Race Report
Pe rfo rm in g
at th e lim it Ar ou nd th e wo rld Ar ou nd
th e
clo ck
Contents
2
Contents How decisions
will be made
Introduction from Knut Frostad
5
Data Credentials
6
Key Headlines
7
Introduction
8
Methodology
9
Communications Strategy
10
Race Control at Volvo Ocean Race
12
Media Reach: Television
14
Media Reach: Online
20
Media Reach: Pictures
26
Media Reach: Print
28
Media Reach: Radio
32
Volvo Ocean Race in the Sailing World
34
volvooceanrace.com
36
Social and Multi Media
40
Economic Impact
52
The Volvo Ocean Race Experience
60
Sponsorship
62
Multiplied Activation
68
B2C Marketing
70
Global Markets
72
Hospitality
74
Team Sponsorship Impact
76
Marketing Activation
80
Corporate Responsibility
84
Volvo Ocean Race Youth Events
86
Media Crew Member
88
Volvo and the Race
90
Case Studies
92
Scoreboard
103
Honours Board
104
Closest Race
106
Race in Numbers
108
Volvo Ocean Race 2014-15
110
Onboard Content Factory
112
Museo Volvo Ocean Race
114
Galleries
116
Additional Data
120
Volvo Ocean Race 2011-12
Race Village, Galway
3
Introduction
UAE ESP RSA IRL CHN NZL FRA POR
BRA USA
4
Each wave-shaped ring on the Volvo Ocean Race trophy represents a winner of one edition. The trophy, made of aluminium and silver plate, is the only prize for victory in this sporting and human epic.
Volvo Ocean Race 2011-12
Message from Knut Frostad CEO Volvo Ocean Race S.L.U. This report presents a detailed review of the global reach and multimedia impact of the Volvo Ocean Race 2011-12 – the closest and most successful edition in the event’s near 40-year history.
Hundreds of our stakeholders took advantage of this chance to experience the event first-hand in our Stopovers with the In-Ports, Pro-Ams and Practice Races in 2011-12, as well as conferences, business seminars and customer activities.
It is gratifying to be able to report record audiences across all media, helped by more and more dedicated news coverage from major international publications, broadcasters and news agencies over almost nine months of competition.
The report looks too at how we brought compelling content direct from boats thousands of miles away to our growing fan base via communications technology and the tireless work of our Media Crew Members. The MCMs are the embedded reporters who provide the eyes and ears for the outside world, sending stunning HD video, stills, audio and text back from the boats, and our commitment to this unique programme will only be strengthened going forward.
As we forge ahead in our preparation for the next race in 201415, taking advantage of rapidly developing technologies to tell our story in new ways and reach new audiences, our focus will remain on achieving maximum value for teams and stakeholders. It is a key reason why this race will continue to be a truly global event. In 2011-12 we made our second visit to China, with another highly successful Stopover, and broke new ground in the Middle East with a fantastic stop in Abu Dhabi. The Volvo Ocean Race has changed a great deal in terms of technology and the professionalism of the teams since its inception in 1973 as the Whitbread Round the World Race. But our place as sport’s ultimate test for man against nature, one of the last great human challenges and one of sailing’s Big Three global events, remains unaltered. Groupama, winners in 2011-12, drew on age-old qualities of courage, seamanship and stamina to seal their victory and earn the right to hold aloft one of the hardest-won trophies in sport.
For the next edition in 2014-15, we have introduced a new onedesign class of boat which is being built with new audiences in mind, boasting greater communication capabilities while retaining its predecessor’s DNA as a high-performance racing craft. We want to build an even more competitive, larger fleet for the next race and we are convinced that the new boat is the way to achieve this with greater cost efficiency for teams from design to roll-out and on to the race itself. With Volvo’s continuous strong support, we aim to keep adding improved return on investment for all our stakeholders and ports. The race has never been in better shape.
As well as record media stats, economic impact studies and footfall figures, this report highlights how teams and other key partners and sponsors have drawn maximum value from their investment.
