Contact details:
HRISTO HRISTOV Contact details: Phone (24/7): +971 50 614 1689 E-mail: hristov.sail@gmail.com Skype: haralampi79
PROJECT PROPOSAL
Phone (24/7): +359 879 330 286 E-mail: dimitrov.sail@gmail.com Skype: peter_pdbg
Sailing In-house Advertising Entity
PETER DIMITROV
To: Mr. Boutros M. Boutros Company: Emirates Airlines Division: Corporate Communications
Sailing In-house Advertising Entity
PROJECT PROPOSAL
2015
May 2015
Sailing In-house Advertising Entity PROJECT PROPOSAL May 2015
Dear Mr. Boutros, Inspired by the values, the spirit and the nature of Emirates Airlines, knowing that you are open to new and interesting opportunities, and because the perfect implementation of the ideas set out here requires somewhat different approach from the traditional sponsorship deal – we have decided to contact you directly! On the next pages you will discover bright ideas exclusively focused over Emirates Airlines and Dubai’s long term goals and interests, as well as good room for further upgrade, development and activation of the same. It’s important to note that every idea and opportunity stated here is based on our personal experience, detailed study, and is fully consistent with the Emirates Airlines aspirations. We have the knowledge, expertise, and definitely have the motivation, ability and passion to provide benefits for Emirates Airlines and Dubai. We feel we have the talent and creativity to do so. You be the judge! While exploring the present proposal, we remain at your disposal for any further information and clarifications. Best Regards and Fly Emirates, Peter Dimitrov
Hristo Hristov
Disclaimer This document is printed in five copies, and is intended for use by Emirates Airlines employees, only. The content of this document will not be distributed in any printed or electronic form, and will not be provided to third parties for any reason and/or circumstances. The attached CD contains an electronic version of the document and printer friendly transcript of the text contained herein. All internet links mentioned in this document can be accessed directly from the electronic versions found on the CD. In the process of developing this document, we have used freely available on the internet logos, slogans and images, property of Emirates Airlines, in order to better illustrate the ideas set out here. We know, that the above stated properties and anything associated with the Emirates Airlines brand, with which you are very proud, are special for you, and we sincerely did our best to keep it special and exciting.
Content Reaching the customers, reaching the “Globalistas”.............................6 Fly Emirates Sailing Team – The global connectors!................................8 Fly Emirates Youth Sailing Team (The Kids).......................................... 10 The Messengers................................................................................... 10 “Tomorrow” inflames the change for children in need!................ 12 Fly Emirates Offshore Sailing Team....................................................... 17 Fly Emirates Sailing Team Destinations in 12 months.......................... 22 Sparking a movement – The good news is Flying Emirates from Dubai!................................................................................................24 “Fly Emirates Round The World Cup” – The Flying image of Dubai!........ 30 The “Aircraft” ......................................................................................... 32 Round “The World”................................................................................. 34 The Cup .................................................................................................. 36 How to start smart and to promote the Cup?.................................... 38 Sum Up.......................................................................................................40 Why in-house?...........................................................................................42 About Us ….................................................................................................46 Fly Emirates Yought Sailing Team Draft Program ...................................52 Fly Emirates Offshore Sailing Team Draft Program.................................53 The sailing audience.................................................................................56
“There are moments when inspiration takes flight. Moments when you’ve never felt so alive. These are the moments we live for. We know you do too.” Emirates Airlines Group
You are right, and that’s why we are here! The ‘’Sailing In-house Advertising Entity’’ is designed to support Emirates Airlines in reaching its short and long term business goals, to extend and support its brand awareness, and to promote Dubai as destination!
That means:
Fully embodies the brand’s “Hello Tomorrow” motto and philosophy. Promote Dubai as destination and supports its growth, image and initiatives. Extends the Brand’s reach. Connects and unites people from different backgrounds through shared passions and interests. Engage existing and potential customers by new experiences. Adds value to the customer’s experiences. Provides incremental business opportunities. Generates sales. Provides physical demonstration of the Brand’s values. Provides possibility for global coverage and exposure across TV, social media, radio, print etc. Provides full rights protection programs. Provides integrated communication. Forms positive associations with the Brand. Differentiates the Brand from those of the competitors. Supports charitable initiatives of the Brand in unique and customer-engaging way. Improves employee team spirit in attractive to the customer way. Appeals to mass audience, not only to those connected with the sailing sport. It’s flexible to meet any specific Brand need at any time and in any place.
Why Sailing? Sailing provides experiences which invites customers to feel, think, act and relate to the Brand. Sailing is global and the sailors are extensive travelers. Sailing is ecological and environment-friendly. Sailing promotes high performance values . Sailing generates emotions that are associated directly with the Brand. Sailing is a natural connector, ‘’bridge between people, places and cultures’’.
5
Reaching the customers, reaching the “Globalistas�
It’s all about reaching, attracting and engaging the customers! We believe that the corporate communication is just about to share your love, passion and beliefs about the Brand, telling to the existing and prospective customers that your service or product is here and is available! But it is vital to do that in attractive, engaging and encouraging way, because any brand should make you feel something when you hear the name. So, here are three compelling, emotional and exciting ways:
Fly Emirates Sailing Team – The global connectors!
Sparking a movement – The good news is Flying Emirates from Dubai!
Fly Emirates Round The World Cup – The Flying image of Dubai!
