Mid Race Report Volvo Ocean Race 2011-12
Pe rfo rm in g
at th e lim it Ar ou nd th e wo rld Ar ou nd
th e
clo ck
Message from
Knut Frostad
CEO, Volvo Ocean Race The Mid Race Report is our chance to give existing and potential new stakeholders and partners an insight into what we have achieved over the first half of the Volvo Ocean Race 2011-12. Our aim throughout has been to deliver this unique story, one of the last great human adventures, to a global audience with instant updates and in High Definition, using the most advanced satellite technology developed with our partners Inmarsat and Thrane & Thrane. A lot has changed since satellite communication was introduced in this race in 1993 and for the current edition we have invested heavily in state-of-the art technology to bring more content of an even higher quality to fans around the world. I know of no other sport that puts a cameraman and reporter combined at the heart of the action in the way we do with our Media Crew Members, who use their position on board and multimedia storytelling skills to produce and deliver content of exceptional quality. A major part of our strategy has been to increase the level of news coverage of the 2011-12 race across the media. Our communications team has made this a focus, working closely with the teams and their media operations to make
it possible. I have been especially pleased with the breadth and scale of online news coverage about the race and it is gratifying to see that we have already passed the total number of online news articles published during our last edition in 2008-09. The changing online landscape has proved to be a great match for our content-rich race. With an abundance of high-quality images, audio clips, text and video, we are building a large and passionate audience via the online and social media platforms we manage. Another key goal for us has been to raise the quality and entertainment level still further in the stopovers. Together with our great host city partners we have been pleased to see visitors spending more time in the race villages and coming back for more. There’s still a long way to go to the finish and we are determined to continue to improve our numbers to reach an all-time high on all platforms.
Knut Frostad
The state-of-the-art Race Control at Volvo Ocean Race HQ, Alicante, Spain
2 2
Volvo Ocean Race 2011-12 Mid Race Report
Key headlines: The Race To Date 2.6 billion 880 MILLION 30,651 35 MILLION 110 MILLION 1.3 million 12,174 €89.27 million
Cumulative print readership from 4,249 articles (Source: IFM/SMS – up to February 19)
Cumulative TV audience from more than 1,200 hours of coverage (Source: IFM/SMS – up to February 19)
Online news articles published since October 10, 2011 (Source: Meltwater News – up to March 18)
Visits to the Volvo Ocean Race Game and website (Source: Google Analytics – up to March 18)
Page views to the Volvo Ocean Race Game and website (Source: Google Analytics – up to March 18)
Visits to the Race Villages up to and including the Sanya stopover (Source: PwC and Host Ports)
VIP corporate guests in Alicante, Abu Dhabi and Sanya (Source: PwC)
Total economic impact in Comunidad Valenciana, Spain from Alicante stopover (Source: PwC)
137,174
Total downloads of Volvo Ocean Race App for iPhone, iPad and Android since launch in November 2011(up to March 18)
4.1 MILLION
Views of Race videos on the official Volvo Ocean Race YouTube channel since the start of the Race (up to March 18)
111,299 128,689
Fans of the official Volvo Ocean Race Facebook page (up to March 18)
Registered players from 150 countries for the Official Game (up to March 18)
Contents
volvooceanrace.com
3
Key Headlines: The Race To Date
4
Data Credentials
5
Image Values and Fan Profile
6
Media Reach: Television
9
Case Study: IWC Schaffhausen
10
Media Reach: Radio
11
Case Study: Groupama sailing team
12
Media Reach: Print
14
Media Reach: Online
16
Media Reach: Social and Multimedia
22
Economic Impact
24
Case study: Abu Dhabi
25
Case study: Volvo
26
Case study: DHL
3
Data Credentials This report summarises key findings from the global research programme for the Volvo Ocean Race 2011-12. The research programme was designed to provide stakeholders with a comprehensive assessment of the Race’s reach and impact. The report delivers data relating to the media reach and original, objectively-derived insights into the values associated with the Race as well as the impact on stakeholder brands. All data detailed in this Mid Race Report was collected between October 2011 and March 2012. Published by: Volvo Ocean Race S.L.U. April 2012
IFM/SMS IFM/SMS has 28 years´ experience in sports marketing and research. The company is part of the RSMG Insight Group – the international leader in sports marketing and sponsorship research.
Meltwater Group Meltwater Group provides digital intelligence to over 20,000 clients from 50+ offices around the world. The Meltwater News tool tracks more than 170,000 global news sources online in 190 countries and 100 languages, ranging from major news outlets, to blogs, Twitter, YouTube, Facebook, trade publications, local and regional journals, weeklies, TV and radio transcripts.
PwC PricewaterhouseCoopers has longstanding and widely recognised experience in impact assessments in the sports and leisure sector. The team conduct surveys, prepare financial estimates and customise economic impact models to quantify economic impact in selected stopovers in the Volvo Ocean Race.
Simply Measured Simply Measured aggregates data from multiple sources to give accurate information on social media. Simply Measured tools are trusted by over 30,000 users worldwide, Fortune 500 brands and top digital agencies.