5
Data Credentials
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 long-standing 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.
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. Data detailed in this Race Report was collected between October 2011 and July 2012. Published by: Volvo Ocean Race S.L.U. October 2012
Winning Groupama skipper Franck Cammas
6
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.
IEG For more than 15 years, IEG Valuation Service has provided an objective resource to take an unfiltered look at a sponsorship offering, determine what it is worth, and bring leading properties and companies to agreement on that worth.
Kantar Media Kantar Media, one of the world’s leading media monitoring companies, was commissioned by Volvo Ocean Race and USP to evaluate the radio coverage of the race.
1.55 billion
Cumulative TV audience from 8,969 broadcasts
41%
Increase in cumulative print readership from 2008-09 to 2011-12
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
Volvo Ocean Race 2011-12
Key headlines
7
Introduction
The Volvo Ocean Race The Volvo Ocean Race is the longest and toughest event in professional sport – a race run on a scale like no other and a story with the power to engage millions of fans worldwide. Across four oceans and five continents, the six teams that completed the 2011-12 race around the world experienced scorching days and freezing nights in impossibly cramped conditions on board. Over 39,270 nautical miles and more than eight months of competition, the sailors took on a challenge of breathtaking scope, hitting maximum speeds of 42 knots (77.8 kph) and being faced with waves as high as 16 metres. In a world which increasingly takes risk out of daily life, the Volvo Ocean Race is one of the last pursuits in sport which tests competitors to the core. We brought fans closer to the hyper-reality of the race through live HD video and multimedia reports beamed from the boats using cutting edge satellite technology and onboard media equipment and services.
Back on land, millions of people flocked to the race villages at our 10 ports to experience a different side of the race – getting a closeup view of the boats and sailors while enjoying the attractions of our Race Village Experience. The latest edition of an event that began life as the Whitbread Round the World Race in 1973 hit a wider cross-media audience than ever before, underlining its status as one of the Big Three competitions in world sailing, along with the America’s Cup and the Olympics. Looking ahead, a new high-calibre boat will be on the start line in the next race in 2014-15, designed and built from scratch with all the demands of 21st century sporting events in mind. It will help the race build on its proven track record over 11 editions, 39 years and countless miles of real human drama told through relentless ocean racing.
Route 2011-12
Final event media values for Volvo Ocean Race 2011-12*
Television €230.7 M
Print €35.6 M
Source: IFM/SMS. * Event Media Value = CPT x Audience x Exposure, where CPT is the 30-second channel advertising rate.
8
Online €47.9 M
Volvo Ocean Race 2011-12
Methodology TV:
IFM/SMS monitored selected channels in 15 countries during the period October 10, 2011-July 20, 2012, except in the case of Spain, the race’s home country, where the monitoring period began on September 26, 2011. The monitored countries were: Brazil, China, France, Germany, Ireland, Italy, the Netherlands, New Zealand, Portugal, South Africa, Spain, Sweden, United Arab Emirates, the United Kingdom and the United States. News, Dedicated Programmes & Sports Magazines were monitored for coverage. Volvo Ocean Race provided further clips from the monitored & nonmonitored markets. No extrapolation was used to estimate additional broadcasts beyond these. Audiences are based on audited data where possible or estimated audiences. Estimates are calculated based on channel universe, subscriptions or population and channel reach data. - TV Media Value = CPT x Audience x Duration of Clip, where CPT is the 30-second channel advertising rate. An AB Adult weighting factor has been applied to the CPT for some specific coverage (15%), as research shows that this group is dominant within race and sailing fans. - TV Brand Exposure Value = CPT x Audience x Brand Time on Screen, where the brand time on screen means a legible brand at least 75% visible on screen for at least 2 seconds.