7
Fly Emirates Sailing Team – The global connectors!
Setting up Fly Emirates Sailing Team, can such a team achieve the goals of Emirates Airlines? YES! The team embodies the brand’s “Hello Tomorrow” motto. The team promotes Emirates Airlines services and philosophy in spontaneous and natural way. The team promotes Dubai as destination. The team promotes Emirates Airlines destinations. The team promotes Expo 2020 Dubai. The team injects optimistic image association of the brand. The team supports Emirates Airlines charity activity in unique and customers-engaging way. The team provides meaningful experiences for the customers. The team catches not only the sailing’s audience, but the general audience’s attention, too. And Yes, the team gives customers the possibility to meet and greet tomorrow’s unlimited potential - Now! How this will take place? Here we go.
8
“Tomorrow is here and anything is possible”
Fly Emirates Youth Sailing Team (The Kids) What better ambassadors of “Tomorrow” than the kids?
‘’Tomorrow’’ is a state of mind and here is how Fly Emirates Youth Sailing Team delivers this state of mind to the customers.
The Messengers Consisting of up to 20 kids sailors, of which the representative team is 5 to-7 members, they participate in major international regattas governed by the International Sailing Federation (ISAF), and strictly complied with the Emirates Airlines destinations, interests and goals! Under preliminary well ahead planned program and PR activities, the team members meet the Mayor of the hosting city (or any other person or company important for Emirates Airlines and Dubai) and officially hand him a gift, invitation or message from Dubai Government or Emirates Airlines officials, connected to culture, art, sport, event (e.g. Expo 2020 Dubai), gratitude or anything related to the Emirates Airlines or Dubai’s interests and their relationships with the relevant person, company or city! 10
Next, the Team proceeds with the races, where the Brand is exposed in front of their peers, coaches, parents, spectators and media. All the process from the final training and preparations in Dubai, boarding in Dubai, the casual interaction with the passengers, landing at the destination, the official gift giving ceremony, the races and flying back to Dubai, must be filmed as short movie series, that are broadcasted via the Emirates Airlines web site, mobile app, social media, YouTube channel and other news spreading methods! Such movies are perfect way to show adventure in Emirates Airlines style, in a natural and spontaneous manner. From Dubai’s sea view, through the team’s training, up to how the Emirates Airlines in-flight services are used, the crew cabin attitude to the customers, the food preparing and serving, the craft’s interior, Emirates Airlines destinations and why not some interesting conversation with the Captain or the crew, explaining to the kids his job or other subject, which is important to be communicated to the customers? And why not, landing in Milan, for example, the team to be met by Filippo Inzaghi at the Emirates Airlines lounge, and this team to be taken to the Mayor or the person subject to the visit? Such an event by itself is a headline generator for the media, but also can be boosted by persons, already related with the Brand, which will reach even broader audience!
11
“Tomorrow” inflames the change for children in need!
“Compassion and caring for children in need are moral necessities. We all look for ways in which to give, but it’s not always easy.” The Emirates Airline Foundation
The team is fully capable to help and support the “Emirates Airline Foundation” causes in unique and customer-engaging way, and this way is the Art! Here is how it works from our personal, firsthand experience … In 2014 our home city Varna, hosted the sailing ships’ regatta ‘’SCF Tall Ships’’. Together with other members of the local Yacht Club, we decided to use the opportunity which ‘’SCF Tall Ships’’ offered as an event, and to help the youth sailing team by raising funds to purchase new, fully equipped and ready for race boats, which they can race better with and on a higher competitive level. This is how, the Project “Sailing Future’’ was born! It included paintings of the sailing ships participating in the ‘’SCF Tall Ships’’, hand painted bottles, magnets and other handmade souvenirs, which were available for sale on dedicated stand at the regatta’s venue. Exclusively created by the team members, under the inspirational guidance of experienced artists, our young sailors became artists too. For a week time, the net sale resulted Euro 14,800! The venue visitors’ positive feedback and their readiness to help, knowing about the cause, was really inspiring. Not to mention the effect over the kids, seeing the results of their teamwork efforts and actions! Priceless! It works and can work for “Emirates Airline Foundation” causes, too. 12
Projects like this, catching broader audience’s attention due to the nature of the goals and the nature of the leaders of the change – the Emirates Airlines Kids! The process of how these little, responsible and caring Emirates Airlines kids create and spread the message, as well as the cause’s progress, must be filmed and broadcasted broadly. It’s touchable, inspiring and engaging. How often someone can resist a child especially for meaningful causes executed in such beautiful art way? Take a look at some of the young artists in action: Yacht club - Varna 2014 https://www.youtube.com/watch?v=7PK90XCmDmI 13
As the Emirates Airlines employee family comprising of over 160 nationalities, we believe the best team members are exactly the employee’s kids. This will show team members profile build up from different backgrounds and nationalities, which resonates with Emirates Airlines communication strategy in terms of the targeted customers. In addition to this, it will be helpful for the employees itself, as the sailing is great sport for kids, educating them in discipline, responsibility, courage, creative thinking, team spirit, commitment and many other positive qualities, beyond that is fun! 14
Regarding the racing performance and results, the target is to achieve competitive world class racing performance and to support the UAE ‘’Optimist’’ National Team with world class competitive sailors!