Photos: Dan Armstrong Chris Cameron/CAMPER2011-12 Ian Roman/Volvo Ocean Race Yann Riou/Groupama Sailing Team/Volvo Ocean Race Ainhoa Sanchez/Abu Dhabi Ocean Racing Tim Stonton/Volvo Ocean Race
4
Volvo Ocean Race 2011-12 Mid Race Report
Image Values and Fan Profile
`` Volvo Ocean Race has strong and attractive image values compared to other sports events
VOLVO OCEAN RACE IMAGE VALUES (7 MARKET1 ANALYSIS) 52% 33%
Adventurous
29% 15% 51% 40%
Teamwork
44% 14% 50% 46%
Exciting
57% 36% 48% 43%
Challenging
45% 35% 42% 38%
Appealing
41% 35%
Volvo Ocean Race Golf (4 Major events) Formula 1 Tour de France
32% 17%
Innovative
33% 18% 32%
Environmentally Friendly
31% 8% 30%
1
Markets: Brazil, France, Italy, Netherlands, Spain, Sweden and UK
Source: IFM/SMS October 2011
VOLVO OCEAN RACE FAN PROFILE: 7 MARKET1 ANALYSIS Core demographic (72% of total) is aged between 24-55
More positive towards sponsorship and more likely to buy products from brands that sponsor sports they like
80% ABC1 social class (managerial position)
Average income: â‚Ź44.9K (+18% higher than general sports fan)
Markets: Brazil, France, Italy, Netherlands, Spain, Sweden and UK Source: Sample: 600 sport interested people +15 years old representative by country / 250 sailing interested. Total sample: 4.200
1
Source: IFM/SMS October 2011
volvooceanrace.com
5
Media Reach: Television
`` A 15% increase in hours
TV PERFORMANCE PER COUNTRY1
of coverage resulted in audience growth of more than 90% compared to the last race
Country
Hours of Coverage
Cumulative Audience
Brazil
44:08:24
1,300,529
China
27:08:25
524,491,547
France
34:44:30
119,331,947
Germany
5:58:08
6,477,161
Ireland
36:08:02
1,876,150
Italy
16:33:49
4,132,100
Netherlands
0:55:00
172,000
New Zealand
10:06:15
21,230,777
Portugal
46:56:51
2,071,012
South Africa
158:56:09
11,025,640
Spain
65:14:52
151,730,524
Sweden
7:08:20
3,713,000
UAE
201:31:02
1,523,017
UK
31:09:30
926,026
USA
207:41:40
15,451,521
Rest of the World
334:53:02
15,395,723
TOTAL
1,229:13:59 (+15%)
880,848,674 (+92%)
`` Improvement in TV news coverage as well as quality of broadcasters are key reasons for the audience increase
IFM/SMS has monitored these 15 countries throughout the period. The “Rest of the world� is based on collected clippings and reports from non-monitored countries. Therefore it is likely that the Rest of the World is significantly higher, but no extrapolation has been applied to this figure.
1
Source: IFM/SMS from October 10, 2011-February 19, 2012
6
Volvo VolvoOcean OceanRace Race2011-12 2011-12 Mid MidRace RaceReport Report
SAMPLE OF VOLVO OCEAN RACE TV BROADCASTERS Europe
China
Asia Pacific
Americas
GROWTH IN Global TV AUDIENCE (IN MILLIONS) 1,000
800
700 601
600
600
500 435
400
400 300
277
200 100 0
880 M
800
880
Accumulated global TV audience Global TV audience by leg
278
459 M
900
200
166
158
Pre-Race & Alicante
Leg 1 & Cape Town
Leg 2 & Abu Dhabi
Leg 3 & Sanya
0
2008-09
2011-12
(Pre-Race and Legs 1-3)
GROWTH IN Global TV COVERAGE (IN HOURS) 1,229
1,500
1,200
1,000
800
900
797
600 420
400
377
291
200
0
432
1,229 HRS
Accumulated global TV coverage Global TV coverage by leg
1,073 HRS
1,200
600
300
129 Pre-Race & Alicante
Leg 1 & Cape Town
Leg 2 & Abu Dhabi
Leg 3 & Sanya
0
2008-09
2011-12
(Pre-Race and Legs 1-3)
Source: IFM/SMS from October 10, 2011-February 19, 2012
volvooceanrace.com
7
Media Reach: Television Number of tv broadcasts by country1 522
Rest of World
401
Spain
334
USA
278
China
257
UAE South Africa
246
in China alone during Leg 3, watched by an average of 2.5 million. The most-watched was on CCTV1 and seen by an estimated 12.5 million
218
France
104
New Zealand
80
Italy
55
Brazil UK
54
Ireland
53
Germany
`` There were 81 TV broadcasts
223
Portugal
Top TV News Broadcasters by audience
42
`` FOX Sports Network in the USA
OMNISPORT, Eurovision/EBU)
`` Direct to broadcasters
Volvo Ocean Race 2011-12 TV ProgramMEs
`` 43 hours in total (IMG) `` 13 x half-hour highlight shows (Leg Starts/In-Port Race Highlights, Preview Show & Mid-Race Update) `` 10 x Live In-Port Races (90 minutes) `` 9 x Live Leg Starts (60 minutes) `` 9 x 1-hour Leg Documentary Shows `` 1 x 90-minute Official Film (late July 2012) `` 1 x History of the Volvo Ocean Race Documentary (Pre-Race)
CCTV-5
155
392,106,187
CCTV News
18
68,023,270
CCTV News English
22
7,854,000
TVE1
36
80,007,400
Forta
259
34,398,293
18
26,778,811
TF1
5
40,667,800
France 3
13
24,891,100
France 2
5
5,770,000
SPAIN
showed 241 programmes on the Race during Leg 3 across the regional channels with a total audience of nearly 3 million
`` Volvo Ocean Race Broadcast Room / Newsmarket `` International agencies (SNTV, AFP Video, Reuters TV,
Cumulative Audience
CHINA
Includes news, live, dedicated programmes and magazines/shows Source: IFM/SMS from October 10, 2011-February 19, 2012
1
Volvo Ocean Race 2011-12 TV News distribution
Number of News Items Broadcast
Country/Channel
Sweden 11
1
Telecinco FRANCE
1
Conglomerate of Spanish regional channels
Top 10 TV Broadcasts Country Date
Channel
Duration
China
Nov 7, 2011
CCTV-1
0:00:26 13,218,000
Audience
China
Feb 6, 2012
CCTV News 0:00:36 12,459,000
China
Feb 18, 2012