Print: Monitoring carried out by IFM/SMS in selected publications in the 15 countries as above. Volvo Ocean Race provided further cuttings from the monitored markets and other countries. No extrapolation was used to estimate additional articles. Print Media Value = CPT x Readership x Size of the Article, where CPT is the publication advertising cost. Readership is based on audited data or is estimated. Estimates are based
on circulation rates. The size of the article is defined as a percentage of the page within the publication. Print Brand Exposure Value = CPT x Readership x Brand Visibility in the article, including brand verbal mentions and brand visibility in images within the article. A weighting factor is applied to each brand appearance, depending on the prominence of the visibility.
Online: Coverage tracked by IFM/SMS across 47 key websites in the 15 core markets as above. In addition, Meltwater News supplied a report showing total global articles containing references to Volvo Ocean Race and sponsors. Collected material used as the basis to estimate exposure and visual impact across the remaining Rest of World websites (Meltwater News). Values then calculated based on the number of visitors to each site on any given day. YouTube Media Value: Using Google analytics sent
by Volvo Ocean Race, IFM SMS was able to generate a media value for the YouTube channel of the Volvo Ocean Race. The data tracked three weeks of activity on the channel including duration of clips, total views & estimated time watched. The calculation was applied to this sample and extrapolated to reflect the total race.
Livestream media value: Using programme durations and video views sent by Volvo Ocean Race, IFM/SMS was able to generate a media value for the Livestream site of the Volvo Ocean Race, which broadcast live footage of the ProAm Races, In-Port Races and Leg Starts, plus live video calls from the boats and feeds of footage from each Media Crew Member. Users also had the capacity to view videos on demand after live broadcasts.
Image of the Volvo Ocean Race
Facebook fans were asked to choose, unprompted, three words that best describe the Volvo Ocean Race to them. The word cloud on the left is based on their responses. The larger the word, the more mentions it received.
9
Communications Strategy
PUMA Ocean Racing powered by BERG meet the press on arrival in port
Targeted content, tailor-made Our objective for the 2011-12 edition was to further broaden the appeal of a race already established as one of sailing’s three most important global events, taking the action to new audiences while keeping hardcore fans glued to screens on every major platform. Central to our strategy was the effective use of global distributors of content – organisations with the ability to do justice to this story of exhilaration, heroism and speed. Key actions were to:
Jon Bramley Director of Communications Volvo Ocean Race
»»
Introduce live television coverage of the In-Port Races and Leg Starts to win new converts to the Volvo Ocean Race and the sport of sailing, while giving existing fans their best ever experience of the race.
»»
Provide content across video, still pictures, audio and text that would be as easy as possible to use for hard-pressed news desks, fitting neatly within their schedules.
»»
Work with leading global agencies such as Reuters, Associated Press, Agence FrancePresse and Getty Images to distribute this content direct to the largest media platforms in the world.
»»
Appoint a team of expert representatives in each of our key target countries to offer tailored content in their own languages and territories – Spain, France, Italy, the United States, Brazil, China, Germany, the Netherlands and Sweden.
»»
Keep core fans of the race constantly up to date with multimedia content and data on our inhouse platforms including volvooceanrace.com and Facebook.
We were fortunate that the teams delivered the closest race in the history of an event that has been creating heroes since 1973. Thanks to the work of the onboard Media Crew Members we were able to capture that drama with multimedia material of higher quality than ever, and deliver it for publication in high-value outlets worldwide.
10
Volvo Ocean Race 2011-12
Volvo Ocean Race Media Centre
Franck Cammas, Skipper, Groupama sailing team
11
Race Control at Volvo Ocean Race
The Race Control room at Volvo Ocean Race headquarters in Alicante is the nerve-centre of the whole operation. From this ‘mission control’, the boats are tracked via the Inmarsat satellite network while at sea, with safety the prime concern for the Duty Officers who man the station 24/7. The room has its own independent power supply and can even operate without internet using the Inmarsat Satellite network should there be a breakdown in infrastructure locally. Weather information: Race control prepares and transmits a daily weather package for the boats with assistance from on-shore weather specialists. Race Control has the latest updated weather models for quick assessments when needed in any critical event.