Yes, the boat class is called “OPTIMIST”, and yes, we are optimists for ‘’Tomorrow’’! 15
“Tomorrow we can be anywhere and everybody and everything is within reach!” Hellow Tomorrow
Fly Emirates Offshore Sailing Team
Participating in a single event over several years, like America’s Cup and Volvo Ocean race, often causes fans to lose focus and interest. Historically, the yacht racing has been referred to as an elitist sport only, but sailing never sleeps, and that perception has changed progressively in the last 10 years. This is evident from big offshore regattas like Bosporus Cup, Girarglia Rolex Cup, IRC/ORCi World Championships, Rolex Fastnet Race, Rolex Big Boasts Series, Rolex Middle Sea Race and Rolex Sydney - Hobart Race. Participation in these regattas provides great opportunity for Brand’s values demonstration in a long term and on a large number of fans, athletes and media. Fortunately, all of the above events are held in cities, or very close to them, which are important Emirates Airlines destinations. Apart from the fact, that the Brand’s destinations are promoted, there is high potential for Emirates Airlines to enter in strategic partnership with the events right owners or title sponsors like ‘’Rolex’’, and to become Official Airline of the tournaments, bringing the fans and the sailors closer to their passion!
17
As there is a large number of participating boats and the distances to sail are usually over 500 nautical miles (approximately 72 hours at sea), the organizers are not able to show the fans the most interesting from the race. Adopting the Volvo Ocean Race model of reporting, by On-Board Reporter (OBR) as a part of the crew, and the available modern internet technologies, Fly Emirates Offshore Sailing Team can inform, entertain and engage the fans almost in real time, and in unique for the present offshore regattas way. This is video, photo and text news stream, broadcasted directly from the ‘’battle field’’ in Big Brother style, with constant exposure of the Brand and its values in front of the fans. The offshore regattas itself, provides attractive and spectacular moments, such as: extreme high speed sailing, tactical and navigational decision making, crew team work and efforts, dramatic sail changes, close mental and physical battle with the competitors, time and nature. When all this is filmed and displayed to the fans in a professional and emotional way, when it is broadcasted fairly often and in time, it becomes a real eyes-catcher, mind-catcher and heart-catcher for the fans.
People remember experiences!
18
Here are some examples: Thoughts from Onboard What Would You Say? Birthday boys Cape Horn from the sky The Bird Whisperer
https://www.youtube.com/watch?v=AV0xh7ZmcMQ https://www.youtube.com/watch?v=MWGcAwjK2VQ https://www.youtube.com/watch?v=s3ak9324QG4 https://www.youtube.com/watch?v=Uwomhabjn3s https://www.youtube.com/watch?v=9sYde5pi-vA
19
Doing so, the positive associations and benefits for the Brand are at place – connecting people and places, connecting people with their passion, modern, attractive, adventurous, strengthening the employees team spirit, generating sales, promoting Emirates Airlines destinations and much more. The team must be made by 12 members, including: 9 sailors, 1 On-Board Reporter, 1 technical and weather shore team support and 1 administrative assistant (logistic, accounting, team administration).
20
The best modern and competitive boat for the purpose is built in Dubai, which additionally adds great value association with the Brand and Dubai. ‘’Carkeek’’ designed, the ‘’Carkeek 40 MK II’’ boat, is good base for the race performance target, namely – podium positions on any regatta, the team participates in!
“Do you dive into life or watch from the shore?” – Hello Tomorrow
21
Fly Emirates Sailing Team Destinations in 12 months
San Francisco 17-20 September
Miami 26-30 December
San Francisco 18-21 June Rio De Janeiro 9-18 January
Fly Emirates Offshore Sailing Team Fly Emirates Offshore Youth Sailing Team 22
Dublin 13-16 August Cowes, Plymouth 16-21 August
Copenhagen 15-24 July
Istanbul 29 June – 2 July Istanbul 28-31 May
Hong Kong 12-17 February
HOME Singapore 7-10 October
Sydney 26-30 December Malta 17-24 October
Nice, Monaco, St.Tropes, Genoa 13-21 June
Fremantle 3-10 January
Hobart 2-5 January Auckland 2-7 April
23
Sparking a movement – The good news is Flying Emirates from Dubai! BREAKING NEWS!!!
ISAF Official Website: http://www.sailing.org/news/39688.php
24
This news shook the entire sailing community regardless of nationality, age and status - athletes, fans and people who just love sailing! Instead of ISAF (International Sailing Federation) many individuals take actions, and try to help via Facebook dedicated group ‘’Reinstate Paralympic Sailing into 2020 Games’’ and the petition ‘’Reinstate sailing as a sport in the 2020 Paralympic Games’’. Officials like “Minister for Sport’’ of Great Britain and the sailing legend Sir Robin Knox-Johnson joined the cause, too. On 2 April 2015, ISAF President Carlo Croce met the Chief Executive of the IPC (International Paralympic Committee), Xavier Gonzalez, in Bonn, Germany. It was confirmed by the IPC to ISAF that the process of selecting sports for the Tokyo 2020 Paralympic Games has officially ended meaning the IPC’s final decision stands. Sailing will not be included in the Tokyo 2020 Games! On 9th April 2015, the Royal Yachting Association (RYA) stated in its web site that there is still a slim possibility the IPC’s decision for 2020 to be reversed. Shortly after that became clear that this possibility is gone, too! IPC’s decision unites the sailing community naturally, but the real catalyst and pivot of the change is missing.