CCTV News 0:01:00 10,822,000
China
Feb 19, 2012
CCTV News 0:00:45 9,953,000
France
Jan 15, 2012
TF1
France
Nov 13, 2011
TF1
0:01:59 8,966,100 0:01:52 8,805,000
France
Nov 6, 2011
TF1
0:01:59 8,694,500
China
Jan15, 2012
CCTV-5
0:00:24 7,305,000
France
Dec 28, 2011
TF1
0:00:20 7,274,200
France
Nov 5, 2011
TF1
0:01:39 6,928,000
Source: IFM/SMS from October 10, 2011-February 19, 2012
8
Volvo Ocean Race 2011-12 Mid Race Report
Case Study: IWC Schaffhausen
Exquisite timing, a ‘Money Can’t Buy’ experience “This uncompromising round-theworld race is one of the most demanding team sporting events of them all and promises a competition full of drama and adventure,” is the way Georges Kern, CEO of IWC Schaffhausen, summarises the company’s commitment as a partner to the Volvo Ocean Race.
during the race, the company decided to offer the sailors an enormous incentive with each crew member on board the winning boat set to win a Portuguese Yacht Club Chronograph Edition “Volvo Ocean Race 2011-12” – an exquisitely crafted and designed timepiece especially launched for the Race.
Being the race’s Official Timekeeper The partnership between IWC and a team sponsor has given IWC Schaffhausen and Volvo Ocean Schaffhausen a unique opportunity Race has provided an opportunity to grant behind-the-scenes access for the Swiss watch manufacturer IWC Schaffhausen brand ambassador to demonstrate its expertise in terms Zinedine Zidane in Alicante with first ever UAE to key clients and lucky contestants. of engineering, technology and Volvo Ocean Race sailor Adil Khalid They are true Money Can’t quality. Both brands share the same Buy Experiences and have helped establish IWC spirit and values, while showcasing invention, technical Schaffhausen as a major partner of the world’s toughest excellence, outstanding craftsmanship and adventure. sporting event. IWC Schaffhausen is involved with the Volvo Ocean Race 2011-12 as Official Timekeeper and sponsor of As Official Timekeeper, IWC Schaffhausen’s technology the prestigious 24-hour speed record competition as and timing is also displayed on the official start boat at all well as Official Sponsor of Abu Dhabi Ocean Racing. In-Port races and Leg Starts as well as on the TV screens and official web pages and trackers. For the overall best distance over any 24-hour period volvooceanrace.com
9
Media Reach: Radio Top 10 Radio stations: numbers of broadcasts NZ
UAE Radio 1 & 2 NZ
Radio Live
FR
France Bleu
NZ
Rhema
NZ
Radio New Zealand
117 112 106 106 103
Radio Sport
UAE ARN NZ
Easy Mix
300
237
IRE Galway Bay NZ
412
Newstalk ZB
90 82
Top 10 Radio stations: cumulative audience CHN China National Radio
143.3M
CHN CRI 105M FR
RFI
FR
RTL
72.5M
ESP RNEE FR
France Bleu
UAE Radio 1 & 2 FR
NZ
Newstalk ZB
71.3M 63.8M
48.4M 27.6M
France Info
ESP Cadena Ser
83.5M
21.1M 20.1M
Source: USP Content and IFM/SMS
`` Radio stations around the world talk to the boats live from
the middle of the ocean. USP produces and distributes the radio content globally
RADIO BROADCASTS: TOP 8 COUNTRIES Country
Number of Broadcasts
Cumulative Audience
France
322
285,561,640
China
45
248,640,000
Spain
307
106,604,145
UAE
420
68,289,960
New Zealand
1,142
37,034,460
South Africa
171
20,704,337
Ireland
181
13,365,702
UK
25
12,076,458
Source: USP Content and IFM/SMS September 1, 2011March 10, 2012
10
Volvo Ocean Race 2011-12 Mid Race Report
Case Study: Groupama sailing team
Groupama’s rise to the global challenge Groupama has long held offshore sailing as its flagship sponsorship commitment. Since 1997, the company has been behind the Franck Cammas success story in events such as the The Jules Verne Trophy, Transat Jacques Vabre and the Route du Rhum but the current campaign represents a shift to an event with a much more global profile. So while Cammas is proud to be testing himself and his crew against the best sailors on the planet, for Groupama, an international insurance company, the Volvo Ocean Race is a chance to extend the brand’s global profile. Client activation and building engagement have been key to the Groupama success story in the race. A great deal of attention has been paid to branding at the Groupama HQ in Paris, which features an interactive exhibition for staff and clients and twice a week acts as the staging area for audio and visual calls with media from France and across the world. volvooceanrace.com
Thanks to a close working relationship between the Groupama media team, the onboard Media Crew Member Yann Riou and the Volvo Ocean Race’s media assets, the team have a weekly highlights package that goes out on French national television station TF1 each Sunday. Another media partnership sees Cammas write a weekly blog on his experiences in the race for Ouest France, the country’s biggest selling newspaper, and thanks to the momentum being gathered by the team over the first half of the race the media results are reaching new heights. With tens of thousands of fans expected for a homecoming at the penultimate stopover in Lorient, everything points to the team continuing to exceed expectations in their first experience of sailing’s biggest global adventure.