MCM controller station: A member of the communications team sees all the content coming through from the boats and makes a quick editorial decision on the incoming footage. It is a vital first stage in the process of producing content for our own platforms and delivering it to stakeholders and external media. Control desk: In case of a situation that requires intervention from Race Management this desk can access all relevant information such as local charts, weather systems, boat data, etc. When key race personnel are travelling they can also access the Race Control remotely and view the same information live.
12
3D Race Tracker: Displaying the accurate boat positions and relevant weather and sea current data, updated every 60 seconds. Time zones: The boats race through all the time zones. However for all communication with race control UTC is used as the basis. The middle figure indicates the countdown to the next In-Port Race or Leg Start. Multimedia content: The latest video and still pictures received from the boats. Live content: Race Control facilitates live TV interviews and connects the boats to broadcasters across the world. Duty Officers: The duty officers man Race Control 24/7 in eighthour shifts. They monitor the fleet constantly and can manually poll data in case of a systems failure. Boat instruments: These B&G instrument displays have access to telemetry numbers from the boats and automatically display boatspeed and windspeed from the whole fleet. Telemetry: Race control can access more than 20 different variables from black boxes in the boats, including boat speed, heel angle, temperature, G-force, wind speed, wind direction and wave height. Telemetry data is updated every 10 seconds and distributed to race trackers, websites and apps.
13
Volvo Ocean Race 2011-12
Race Control, Volvo Ocean Race HQ, Alicante, Spain
Media Reach: Television
»»
Live coverage of In-Port Races and Leg Starts plus a rigorous focus on supplying major broadcasters with news footage gave fans across the world a more complete range of viewing options than ever before.
»»
The combination of more compelling programming with ready-to-use news content for bulletins resulted in a 16% increase in cumulative TV audience across news and dedicated coverage to 1.55 billion.
»»
Hours of broadcast of shows went up even more to a total of 4,817 hours, a 42% increase on 2008-09.
»»
Growth in TV news coverage was 47.6% thanks to the focus on high-value broadcasters.
»»
Clever branding also contributed to a sharp lift in mediavalue for sponsors and teams. On average, each team accrued an average media value from television alone of more than 11.3 million euros, marking a 133% increase on the 2008-09 race.
»»
A total of 8,023 clips were downloaded from the Broadcast Room and Newsmarket, our main portals for the broadcast industry.
»»
Repeat programming played an influential role in increasing audience. Fox Sports Network in the United States broadcast 1,337 programmes over the course of the race, with a cumulative audience of 32.2 million.
Number of tv broadcasts by country1 USA
1,379
Spain
903
UAE
727
France
661
Portugal
652
China
557
South Africa
527
New Zealand
340
Brazil
321
Italy
149
Ireland
133
UK
132
Germany
97
Sweden
340
25
Includes news, live, dedicated programmes and magazines/shows Source: IFM/SMS October 10, 2011-July 20, 2012
1
14
“The MCMs on the boats were terrific – what they delivered for highlights, for the web, for everyone and on live shows as well. A great rapport developed between the director and MCMs during live shows and it was evident with the performances of the crews during the coverage, pre-race and post-race. The overall structure of the Volvo programming and MCMs was a big step forward.” Murray Needham - General Manager, TVNZ (New Zealand)
Volvo Ocean Race 2011-12 SAMPLE OF dedicated VOLVO OCEAN RACE TV BROADCASTERS Europe
China
Asia Pacific
Americas
Source: IFM/SMS October 10, 2011-July 20, 2012
15
Media Reach: Television
Skipper Ken Read, PUMA Ocean Racing powered by BERG, meets the press on arrival in port
TV PERFORMANCE PER COUNTRY1 Country
Hours of Coverage
Cumulative Audience
Brazil
128:13:26
14,616,875
China
152:42:12
719,183,712
France
70:31:22
355,270,635
Germany
20:19:02
12,136,761
Ireland
74:02:32
10,387,900
Italy
28:03:49
6,563,900
Netherlands
0:03:18
646,000
New Zealand
35:49:00
62,810,177
Portugal
148:42:24
11,159,112
South Africa
359:58:37
12,033,361
Spain
368:51:09
233,722,947
Sweden
18:14:04
4,275,300
UK
76:18:55
4,579,054
UAE
594:15:31
3,282,337
896:13:44
51,823,900
1844:36:39
53,025,098
4816:55:44
1,555,517,069
USA RoW TOTAL
16
IFM/SMS monitored these 15 countries throughout the period. “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 October 10, 2011-July 20, 2012
16
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China provided the biggest numbers in terms of audience by a large margin. A total of 557 broadcasts in China from a combination of news and dedicated coverage brought in a cumulative audience figure of over 700 million.