25
Emirates Airlines can set the stage and bring all together on one table in Dubai and to host the biggest Olympic classes regatta (disable and able sailing) in support of the disable sailors – EVERY YEAR! Emirates Airlines can be the catalyst that helps a whole global community to make positive change! To make their own ‘’Olympic Games” in Dubai! After all, ‘’Tomorrow Dreams Bigger’’ with Emirates Airlines! Uniting the sailing community efforts by hosting and co-organizing such an event with ISAF, Emirates Airlines will attract mass audience attention at Olympic Games subject just in front of Brazil 2016, as the cause is truly positive, unique and engaging. This will extend Brand reach, unite people from different backgrounds through shared passion and interests, strengthen Emirates Airlines and Dubai’s caring image, promote Dubai as a destination, generate sales, and encourage a whole community to regain their faith in ‘’Tomorrow’’. And last, but not least, it will attract as its ambassador any single sailor and fan in the world, catching their hearts, emotions and aspirations! They need that faith, and Emirates Airlines and Dubai can re-imagine their world! IFDS Worlds 2014 Final: https://www.youtube.com/watch?v=WMxEWuPrVcQ&list=FLJ6p-GLQRqOn7iPgIMqhnaPA&index=10
26
27
Check out the interviews: https://audioboom.com/boos/2848557-yachtsman-geoff-holt-wetwheels-speaks-to-mrpaulbunker-about-decision-to-drop-sailing-from-2020-paralympics http://www.itv.com/news/meridian/2015-02-02/uk-petition-after-sailing-axed-from-2020paralympics/ 28
Reinstating sailing at the Paralympics Tokyo 2020 is responsibility of ISAF; our responsibility is to show the Emirates Airlines Brand’s values and to achieve business goals. The beauty is that while doing this, Emirates Airlines make something supportive, real and valuable! In any case, the Tomorrow’s news sound great:
Emirates Airlines hosts in Dubai the biggest 2015 Olympic classes regatta to support the disabled sailors! You are invited! The good news is Flying Emirates from Dubai! Emirates Airline sparks a movement!
It’s worth doing it!
“Fly Emirates Round The World Cup” – The Flying image of Dubai! In 2012, a revolution in the sailing sport was made in Hauraki Gulf (New Zealand), and Emirates Airlines as a title sponsor of ETNZ contributed significantly for that revolution! For the first time America’s Cup class catamaran was foiled in the air! Since then the yacht racing has become more exciting than ever and the mass audience’s attention and interest in sailing has skyrocketed dramatically!
Now the time for collecting its real dividends has come! The change is in the air and it’s flying time! Having the beautiful Dubai sea view, great wind conditions, perfect infrastructure and ‘’The World’’ islands, Emirates Airlines can bring to Dubai world class sailing teams to perform, and spectators to enjoy the ‘’Fly Emirates Round The World Cup’’, and to do that on its own, really exciting and spectacular Dubai style!
Can such an event achieve the goals of Emirates Airlines? Yes, the event embodies ‘’Hello Tomorrow’’ motto and philosophy. Yes, the event promotes Dubai as destination and Dubai’s ‘’The World’’ islands. Yes, the event promotes Expo 2020 Dubai Yes, the event extends the Brand reach. Yes, the event forms beautiful associations with the Brand. Yes, the event provides incremental business opportunities. Yes, the event generates sales. Yes, the event provides full rights protection programs and media value. Yes, the event improves employees’ team spirit in unique and attractive to the customer way. Yes, the event is attractive for the general public, not only for the sailing fans. How? Are you ready for takeoff? Here we go …
31
The “Aircraft” Modern, attractive and exciting, the Martin Fischer designed and built in Dubai, Great Cup 32 (GC32) flying catamaran delivers high performance, sensational racing and high safety. It’s the perfect association with the Emirates Airlines nature, values and aspirations.
“You don’t need to have catlike reflexes, Jimmy Spithill’s nerves of steel, or Larry Ellison’s mountains of money. Just a couple hundred grand and a desire to fly.”
32
“This boat sails downwind at roughly the exact same angles as an AC-72, and 90% of the speed, with a quarter the crew”
https://www.youtube.com/watch?v=eb-j2uPCzS4 https://www.youtube.com/watch?v=sofjG6PqNOs https://vimeo.com/117864320
Round “The World” ‘’The World’’ islands is the best ever sailing venue on the Planet – with no analog! With their shapes and location, ‘’The World’’ islands offer endless potential race courses, which are understandable, spectacular, attracting and no spectator would be able to resist to. The racing conditions around the islands, combined with the flying catamarans are so unique, that offer everything that makes spectators scream and crave for!
S T A R T
F I N I S H
Add to this the beautiful background view of Dubai and the natural settings for the so-called - ‘’stadium sailing’’, Emirates Airlines have the tremendous opportunity to boost its business goals by attracting teams and spectators in Dubai for significant amount of time, to generate sales, to extend its Brand reach, to form beautiful associations with the Brand, to create media value, and to say “Hello Tomorrow” to The World while flying around it!