11
Media Reach: Print Key Print Highlights by country Country
No. of published articles
Cumulative Readership
Brazil
128
51,863,483
China
182
334,002,900
France
695
684,538,824
Germany
72
36,821,112
Ireland
352
62,776,743
Italy
141
237,445,296
Netherlands
67
50,852,772
New Zealand
255
40,956,146
Portugal
115
53,847,286
South Africa
37
11,176,271
Spain
1289
688,772,229
Sweden
62
17,420,598
UAE
650
179,779,986
UK
94
140,654,580
USA
48
41,998,617
Other
62
13,797,096
TOTAL
4,249
2,646,703,939
Source: IFM/SMS from October 10, 2011-February 19, 2012
Top Print Publications by Country Country
Source
No. of articles
Readership1
Spain
Marca
122
1,740,677
El País
34
1,991,000
L´Équipe
98
1,478,000
Le Figaro
39
908,000
Guangzhou Daily
13
3,160,000
Shanghai Evening Post
16
924,000
Italy
Gazzetta dello Sport
30
3,995,000
UAE
The National
209
297,000
UK
The Daily Telegraph
25
1,905,000
Ireland
Irish Times
46
359,000
Portugal
A Bola
20
792,000
Brazil
Lance
16
608,372
USA
Miami Herald
17
819,000
New Zealand
New Zealand Herald
37
602,000
Germany
Die Welt
6
510,000
Sweden
Goteborg Posten
8
552,000
France China
1
The number of people who have read or looked at an average issue of a publication
Source: IFM/SMS from October 10, 2011-February 19, 2012
12
Volvo Ocean Race 2011-12 Mid Race Report
GROWTH IN Print READERSHIP (IN MILLIONS)
GROWTH IN print ARTICLES 4,500
Cumulative growth in print articles Print articles per leg and stopover
4,249
3,000
3,411
3,000
2,136
2,000
2,023 1,500
0
1,349
1,000
799 Pre-Race & Alicante
1,224 Leg 1 & Cape Town
1,388 838 Leg 2 & Abu Dhabi
Leg 3 & Sanya
531 0
2,646
Cumulative growth in print readership Print readership per leg and stopover
Pre-Race & Alicante
818
787
510
Leg 1 & Cape Town
Leg 2 & Abu Dhabi
Leg 3 & Sanya
Source: IFM/SMS from October 10, 2011-February 19, 2012
CUMULATIVE PRINT READERSHIP
`` On average, more than 30 articles per day have
been published in high profile publications in the monitored markets1
1.8 BN
the last Race due to more coverage in higher profile publications
2.6 BN (+45%)
`` A 45% increase in print readership compared to
The monitored markets are Brazil, China, France, Germany, Ireland, Italy, Netherlands, New Zealand, Portugal, South Africa, Spain, Sweden, UAE, UK and USA
1
2008-09
2011-12
(Pre-Race and Legs 1-3)
volvooceanrace.com
13
Media Reach: Online online news: top sources by VISITORS
`` On average,
more than 230 online articles published daily since the start of the monitoring period on October 10, 2011
`` An increase of
more than 100 online articles every day compared to the last edition
Country
Source
No. of published articles
Monthly Unique Visitors
China
Sina
289
40,000,000
USA
Yahoo! News
65
38,218,560
USA
ESPN
29
18,149,680
USA
The New York Times
14
17,057,258
USA
The Washington Post
20
10,979,260
UK
Telegraph.co.uk
180
8,239,416
France
Le Figaro
147
6,971,612
Spain
El País
40
5,717,865
Spain
Marca.com (Nauta 360)
147
4,941,299
France
20 Minutes
72
4,910,955
France
L'Équipe
72
4,748,213
Germany
Die Welt
19
3,218,420
Italy
Gazzetta dello Sport
62
3,161,075
Italy
La Stampa
97
2,207,036
New Zealand
New Zealand Herald
161
500,624
Source: Meltwater News October 10, 2011-March 18, 2012
NUMBER OF ONLINE ARTICLES (TOP 10 COUNTRIES) Spain
5,750
France
5,292
USA
4,033
Australia
2,334
Italy
1,370
UK
1,330
New Zealand
1,090
Germany
849
UAE
822
Brazil
673
Source: Meltwater News October 10, 2011-March 18, 2012
14
Volvo Ocean Race 2011-12 Mid Race Report
`` Total number of online
NUMBER OF ONLINE SOURCES
articles published up to the start of Leg 5 already exceeds the total online coverage of the last Race
2008-09 2011-12
`` Regular reports on major
national and international news agencies (including Reuters, AP, AFP, EFE, ANSA, DPA) has been key to growth Pre-Race & Alicante
Leg 1 & Cape Town
Leg 2 & Abu Dhabi
Leg 3 & Sanya
Leg 4 & Auckland
Source: 2008-09 data - Meltwater News September 20, 2008-February 13, 2009 2011-12 data - Meltwater News from October 10, 2011-March 18, 2012
40,000 2008-09 2011-12
30,000
20,000
10,000
0
Pre-Race Leg 1 Leg 2 & Alicante & Cape Town & Abu Dhabi