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France showed strong growth from the 2008-09 Race. From a cumulative audience of just over a million viewers in the last race, interest surged to make the country the second biggest TV market with a cumulative audience of 355 million, from 661 broadcasts.
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France, China and Germany all featured more than double the number of broadcasts and 100% increases in audience. In Brazil, the number of broadcasts also doubled, with a rise in audience of more than 50%.
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In partnership with leading television production company IMG the Volvo Ocean Race produced Video News Releases in four languages – English, French, Spanish and Chinese – for stations around the world.
»»
France’s leading television channel TF1 broadcast programmes throughout the race on Sundays, seen by 133 million viewers.
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China’s main sports channel CCTV-5 featured the Race heavily throughout, attributing 16 million euros to the event media value total with a cumulative audience of more than 536 million viewers.
Volvo Ocean Race 2011-12
GROWTH IN Global Cumulative TV AUDIENCE (MILLIONS) 1,555 1,500 1,400
Cumulative global TV audience
1,476
Global TV audience by leg and Stopover
1,408
1,318
1,300 1,200
1,208
1,100 1,041
1,000 900
922
800 700 600
619
500 447
400 300 200 100
287
302
159
171
159
166
119
110
0 Pre-Race Leg 1 Leg 2 & Alicante & Cape Town & Abu Dhabi
Leg 3 & Sanya
Leg 4 & Auckland
Leg 5 & Itajaí
89
Leg 6 & Miami
79
67
Leg 7 & Lisbon
Leg 8 & Lorient
Leg 9 & Galway
Source: IFM/SMS October 10, 2011-July 20, 2012
GROWTH IN Global TV AUDIENCE
GROWTH IN Global TV COVERAGE
1,800,000,000
1,555 M
+42% growth
3,500 3,000
900,000,000
3,402 HRS
1,200,000,000
4,000
4,817 HRS
4,500
+16% growth
1,336 M
1,500,000,000
5,000
2,500 2,000
600,000,000
1,500 1,000
300,000,000
500 0
2008-09
0
2011-12
2008-09
2011-12
Source: IFM/SMS October 10, 2011-July 20, 2012
Source: IFM/SMS October 10, 2011-July 20, 2012
GROWTH IN Global TV COVERAGE (IN HOURS) 5,500 Cumulative global TV coverage
Global TV coverage by leg and Stopover
5,000 4,816 4,500 4,284
4,000 3,744
3,500 3,175
3,000 2,627
2,500 2,000
1,995
1,500
1,490
1,000 500 0
904 464 139
441
326 138 Pre-Race Leg 1 Leg 2 & Alicante & Cape Town & Abu Dhabi
586 Leg 3 & Sanya
505 Leg 4 & Auckland
632
548
569
540
Leg 5 & Itajaí
Leg 6 & Miami
Leg 7 & Lisbon
Leg 8 & Lorient
533 Leg 9 & Galway
Source: IFM/SMS October 10, 2011-July 20, 2012
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Media Reach: Television
Skipper Ian Walker, Abu Dhabi Ocean Racing
Top TV News Broadcasters by audience Number of News Items Broadcast
Cumulative Audience
CCTV-5
201
536,746,454
CCTV News
19
43,972,490
CCTV News English
29
10,353,000
TVE-1
65
131,206,820
Forta
314
722,278,764
Telecinco
18
26,778,811
TF1
12
78,673,300
France 3
38
86,746,800
France 2
23
29,586,900
Country/Channel
Over 150 custom video news packages created for news agencies and TV channels
CHINA
Around 400 minutes of news footage was made available to global media on Volvo Ocean Race Broadcast Room
SPAIN
FRANCE
1
15 pre-race news packages produced to help build the drama before the action started
Conglomerate of Spanish regional channels
Top 10 TV Broadcasts Country Date
Channel
Duration
China
7-Nov-11
CCTV-1
0:00:26 13,218,000
China
6-Feb-12
CCTV-1
0:00:36 12,459,000
China
18-Feb-12
CCTV-1
0:01:00 10,822,000
China
19-Feb-12
CCTV-1
0:00:45 9,953,000
China
20-May-12
CCTV-5
0:00:28 9,877,000
France
15-Jan-12
TF1
0:01:59 8,966,100
France
13-Nov-11
TF1
0:01:52 8,805,000
France
6-Nov-11
TF1
0:01:59 8,694,500
China
15-Jan-12
CCTV-5
0:00:24 7,305,000
France
28-Dec-11
TF1
0:00:20 7,274,200
Source: IFM/SMS October 10, 2011-July 20, 2012
Audience
More than 1.5 hours of skipper interviews and team Broll packages created prerace