35
The Cup
The “Fly Emirates Round The World Cup” can be made up of three Fleet and Offshore Race qualification series (e.g. Dnata Cup, Emirates Hotels Cup and Emirates Holydays Cup), and the top four teams in the overall ranking from the qualifications, will meet in direct Match Race finals to decide the “Fly Emirates Round The World Cup” winner and holder till the next year. The Fleet Racing (e.g. Dnata Cup and Emirates Hotels Cup) is intense, action-packed race with boats, frequently separated by just seconds at the finish line. There are generally three to four fleet races a day, depending on weather condition. The Offshore Racing (e.g. Emirates Holydays Cup) is a long distance race, which often is one to three hours long. Dubai shoreline naturally gives the challenge to circumnavigate nearby iconic landmarks like Dubai Marina, Palm Jumeirah, Logo Island, Burj al Arab and all along the beach coast line to Jumeirah Beach. The Match Race (Emirates Round The World Cup) is a thrilling to watch duel between two identically-matched boats which has its own set of rules, and create very close, pushing competition in which the speed and the ingenuity of the crew are compulsory for success. Races are exciting and the winner isn’t usually decided until the very end of the race. “The World” islands race-course provides astonishing environment for extremely interesting match race duels! Designed that way the Cup will grab the attention of all kinds of yacht racing formats fans and the mass audience, will keep the teams in Dubai over a month, and in this period will attract spectators from around the world on site, TV and online.
36
37
How to start smart and to promote the Cup? Starting with two GC32 boats, Emirates Airlines perform Team Building education for its employee, especially for the cadets from ‘’The National Cadet Pilot Program’’. The boats and sailing are perfect for them to learn the speed-distance balance control, to work in team, to be precise in any action they take and many other qualities perfectly matched with the aviation. No media, no event! The process must be filmed and broadcasted, telling the customers a story for the future pilots and how they are trained to “fly” from the early stages of their education. At the end of their training, a Match Race could be organized as an internal Emirates Airlines regatta between two or more cadets’ teams!
38
The GC32 class has already seven teams participating in Europe circuit, and these teams must be communicated. We believe the GS32 Class Association and the teams will respond positively to the challenge, because of the event by itself, and the first class physical and media environment for their sponsors, provided from Emirates Airlines and Dubai’s image and reputation. Adding to this the two Fly Emirates Sailing Team boats, we have nine entries in the list as a minimum. Great number for beginning!
Beginning, which will lay the foundation of something big, that will constantly remind people where Dubai is, and will give them reason to come ... with Emirates Airlines!
39
Sum Up
All the three elements – Fly Emirates Sailing Team, Sparking a movement and Fly Emirates Round The World Cup are fully focused over long term value creation for Emirates Airlines and Dubai! Significant part of the investments required for the ‘’Sailing In-house Advertising Entity’’, are in fact, direct investments in Dubai’s economy. The Entity’s activities will generate a wide range of impacts and benefits for Emirates Airlines and Dubai, which includes economic impacts arised from the Entity’s direct operational expenditure in Dubai to build, race and maintain the boats as well as carry out general business functions. These investments, also generate revenue, related to the purchase of goods and services from Emirates Airlines and Dubai businesses. They in turn purchase from other businesses to fulfil the demand driven by the Entity and so on.
Emirates Airlines image making is important priority, but what is also important, is the supporting of Emirates Airlines and Dubai’s growth in long term.
Why in-house? “You cannot succeed without a base, without home!” Mr. Boutros M. Boutros
Frequently in the tiny little space between the good idea and the perfect performance of the same, are lost a lot of money! That’s why the ’’Sailing In-house Advertising Entity’’ does not just offer benefits; it is designed to materialize them, fully focused on Emirates Airlines and Dubai’s long term interests only, not messing up with other co-sponsors, rights and property owners or event organizers, which are out of the Emirates Airlines’ control. The creation of such in-house Entity to manage and perform the activities listed above, will guarantee effective targets reaching, avoidance of the shortcomings of the traditional sponsorship approach and flexibility in all respects. Often, when a brand works with an outside rights or property owners, it’s one of their several sponsors. Occasionally the brand’s interests and targets could take a back seat in terms of ROI, even if the brand is the title sponsor! There may be issues connected with the relationships of the property owner with third parties that rule the game (e.g. co-sponsors, event organizers or property holders). In such cases, the brand can’t control in full its investments, which however, could be directed to much more profitable, customer engaging and effective property. Every successful partnership requires each party to understand the drivers and the goals of the other, and to contribute to their partner’s success. This is not always possible or enough effective, due to external, non-controllable factors and circumstances!
42
To integrate effectively the brand’s values and targets into event or sponsorship opportunity, both parties must work very closely. This means a lot of detail work and many important decisions about policies, logistics, initiatives and branding must be made. Placed on this basis, the process takes extra time, money and efforts, as opposed to the in-house approach. In addition the outside body or property owner must have access to internal brand’s information as well as timely responses. Definitely, eventual lack of the same, for any reason, may completely undermine the final results. In other words, there isn’t always perfect match, which often lead to turbulence. This is what the ‘’Sailing In-house Advertising Entity’’ avoids. To be successful the ‘’Sailing In-house Advertising Entity’’ needs a home, needs a name, needs a base. Home, which to give birth to ‘’Fly Emirates Sailing Team’’ and to allow that team to start small, but to act globally from the begging. Call it ‘’Emirates Royal Yacht Club’’. A club who to govern ‘’Fly Emirates Sailing Team’’, the ‘’Fly Emirates Round The World Cup’’ and other tournaments and initiatives like “Sparking a movement”. A base, which is great foundation for future benefits creation for Emirates Airlines and Dubai – subject to much more detailed conversation. Dubai and Emirates Airlines deserves it!
