Volvo Ocean Race: Overview, Marketing, History

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2001-02 THE VOLVO OCEAN RACE 16 HISTORY IN PROGRESS Eight teams, including an all female team, were on the starting line on September 23 for the first race under the Volvo banner which will be remembered for its drama. Roy Heiner, the skipper of the highly-fancied Assa Abloy was replaced by watch captain Neal McDonald after finishing in fifth place on leg one. Illbruck, which won the leg, almost sank on leg two when an inspection hatch worked loose and she shipped gallons of water. Tyco was forced to retire from leg two with severe rudder failure. Keith Kilpatrick/Amer Sports One was sick and confined to his bunk but thankfully The Royal Australian Air Force came to the rescue with an airdrop of medical supplies and Kilpatrick was later transferred to a waiting fishing boat near Eclipse Island, Western Australia. He was never to sail again on Amer Sports One, which, in the closing hours of the leg, suffered a spectacular broach, pinning the boat on her side for five minutes off the entrance to Sydney Harbour. Skipper Grant Dalton, lying injured in his bunk, was powerless to help as the boat flailed hopelessly on her side. Just hours into the Sydney to Auckland leg, a huge waterspout threatened the fleet. Everyone got away unscathed, although SEB later suffered rudder failure and retired. Lisa McDonald’s crew broke their forestay and also hit something suspicious, delaying their restart from the Hobart pitstop and on to Auckland.
The Southern Ocean lived up to its reputation and from Auckland to Rio the fleet encountered the worst ice they had ever seen. SEB was dismasted and limped in to Ushuaia under jury rig. Hours after the restart from Rio de Janeiro, SEB collided with illbruck and arrived in Miami with a jagged look to her bow. A protest was filed but not upheld. During the dash across the Atlantic illbruck turned in a near faultless leg, and, clocking up 484 nautical miles, they beat SEB’s 24-hour record from the Southern Ocean. Disaster struck Lisa McDonald’s Amer Sports Too, when her mast broke and ended her team’s involvement in the leg in an instant. Leg eight to Gothenburg was an enthralling battle and resulted in the closest finish in the history of the race with five boats finishing within seven minutes after 1,075 miles of racing. The day of the start from Gothenburg had both sailors and commentators shaking their heads in disbelief. The spectator fleet on the water and the crowds lining the shore outdid anything seen on the America’s Cup courses or Sydney to Hobart starts. It may even have outdone the end of the final race of the America’s Cup in Fremantle. If Gothenburg had been a phenomenon, the finish in Kiel had to be seen to be believed. A huge crowd, was there to applaud them all, but the winner’s enclosure belonged to John Kostecki and his German boat illbruck. It’s been a long eventful nine months with many ups and downs but it has been, as these races always are - unforgettable STEVE HAYLES LEFT TO RIGHT. THE FLEET STARTS CLOSE TO THE SHORE IN CAPE TOWN. JOHN KOSTECKI VICTORIOUS. ILLBRUCK TRAINING IN SYDNEY. PHOTOS: DANIEL FORSTER, JON NASH, RICK TOMLINSON 2001-02 RACE COURSE AND RESULTS POSITION YACHT NATIONALITY SKIPPER(S) POINTS 1 ILLBRUCK CHALLENGE GERMANY JOHN KOSTECKI 61 2 ASSA ABLOY SWEDEN NEAL McDONALD 55 3 AMER SPORTS ONE ITALY/FINLAND GRANT DALTON 44 4 TYCO BERMUDA KEVIN SHOEBRIDGE 42 5 NEWS CORP AUSTRALIA JEZ FANSTONE 41 6 DJUICE NORWAY KNUT FROSTAD 33 7 SEB SWEDEN GUNNAR KRANTZ 32 8 AMER SPORTS TOO ITALY/FINLAND LISA McDONALD 16 THE ROUTE Total Distance 31,600nm Leg 1 SOUTHAMPTON TO CAPE TOWN Commenced September 23, 2001 Distance 7,350 nm Leg 2 CAPE TOWN TO SYDNEY Commenced November 11, 2001 Distance 6,550 nm Leg 3 SYDNEY TO AUCKLAND Commenced December 26, 2001 Distance 2,050 nm Leg 4 AUCKLAND TO RIO DE JANEIRO Commenced January 27, 2001 Distance 6,700 nm Leg 5 RIO DE JANEIRO TO MIAMI Commenced March 9, 2002 Distance 4,450 nm Leg 6 MIAMI TO BALTIMORE Commenced April 14, 2002 Distance 875 nm Leg 7 ANNAPOLIS TO LA ROCHELLE Commenced April 28, 2002 Distance 3,400 nm Leg 8 LA ROCHELLE TO GÖTEBORG Commenced May 25, 2002 Distance 1,075 nm Leg 9 GÖTEBORG TO KIEL Commenced June 8, 2002 Distance 250 nm HISTORY IN PROGRESS 17
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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
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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: It was not until a third of the rac
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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