“We’d all like to thank you for your efforts in providing such good quality coverage – it has certainly been some of the best we have seen from a round-theworld yacht race.” Reuters TV - Sports
For additional data on Television see page 121
18
Volvo Ocean Race 2011-12
“Everything worked incredibly well for us in this edition of the race. The live coverage was excellent and the highlight shows were put together very well. It was a very good production.” José Manuel Domínguez – International Programming, TVE/TDP (Spain)
“We were happy with the programming. We wouldn’t change anything and would even consider starting with programming earlier in the pre-race lead-up.” Candice van Zyl – Programming, SuperSport (South Africa)
“We really liked the Volvo Ocean Race programming and we took everything in. It was perfect for what we wanted to show once we formatted it for our purposes. Our viewers seemed to enjoy the production values and everything involved in this race.” Volvo Ocean Race CEO Knut Frostad
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There were more than 31 TV broadcasts per day during the race on average.
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The average audience per broadcast increased by 44% compared to the last edition (+ 53,722 on average per broadcast).
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Our audience for each individual news bulletin went up by 76% (+ 251,745 on average more viewers per broadcast).
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The media value per broadcast increased by 88% compared to the 2008-09 edition (+ €7,319 more per broadcast).
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July 3, the day Groupama arrived in Galway, generated more than 67 news items on TV bulletins, almost double the number of news broadcasts than any other day of the race.
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The Abu Dhabi dismasting and Sanya’s broken bow within the first 24 hours generated 28 TV news bulletins with a cumulative audience of 41.5 million.
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In France, Spain, China and New Zealand, there was on average at least one TV News bulletin per day of the race.
»»
The Leg 4 Start, held in Sanya, was watched by more than 3 million viewers on CCTV-5 in China.
Glen Millson, Rogers SportsNet (Canada)
“Live coverage is key for us and the 90-minute In-Port Race and 60-minute Leg Start format was perfect for our needs.” Helene Cougoule – Commentator, Canal+ (France)
“Our news bulletin team are particularly keen to use Volvo Ocean Race footage due to the high quality footage and worldwide appeal/interest. It’s often so good, we may use it back-to-back.” Richard Canham, News Producer, Perform Media Group
“We continually received great pictures from you guys. Loved seeing the winners of the legs.” Declan McHale – SNTV, News Editor
Volvo Ocean Race 2011-12 TV News distributiontion
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International agencies (SNTV, AFP Video, Reuters TV, OMNISPORT, Eurovision/EBU)
»»
Direct to broadcasters
»»
43 hours in total (IMG)
Volvo Ocean Race 2011-12 TV ProgramMEs
»»
Volvo Ocean Race Broadcast Room / Newsmarket
»»
13 x half-hour highlight shows (Leg Starts/In-Port Race Highlights, Preview Show & Mid-Race Update)
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10 x Live In-Port Races (90 minutes)
»»
9 x Live Leg Starts (60 minutes)
»»
9 x 1-hour Leg Documentary Shows
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1 x 90-minute Official Film
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1 x History of the Volvo Ocean Race Documentary (Pre-Race)
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Media Reach: Online »»
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58,978 online news reports during the Volvo Ocean Race 2011-12 marked a 94.8% increase on the previous race.