43
We have bright ideas and specialized knowledge of sailing. Emirates Airlines have the best possible Communications, Ad and PR specialists. This is great winning combination – in the same boat! For sure, that crew can develop, upgrade and bring to life the ideas stated here.
We are ready, able and willing to start that conversation at any time. Let’s trim the sails together!
About Us … HRISTO HRISTOV
Age: 35 Date of birth: 06/10/1979 Status: Married Nationality: Bulgarian Present residence: UAE Education: Bachelor degree - Sailing Coach at National Sports Academy “Vasil Levski” Sofia, Bulgaria. Languages: English and Russian
Started with the sport at age of 6, I have sailing experience almost 30 years which includes: six times National Champion Class Optimist, three times National Champion - Class Finn, second place at Audi International Regatta - Abu Dhabi, participation in “Optimist World Cup” - Cascais/ Portugal, participation in numerous International and National Regattas, “Club Swan 42” Skipper. My work experience includes:
Abu Dhabi Ocean Racing Team (Volvo Ocean Race) - Shore Team Coordinator; Al Masaood - Boat shows Organizer(Abu Dhabi and Dubai Boat Shows); Al Masaood - Customer Services Manager; Abu Dhabi International Marine Sport Club (ADIMSC) - Sailing Coach, Race Events Organizer; Operations Manager at Ultimate Charter- Dubai; Sailing Coach of Bulgarian team “Nacra 17” Class (ISAF World Cup Series 2014-2015).
Contact details: Phone (24/7): +971 50 614 1689 E-mail: hristov.sail@gmail.com Skype: haralampi79
46
PETER DIMITROV
Age: 39 Date of birth: 23/08/1975 Status: Single Nationality: Bulgarian Present residence: Bulgaria Education: “Bachelor of Computer Science and Information Technology” at Academy of Economics “D.A. Tsenov”, Svishtov, Bulgaria Languages: English and Russian
Started from “Optimist” class at age of 6, my 34 years of sailing experience includes: five podium positions in National Optimist Class regattas, fifteen podium positions on fleet and offshore regattas as skipper/helmsman (“Peterson 25R” National Class), eight times champion on “Melges 24” Class at National regattas as tactic/helmsman, three time Match Race Winner at National Championships as tactic/helmsman (“Melges 24” Class), seven times IRC/ORC offshore regattas Winner as tactic/helmsman (“SWAN 45” and “Melges 32”), participation in numerous international IRC/ORC regattas. My work experience includes: Inter Shipping Ltd (Varna, Bulgaria) – Ship Agent and Forwarder; Dimar Ship Management Ltd (Varna, Bulgaria) – Ship Broker and Operator; Seasteps Ltd. (Varna,Bulgaria) – Yacht & Ship Broker/Manager. Other interests: Marketing & PR, Maritime Law Contact details: Phone (24/7): +359 879 330 286 E-mail: dimitrov.sail@gmail.com Skype: peter_pdbg
47
48
49
50
51
FLY EMIRATES YOUGHT SAILING TEAM DRAFT PROGRAM USA
Australia
1-San Francisco Optimist Heavy Weather Regatta
Australia Open Championship/Fremantle/
Dates Boats in Landing point
Dates Boats in
18/21 Jun 2014 - 71 Entry’s San Francisco
2-Miami International Bowl Regatta Dates Boats in
26/30 Dec 2014- 219 Entry’s
Brazil
3/10 Jan 2014 – 254 Entry’s
New Zealand Toyota New Zealand Optimist Dates Boats in
02/07 Apr 2014 – 275 Entry’s
Hong Kong
Rio De Janeiro- 43rd Brazilian Optimist Championship
Hong Kong Race week
Dates
Dates Boats in
09/18 Jan
12/17 Feb 2014 - 103 Entry’s
Europe
Singapore
1-Riva de Garda meeting Optimist class
CSC Optimist Gold Fleet Championship
Dates Boats in
Dates Boats in
2/5 Apr 2014 -1023 Entry’s from 30 Countries
Qatar
2-Istanbul Optimist week Dates Boats in
29/02 Jul 2014 - 170 Entry’s
3-Nederland-Magic Marine Easter Regatta Dates Boats in
07/10 Nov 2014 - 85 Entrys
3/6 Apr 2014 – 210 Entry’s
1-Doha Optimist Asian and Oceania Championship Dates
20/28 Oct
2-Sail the Gulf Dates Boats in
18/22 Feb 2014 - 40 Entry’s , 8 countries
4-Irland- Irish Optimist Open Championship
Oman
Dates Boats in
Mussanah Race Week
13/16 Aug 2014 – 180 Entry’s
Dates Boats in 52
18/24 Jan 2014 - 30 Entry’s , 9 countries
FLY EMIRATES OFFSHORE SAILING TEAM DRAFT PROGRAM Bosphorus Cup 2016 (Istanbul) “Sailing in the heart of the history” Dates:
28-31 May
Since:
2002
Start point:
Istanbul (Turkey)
Finish point:
Istanbul (Turkey)
Boats in 2014:
80
Sailors in 2014:
560
Facebook fans:
2,464
Nearest Emirates landing point:
Istanbul
Web site: http://www.bosphoruscup.org/en/ Day One 2014: https://vimeo.com/97553360 Day Two 2014: https://vimeo.com/97611242?from=outro-local Day Three 2014: https://vimeo.com/97669308?from=outro-local