Leg 3 & Sanya
Leg 4 & Auckland
Leg 5 & Itajai
Leg 6 & Miami
Leg 7 & Lisbon
Leg 8 & Lorient
Leg 9 & Galway
Source: 2008-09 data - Meltwater News September 20, 2008-July 2012 2009 2011-12 data -Meltwater News from October 10, 2011-March 18, 2012
CUMULATIVE GROWTH IN NUMBER OF ONLINE ARTICLES
35,000
40,000 Online articles by leg Cumulative online articles
30,000
30,651 (+108%)
30,000 25,000 20,000
20,000
8,499 4,769 0
Pre-Race & Alicante
Leg 1 & Cape Town
6,828 Leg 2 & Abu Dhabi
10,000
5,050
5,505
Leg 3 & Sanya
Leg 4 & Auckland
Source: Meltwater News from October 10, 2011 - March 18, 2012
volvooceanrace.com
0
14,869
15,000
10,000
2008-09
2011-12
(Pre-Race and Legs 1-3)
Source: 2008-09 data - Meltwater News September 20, 2008-February 13, 2009. 2011-12 data -Meltwater News from October 10, 2011-March 18, 2012
GROWTH IN ONLINE ARTICLES
15
Media Reach: Social and Multimedia Facebook: sailing properties Engagement equals number of page fans divided by “people talking about this� as of March 18, 2012. Size of the bubble relates to the amount of fans of each property.
140,000
Number of fans
120,000 100,000 80,000 60,000 40,000
volvo ocean race game: 16,522
20,000
Puma Ocean Racing: 20,902
0 Engagement
Facebook consumption 120,000
Photo views Video plays Link clicks Other click
100,000 80,000 60,000 40,000
Mar 18
Mar 12
Mar 5
Feb 27
Feb 13
Feb 20
Feb 6
Jan 30
Jan 23
Jan 16
Jna 9
Jan 2
Dec 26
Dec 12
Dec 19
Dec 5
Nov 28
Nov 14
Nov 21
Nov 7
Oct 31
Oct 24
0
Oct 17
20,000
Source: Simply Measured October 10, 2011-March 18, 2012
16
``
Since the Race started, the number of Facebook fans has more than doubled (+114%), with an average of 2,500 new fans every week
``
Facebook fans are avid consumers of content. Videos posted on the Volvo Ocean Race Facebook page have been viewed more than 120,000 times and photos more than 330,000 times
``
Twitter: Since the Race started the number of followers has more than doubled (+130%)
``
More than 4 million views and 173% increase in subscribers from the Race start to March 18 on the official Volvo Ocean Race YouTube channel
Volvo Ocean Race 2011-12 Mid Race Report
THE OFFICIAL VOLVO OCEAN RACE YOUTUBE CHANNEL: DAILY VIEWS Average daily views Trendline
50,000
Average views
40,000 30,000 20,000 10,000 0
TOP COUNTRIES (NUMBER OF VIEWS)
USA
562,174
Spain
322,177
Netherlands
270,837
Germany
270,396
Sweden
255,891
Italy
225,895
UK
219,076
France
214,498
Canada Australia
197,092 126,099
Source: YouTube Analytics October 10, 2011-March 18, 2012
THE OFFICIAL VOLVO OCEAN RACE TWITTER FEED Followers added1 Followers
20,000
1,200
16,000
1,000 800
200
0 Mar 18
Mar 5
Mar 12
Feb 20
Feb 27
Feb 6
Feb 13
Jan 30
Jan 16
Jan 23
Jan 2
Jna 9
Dec 19
Dec 26
Dec 5
Dec 12
Nov 21
Nov 28
Nov 7
0 Nov 14
Followers Followers added1
400
4,000 Oct 31
0
600
8,000
Oct 24
10,000
9,927
12,000
Followers added1
15,000
Followers
19,165
20,000
Followers added since the start of the Race Source: Simply Measured October 17, 2011-March 18, 2012 1
volvooceanrace.com
17
Media Reach: Social and Multimedia `` The Volvo Ocean
1. VOLVOOCEANRACE.COM - CUMULATIVE VISITS
Race website received double the daily visits compared to the last Race (159,422 vs. 70,729)
2008-09 2011-12
`` Up to the start of
Leg 5, page views were 16% higher than the total for the entire last Race
Pre-Race Leg 1
Leg 2
Leg 3
Leg 4
Leg 5
Leg 6
Leg 7
Leg 8
Leg 9
Leg 10
2. VOLVOOCEANRACE.COM - CUMULATIVE PAGE VIEWS 2008-09 2011-12
Pre-Race Leg 1
Leg 2
Leg 3
Leg 4
Leg 5
Leg 6
Leg 7
Leg 8
Leg 9
Leg 10
3. VOLVOOCEANRACE.COM - AVERAGE DAILY VISITS
Chingdao Auckland
Leg 4
Singapore Sanya
Leg 3
Cochin Abu Dhabi
Leg 2
Cape Town Cape Town
Leg 1
Alicante Alicante
2008-09 2011-12
4. VOLVOOCEANRACE.COM - Geographical distribution
Sources: 1 & 2: 2008-09 data - Google Analytics September 20, 2008-July 12, 2009. 2011-12 data - Google Analytics October 10, 2011-March 18, 2012 3: 2008-09 data - Google Analytics September 20, 2008-February 13 2009. 2011-12 data - Google Analytics October 10, 2011-March 18, 2012 4: Google Analytics October 10, 2011-March 18, 2012
