hurdle, by Merit Cup/Grant Dalton with Swedish Match/Gunnar Krantz taking third place. PHOTOS: ALLSPORT, MIKE HEWITT/ALLSPORT LEFT TO RIGHT. Weren’t you scared? I am often asked. Yes, I was. Many times. And that’s fine... CREW MEMBERS TRIMMING SAILS ONBOARD MERIT CUP. PAUL CAYARD, SKIPPER OF THE WINNING YACHT, EF LANGUAGE. EF LANGUAGE CROSSES THE CHANNEL DURING THE FINAL LEG OF THE WHITBREAD ROUND THE WORLD RACE. 1997-98 RACE COURSE AND RESULTS POSITION YACHT NATIONALITY SKIPPER(S) POINTS 1 EF LANGUAGE SWEDEN PAUL CAYARD 836 2 MERIT CUP MONACO GRANT DALTON 698 3 SWEDISH MATCH SWEDEN GUNNAR KRANTZ 689 4 INNOVATION KVAERNER NORWAY KNUT FROSTAD 633 5 SILK CUT UNITED KINGDOM LAWRIE SMITH 630 6 CHESSIE RACING UNITED STATES GEORGE COLLINS 613 7 TOSHIBA UNITED STATES DENNIS CONNER PAUL STANDBRIDGE 528 8 BRUNELSUNERGY NETHERLANDS HANS BOUSCHOLTE ROY HEINER 415 9 EF EDUCATION UNITED STATES CHRISTINE GUILLOU 275 DNF AMERICA’S CHALLENGE UNITED STATES ROSS FIELD 48 THE ROUTE Total Distance 31,600nm Leg 1 SOUTHAMPTON TO CAPE TOWN Commenced September 21, 1997 Distance 7,350 nm Leg 2 CAPE TOWN TO FREMANTLE Commenced November 11 1997 Distance 4,600 nm Leg 3 FREMANTLE TO SYDNEY Commenced December 13 1997 Distance 2,250 nm Leg 4 SYDNEY TO AUCKLAND Commenced January 4 1998 Distance 1,270 nm Leg 5 AUCKLAND TO SAO SEBASTIAO Commenced February 1 1998 Distance 6,670 nm KNUT FROSTAD Leg 6 SAO SEBASTIAO TO FORT LAUDERDALE Commenced March 14 1998 Distance 4,750 nm Leg 7 FORT LAUDERDALE TO BALTIMORE Commenced April 19 1998 Distance 870 nm Leg 8 ANNAPOLIS TO LA ROCHELLE Commenced May 3 1998 Distance 3,390 nm Leg 9 LA ROCHELLE TO SOUTHAMPTON Commenced May 22 1998 Distance 450 nm HISTORY IN PROGRESS 15
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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
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WWW.VOLVOOCEANRACE.ORG: A TOP 100 W
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RICK TOMLINSON MEDIA STATISTICS 23
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% 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: The victorious W60 was Yamaha, skip
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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