The Giraglia Rolex Cup 2016 (Sanremo, Saint-Tropez, Genoa, Monaco) “The Giraglia Rolex Cup, which celebrates its 63rd edition in 2015, includes one of the most renowned offshore races in the Mediterranean.” Dates:
13-21 June
Since:
1953
Start point:
Sanremo (Italy)
Middle point:
Saint-Tropez (France)
Finish point:
Genoa(Italy) or Monte-Carlo (Monaco)
Boats in 2014:
206
Sailors in 2014:
2060
Nearest Emirates landing point to the start:
Nice (France)
Nearest Emirates landing point to the finish:
Nice (France), Milano (Italy)
All for the regatta (info, video and photos): http://www.regattanews.com/gallery.aspx?eid=341&year=2014&clid=0&ctid=100
53
ORC International World Cup 2016 (Copenhagen) “The event will take place 15-24 July 2016 and will be an important element in the celebration of the Royal Danish Yacht Club’s 150 years anniversary that year.” Dates 2016:
15-24 July
Since:
n/a
Start point:
Copenhagen (Denmark)
Finish point:
Copenhagen (Denmark)
Boats in 2014:
151
Sailors in 2014:
1057
Facebook fans:
2,137
Nearest Emirates landing point 2016:
Copenhagen (Denmark)
Web site 2014: http://www.orcworlds.com/ Web site 2015: http://www.barcelonaorcworlds2015.com/ News 2016: http://www.orc.org/news/2014/141106a.htm
Rolex Fastnet Race 2017 (Cowes, Plymouth) “The biennial Rolex Fastnet Race has been an established fixture on the ocean racing circuit since 1925. The 608-nautical mile race is a test of strategy and skill with challenging tidal currents and changeable weather.” Dates:
16-21 August
Since:
1925
Start point:
Cowes (UK)
Finish point:
Plymouth (UK)
Boats in 2013:
336
Sailors in 2013:
3360
Nearest Emirates landing point to the start and finish:
London, Gatwick (UK)
All for the regatta (info, video and photos): http://www.regattanews.com/gallery.aspx?eid=283&year=2013&clid=0&ctid=100
Rolex Big Boat Series 2016 (San Francisco) “Inaugurated in 1964, the Rolex Big Boat Series celebrates its 50th anniversary this year. The regatta, hosted by St. Francis Yacht Club and sailed on San Francisco Bay, draws top sailors and boats from across the nation and abroad for four days of extremely competitive one-design and handicap racing.” Dates 2016:
17-20 September
Since:
1964
Start point:
San Francisco (USA)
54
Finish point:
San Francisco (USA)
Boats in 2014:
99
Sailors in 2014:
693
Facebook fans:
899
Nearest Emirates landing point:
San Francisco (USA)
Remark:
Subject to boat and class choice
Web site: http://www.rolexbigboatseries.com/
Rolex Middle Sea Race 2016 (Valetta) “Starting and finishing in Malta, the 607-nautical mile route includes the deep azure waters of Sicily and the Strait of Messina, the islands of Pantelleria and Lampedusa, and even features Stromboli’s active volcano as a course mark.” Dates:
17-24 October
Since:
1968
Start point:
Valetta (Malta)
Finish point:
Valetta (Malta)
Boats in 2014:
122
Sailors in 2014:
1404
Facebook fans:
4,362
Nearest Emirates landing point:
Valetta (Malta)
Web site: http://www.rolexmiddlesearace.com/
Rolex Sydney to Hobart Race 2016 (Sydney, Hobart) “Mention the leading ocean races in the world, and the Rolex Sydney Hobart is certainly in the top three. This 628-mile offshore race organized by the Cruising Yacht Club of Australia provides a tough test for skippers, tacticians and crews alike. A yachting classic, the race attracts a well-seasoned international fleet ready to test itself against the challenging conditions.” Dates:
26 December 2016-01 January 2017
Since:
1945
Start point:
Sydney (Australia)
Finish point:
Hobart (Australia)
Boats in 2014:
117
Sailors in 2014:
2200
Facebook fans
17,539
Nearest Emirates landing point on the start:
Sydney (Australia)
Nearest Emirates landing point on the finish:
Hobart (Australia)
Web site: http://www.rolexsydneyhobart.com/
55
The sailing audience Majore sailing events VOLVO OCEAN RACE 2011-2012 1,55 BILLION
Cumulative TV audience from 8,969 broadcasts
58,978
Online news articles from 4,240 different online outlets
41,6 MILLION
Visits to volvooceanrace.com, 6.27 million unique visitors and 127 million page views
8 MILLION
Views during the race on the official YouTube channel
6,7 MILLION
Views on the race’s official Livestream multimedia channel
144,869
Participating unique players in the official game
16 MILLION
Visits to the race trackers generating 244 million page views
266,300
Downloads of the Volvo Ocean Race Apps for iOS and Android
206,046
Fans on Facebook
2.9 MILLION
Visitors to the Race Villages from Alicante to Galway
2,954
Accredited journalists representing 86 different nationalities at the Race Villages
21,959
Corporate guests hosted at the Stopovers