18
Volvo Ocean Race 2011-12 Mid Race Report
`` The Volvo Ocean
Global ranking among all websites
Daily Traffic Rank Trend volvooceanrace.com volvooceanracegame.com americascup.com sailing.org
5,000
Race website has strengthened its position as sailing’s top online property
20,000 40,000 80,000 Nov
Dec
Jan
Feb
Mar
Daily Pageviews (percent) volvooceanrace.com volvooceanracegame.com americascup.com sailing.org
Estimated percentage of all global page views
0,0015
0,001
0,0006
Nov
Dec
Jan
Feb
Mar
Source: Alexa traffic rank an estimated percentage derived from both the website reach and the number of page views averaged over time. The rank of a site reflects both the number of users who visit that site as well as the number of pages on the site viewed by those users Page views: The value measures the estimated percentage of global page views of a site
volvooceanracegame.com - Cumulative Players
60,000 40,000
123,751
114,978
100,119
80,000 60,655
Individual players
120,000 100,000
128,689
140,000
20,000 Pre-Race
Leg 1
Leg 2
Leg 3
Leg 4
Source: United Games October 13, 2011-March 17, 2012
`` Volvo Ocean Race Game: 128,689 players from more than 150 countries racing more than 190,000 boats
volvooceanrace.com
19
Media Reach: Social and Multimedia `` 8.1 million visits to
`` Race Tracker
receives more than 1 million page views per racing day
120,594
2008-09 2011-12
0
Leg 1
Leg 2
Leg 3
60,557
59,551
30,000
57,902
60,000
71,442
90,000
49,889
views to the Race Tracker since the Race started
120,000
83,292
`` 117.7 million page
RACE TRACKER: AVERAGE DAILY VISits
82,522
the Race Tracker since the Race start
Leg 4
Race Tracker: visits by Leg 3,000,000
2011-12
1,000,000
2.8 M 1.4 M
1,500,000
1.7 M
2,000,000
2.2 M
2,500,000
500,000 0
Leg 1
Leg 2
Leg 3
Leg 4
Source: Geovoile November 5, 2011-March 18, 2012
App downloads
30,000 0
Last Race total
Total up to March 18
20,811
60,000
16,000
90,000
116,363
120,000
Total up to March 18
Source: Capptain / iTunes October 30, 2011-March 18 2012
`` 137,174 downloads of the
official App for Android and iOS devices
20
Volvo Ocean Race 2011-12 Mid Race Report
Raw-inspiring The entire range of multimedia content produced by the dedicated Media Crew Members on each of the boats is made available in raw format via our platform on new Livestream. The embedded reporters document the Race through video, photos, audio and text and the feeds they send are available, unedited, at new.livestream.com/volvooceanrace.
Each team has its own dedicated channel with thousands of fans now able to follow how the sailors are getting on in High Definition and in close to real time. This unprecedented level of coverage is transmitted straight to browsers thanks to communications technology and services provided by Inmarsat and Thrane & Thrane. The Livestream platform also hosts live streaming of Leg Starts and In-Port races in stunning HD, with a forum for fans to comment.
Livestream: Unique Viewers by live event 120,000
Number of unique viewers
100,000 80,000 60,000 40,000 20,000 0 Alicante In-Port Race
Leg 1 Cape Town Start In-Port Race
Leg 2 Start
Abu Dhabi In-Port Race
Leg 3 Start
Leg 3 Start Sanya Stage 2 Pro-Am
Sanya Leg 4 In-Port Race Start
Auckland Auckland Pro-Am In-Port Race
Leg 5 Start
Source: Livestream October 29, 2011-March 18,2012
MCM project brings Race to life You won’t find a member of Sebastian Vettel’s Formula 1 set-up riding shotgun while shooting video during the race, or Lionel Messi’s Barcelona team mates grabbing interviews while he scores at the Nou Camp, yet the Volvo Ocean Race’s groundbreaking Media Crew Member (MCM) programme puts multimedia storytellers at the heart of the action in just such a way. The Volvo Ocean Race is unique in major sporting events, with MCMs switching between cameras during live TV production and preparing multimedia reports as the eyes and ears for the outside world during the ocean legs. These embedded reporters on board the Volvo Open 70s are not allowed to help sail but they are part of the teams that employ them in every other way.
They also facilitate live audio and video calls, write personal blogs on their experiences out at sea and are a valuable resource for sponsors and partners.
Holding a camera steady while hurtling in excess of 70kmh over heaving waves while water smashes over the deck like a proverbial fire hydrant, all the while hanging on for dear life, is just one of the duties of an MCM.
“The MCMs just get better and better,” said Chris McLaughlin, Inmarsat’s Vice-President External Affairs.
The six MCMs have used the comprehensive training they received at Race HQ in Alicante and the Inmarsat FleetBroadband service to produce and distribute compelling content throughout the Race to date, with TV broadcasters and major media organisations relying on their work to tell the story. volvooceanrace.com
“On a recent offshore leg one of the MCMs conducted a live interview with a UK Cabinet Minister and the EU’s Commissioner for Enterprise and Industry, demonstrating the media desk and answering their many unscripted questions at night in 30 knots of wind, off the coast of Vietnam. “It brought the race alive.” 21
Economic Impact `` 82.7% of the foreign Race
ECONOMIC IMPACT – ALICANTE (IN EUROS) Comunidad Valenciana
Rest of Spain
Total Spain
Direct Impact1
46.96M
10.49M
57.45M
Indirect Impact2
25.04M
8.02M
33.06M
Induced Impact
17.28M
2.84M
20.12M
Total Impact on Production4
89.28M
21.35M
110.63M
23 Days + Pre-Race Period
3
Impact in terms of production and employment generated in the industries that have benefited directly from investments made as a result of the Volvo Ocean Race 2 Impact caused by the knock-on effect that the increase of activity in the industries that have benefited directly has on the rest of the supply chain (e.g. on the food and beverage providers of the hospitality industry) 3 Impact caused by the increase in income and, consequently, in the expenditure made by the employees working in the industries that have benefited directly and indirectly 4 The sum of the three impacts above 1
Village visitors in Alicante would like to visit the region again
`` 711 media representatives from 44 countries were accredited for the Alicante Stopover
Race Village visitors answering the question: Do you agree with the following statement “I would recommend the Comunidad Valenciana as a tourism destination”? 3.9%
Source: PwC/Gfk survey 96.1%
Race Village visitors Demographic Profile
Disagree Neither agree nor disagree Agree
Latin America 1.6% USA/Canada 2%
Oceana/Africa/Asia 1.4%
Foreign Race Village visitors answering the question: Do you think that you will visit the Comunidad Valenciana/Spain again as a consequence of the current visit? Other European Countries 24.1%
0.8%
1.5%
15% 82.7%
Source: PwC/Gfk survey
22
Rest of Comunidad Valenciana 14%
Don’t know/don’t answer No No, I think I will visit again but not because of this visit Yes
Source: PwC/Gfk survey
Volvo Ocean Race 2011-12 Mid Race Report
`` 89% of the foreign visitors to
ECONOMIC IMPACT – ABU DHABI (IN EUROS) Abu Dhabi
Rest of UAE
Total UAE
Direct Impact1
20.12M
0.10M
20.22M
Indirect Impact2
9.97M
0.21M
10.18M
Induced Impact3
5.12M
0.04M
5.16M
35.21M
0.35M
35.56M
14 Days Stopover
Total Impact on Production4
1 Impact in terms of production and employment generated in the industries that have benefited directly from investments made as a result of the Volvo Ocean Race 2 Impact caused by the knock-on effect that the increase of activity in the industries that have benefited directly has on the rest of the supply chain (e.g. on the food and beverage providers of the hospitality industry) 3 Impact caused by the increase in income and, consequently, in the expenditure made by the employees working in the industries that have benefited directly and indirectly 4 The sum of the three impacts above
Source: PwC/Gfk survey
RACE VILLAGE VISITORS DEMOGRAPHIC PROFILE
the Race Village in Abu Dhabi would recommend the city as a tourist destination
`` 360 media representatives
from 33 countries were accredited for the Abu Dhabi Stopover
Race Village visitors’ answers to the following question: Do you agree with the following statement “I would recommend Abu Dhabi as a tourism destination”? 0.7%
3.3% 0.5%
10.3%
89%
All visitors
96.2%
Residents in UAE
0.7% 19.2%
80.1%
Disagree Neither agree nor disagree Agree
Residents abroad
Source: PwC/Gfk survey
volvooceanrace.com
Source: PwC/Gfk survey
23
Case Study: Abu Dhabi Azzam factor drives Abu Dhabi In Abu Dhabi, they call it the ‘Azzam’ factor. Azzam, meaning determination, is the yacht name chosen for Abu Dhabi Ocean Racing’s debut campaign and it’s a quality that underscores the entire association with the Volvo Ocean Race 2011-12. Host port, team sponsor and Race Partner – Abu Dhabi’s first involvement with the Race is a three-faceted strategy with several key objectives. Showcasing Abu Dhabi as a major tourist and winter watersports destination is one of those goals but the campaign is about far more than just bringing in visitors. Abu Dhabi has also been eager to create role models in the United Arab Emirates, to highlight what can be achieved through determination – that word again – and sheer hard work. And like any truly great sporting event, the key to the Abu Dhabi stopover was to leave a lasting legacy via the development of the sweeping Corniche Waterfront that hosted the Race. His Highness Sheikh Sultan Bin Tahnoon Al Nahyan, Chairman, Abu Dhabi Tourism & Culture Authority, which was behind the stopover, said: “The event has taken Abu Dhabi’s marine leisure proposition to the world and enabled us to demonstrate, first hand, our powerful credentials to a highly influential professional yachting audience.” Abu Dhabi has made history in the Volvo Ocean Race as the first Arabian team and the first Arabian stopover and by providing the first Arabian sailor in Adil Khalid, as well as his fellow countryman Butti Al Muhairi on the shore crew. The determination shown by both Adil and Butti has marked them out as outstanding role models for young Emiratis. The focus of the Abu Dhabi stopover, which began with a concert from multiple Grammy Award winners Coldplay on New Year’s Eve, was the purpose-built Destination Village on the Corniche.