http://www.volvooceanrace.com/ https://www.facebook.com/volvooceanrace https://twitter.com/Volvooceanrace https://instagram.com/volvooceanrace/ https://www.youtube.com/user/volvooceanracevideos/featured http://www.volvooceanrace.com/en/game.html
AMERICA’S CUP 2013 203
countries broadcast the America’s Cup on television
15,000
America’s Cup broadcast in news bulletins globally
320,000+
downloads of the America’s Cup app
1 million+
visitors to the official public sites in San Francisco at America’s Cup Park and America’s Cup Village. Hundreds of thousands more viewed the racing from the city front
10,000
hospitality guests
5 million+
unique visitors to the website of the Americas Cup in September and over 45 million+ page views during the Summer of Racing (July 1 to September 26)
24,8 million+
views of videos on YouTube
100 million+
minutes of videos viewed in the past month
575
accredited media, from 32 countries
56
230,944
Facebook Fans
73,200
Tweeter followers
148,222
YouTube subscribers
29,962,644
YouTube views
http://www.americascup.com/ https://www.facebook.com/americascup?_rdr https://twitter.com/americascup https://www.youtube.com/user/AmericasCup/featured
BARCELONA WORLD RACE 29,501
Facebook Fans
6,318
Tweeter followers
2,018
YouTube subscribers
409,002
YouTube views
http://www.barcelonaworldrace.org/ https://www.facebook.com/BarcelonaWorldRace https://twitter.com/BWR_2015 https://www.youtube.com/user/BWR20142015
VENDEE GLOBE 79,989
Facebook Fans
21,300
Tweeter followers
5,074
YouTube subscribers
1,203,157
YouTube views
http://www.vendeeglobe.org/ https://www.facebook.com/VendeeGlobe https://twitter.com/vendeeglobe https://www.youtube.com/user/VendeeGlobeTV
Sailing World Cup 16,807
Facebook Fans
18,900
Tweeter followers
838,016
YouTube views
http://www.sailing.org/worldcup https://www.facebook.com/ISAFSailingWorldCup https://twitter.com/isafupdates https://www.youtube.com/user/SailingWorldCup/featured
57
MAJORE SAILING MEDIA AND MAGAZINES
Yachting World Magazine 5,914
Facebook Fans
18,822
YouTube subscribers
4,238,296
YouTube views
http://www.yachtingworld.com/ https://www.facebook.com/yachtingworldmagazine?_rdr https://www.youtube.com/user/yachtingworld/featured
Yachting Monthly 3,203
Facebook Fans
17,700
Tweeter followers
22,107
YouTube subscribers
5,281,760
YouTube views
http://www.yachtingmonthly.com/ https://www.facebook.com/yachtingmonthlymag https://twitter.com/yachtingmonthly https://www.youtube.com/user/YachtingMonthly/featured
Sailing Anarchy 103,574
Facebook Fans
27,500
Tweeter followers
1,701
YouTube subscribers
2,415,374
YouTube views
http://sailinganarchy.com/ https://www.facebook.com/SailingAnarchy?ref=br_tf https://twitter.com/sailinganarchy https://www.youtube.com/user/Blocksail
Sailing News TV 2,210
Facebook Fans
396
Tweeter followers
10,969
YouTube subscribers
9,286,273
YouTube views
https://www.facebook.com/sailingnews.tv https://twitter.com/sailingnewstv https://www.youtube.com/user/SailingNewsTV/featured
Sailing World Magazine 102,772
Facebook Fans
23,800
Tweeter followers
58
http://www.sailingworld.com/ https://www.facebook.com/sailingworld?ref=br_rs https://twitter.com/SailingWorldMag?cmpid=twheader
Sail Magazine 40,280
Facebook Fans
23,400
Tweeter followers
5,591
YouTube subscribers
1,262,298
YouTube views
http://www.sailmagazine.com/ https://www.facebook.com/sailmag https://twitter.com/sailmagazine https://www.youtube.com/user/SAILMagazine1970/featured
OFFICIAL BODIES ISAF (International Sailing Federation) 110,084
Facebook Fans
18,900
Tweeter followers
3,960
YouTube subscribers
750,655
YouTube views
http://www.sailing.org/ https://www.facebook.com/ISAFWorldSailing https://twitter.com/isafupdates https://www.youtube.com/user/isafchannel/featured
Royal Yachting Association 5,976
Facebook Fans
15,700
Tweeter followers
4,157
YouTube subscribers
1,049,032
YouTube views
http://www.rya.org.uk/ https://www.facebook.com/RoyalYachtingAssociation https://twitter.com/RYA https://www.youtube.com/user/RYA1875/featured
GENERAL 80 000+
officially registered ISAF sailors
Sailing – Facebook topic 915,131
Facebook likes
https://www.facebook.com/pages/Sailing/107733585923064?ref=br_rs# 59
“Let the beauty we love be what we do.� Maulana Jalal al-Din Rumi
Contact details:
HRISTO HRISTOV Contact details: Phone (24/7): +971 50 614 1689 E-mail: hristov.sail@gmail.com Skype: haralampi79
PROJECT PROPOSAL
Phone (24/7): +359 879 330 286 E-mail: dimitrov.sail@gmail.com Skype: peter_pdbg
Sailing In-house Advertising Entity
PETER DIMITROV
To: Mr. Boutros M. Boutros Company: Emirates Airlines Division: Corporate Communications
Sailing In-house Advertising Entity
PROJECT PROPOSAL
2015
May 2015