Le Monde, France Lance, Brazil
It was a spectacular backdrop for national and international visitors and media as Abu Dhabi delivered a stopover featuring everything from breathtaking traditional dhow racing and heritage displays to sailing academies, aerobatic shows, international music and DJ acts and free, all day fun and entertainment. Thanks to that successful stopover, the achievements of Adil and Butti, and the exploits of a team that won the first In-Port race in Alicante and then scored a dream second victory in home waters, more and more people will be inspired to take to the waters and deliver a meaningful legacy for Abu Dhabi.
24
Volvo Ocean Race 2011-12 Mid Race Report
Case Study: Volvo
Building the brand - building relationships The Volvo Ocean Race offers sponsors and partners a platform to meet their guests in a unique environment and experience racing one of the state-of-the-art Volvo Open 70 yachts for themselves. Over 600 corporate guests have had a taste of the action on the water through the popular Pro-Am Racing programme at the first five host ports, with each sponsor and partner getting a certain number of spots for their guests to race with the skippers and sailors as part of the team. For a lucky few VVIPS, the experience even includes being on board during the points-scoring In-Port Races themselves, a unique opportunity in top level international sport. Relationship building is as important as brand building for Volvo Car Corporation and Volvo Group, who have already pledged their continued support for the next race in 201415. For Volvo Cars, the race as a whole offers a unique platform to develop brand attraction and consideration to buy. And given that the company is owned by China’s Zhejiang Geely Holding Group, the stopover in Sanya was a focal point. “There’s unbelievable value to us being in the Race and we see that value really clearly here in China,” said Karin Bäcklund, the company’s Director of Global Sponsorship. “This event gives us a chance to show customers and clients an experience no one else can, while the number of fans who come through the Race Village and get close to Volvo cars, many of them for the first time, is very significant.” The sheer scale of the Sanya stopover was immense, with 121,725 people visiting the Race Village over the final three days alone featuring the Pro-Am racing on Friday, the In-Port Race on Saturday and the Leg Start the following day. That number included over 4,000 corporate guests invited by Sweden-based Volvo Group, for whom China is becoming an ever more important market. “It’s very important to meet customers in this brilliant, vibrant environment over three days with a mix of business, leisure and the very special Volvo Ocean Race sailing experience,” said Sven Österberg, General Manager of Event Management at Volvo Group. “Building the brand is important but for us it’s really about building relationships.”
volvooceanrace.com
25
Case Study: DHL
A performance boosting partnership DHL’s role as Official Race Logistics Partner gives them a platform to showcase the company’s expertise on a scale like no other.
and other replacement parts, to charter ships and run onthe-ground logistics operations in remote locations at incredibly short notice.
DHL, the global market leader in the logistics industry, is far more than just a Race Partner – they are integral to the running of the event and have had staff embedded with organisers long before the start in Alicante in October 2011.
“The race is a perfect fit for us,” said Andreas Boedeker, DHL’s Executive Vice President, Global Head of Ocean Freight. “Ocean racing requires core characteristics such as teamwork, passion, speed, technology and a can-dospirit. These values also boost our performance at DHL.”
The Race simply could not exist without a top tier logistics partner and the global reach of the Volvo Ocean Race fits the global customer base and profile of DHL.
So DHL’s involvement in the Race is about more than just safe delivery.
The Volvo Ocean Race has been described as the Everest of Logistics, with the current edition requiring a ‘leapfrog’ strategy that sees two identical sets of sea freight shipped around the world on different routes to ensure the 10 host ports are ready in time and competing teams and organisers have everything they need to run the event. The unpredictable nature of the event has thrown new challenges regularly, with DHL called on to deliver masts 26
DHL has activated at every stopover with local staff and customers, while even using the Volvo Ocean Race to host conferences. The company also devised and runs the DHL Shorecrew Award, which is given after each Leg to the unsung heroes whose work ensures that the teams can give their best out on the racetrack. DHL’s global Partner Programme also includes Formula 1™, IMG Fashion, Manchester United and the Leipzig Gewandhaus Orchestra. Volvo Ocean Race 2011-12 Mid Race Report
Race Partners
Race Sponsors
Race Suppliers
Supported Organisations
Head office: Volvo Ocean Race S.L.U. Muelle no 10 de Alicante Puerto de Alicante 03001 Alicante Spain For further information please contact: The Commercial Team at Volvo Ocean Race Email. Tel.
commercial@volvooceanrace.com +34 966 011 100
volvooceanrace.com