TOP ONLINE SOURCES RACE TO RACE COMPARISON (BY NUMBER OF ARTICLES) Country
Source
2008-09
2011-12
Growth
Le Figaro
1
340
+339
L´Equipe
12
160
+148
Ouest France
5
765
+760
Marca.com (Nauta 360)
164
226
+62
El Mundo Deportivo
32
189
+157
The New York Times
1
37
+36
The Washington Post
5
27
+22
Miami Herald
3
64
+61
La Stampa
14
212
+198
Gazzetta dello Sport
3
33
+30
Sina
67
330
+263
Guangzhou Daily
1
21
+20
The Guardian
4
45
+41
The Telegraph
46
277
+231
The National
0
263
+263
Sport 360
0
149
+149
globo.com
16
9
-7
lancenet.com
0
20
+20
Irish Times
141
137
-4
Irish Examiner
14
37
+23
A Bola
0
12
+12
Sapo.pt
6
31
+25
New Zealand
New Zealand Herald
15
253
+238
South Africa
Sport24
0
68
+68
Sweden
Aftonbladet
31
8
-23
Yahoo News
4
104
+100
Reuters
3
97
+94
The total number of online news reports reached during the 2008-09 race had already been overtaken after the Auckland Stopover (March 19, 2012).
France
On average, there were 207 online news stories per day on sites around the world, more than double the 2008-09 race.
Spain
Online news articles on the race were used in more than 100 different countries across five continents. The arrival of Groupama to Galway on July 3 generated almost 1,000 online news stories from 46 different countries. Leg 5 and Leg 1 attracted the highest number of online articles (8,899 and 8,826 respectively). Prestigious sources like The New York Times, l´Equipe in France, The Guardian in the UK and Spain’s Marca, featured the Race on average at least once a week each on their websites. In France, big titles Le Figaro and Ouest France, posted, on average, at least one story each per day of the race.
USA
Italy
China
United Kingdom
UAE
Brazil
Ireland
Portugal
International
Source: Meltwater News from October 10, 2011-July 20, 2012
20
21
Volvo Ocean Race 2011-12
Media Reach: Online
Race Village, Itajaí
Race Village, Itajaí
number of ONLINE NEWS reports: TOP COUNTRIES France
Spain
Australia
Italy
7,417 4,033
4,255
3,754
New Zealand
2,395
United Kingdom
2,238
Germany
1,898
Brazil
1,669
UAE
1,120 0
2,000
4,000
Source: Meltwater News from October 10, 2011-July 20, 2012
22
5,292 9,711
USA
11,296
6,000
8,000
10,000
12,000
Volvo Ocean Race 2011-12
Case Study: Online
Team Sanya in Auckland, New Zealand
Hidden gems The Volvo Ocean Race boasts such a diverse cast of characters, from the skippers, sailors and shore crew to the volunteers, staff and millions of race village visitors, that every edition produces stories you would never expect. Martin Kirketerp, a hard-working member of the Sanya shore crew, is about as unassuming a character as you can get. While he was known to a handful of race insiders, very few people had any idea that the Dane was a reigning Olympic champion. The gold medallist from the 2008 Games in Beijing was persuaded out of anonymity as the race arrived at the Chinese Stopover in Sanya. His decision to give up the chance of another Olympic gold and work his way up from the bottom in the Volvo Ocean Race struck a chord with sports fans worldwide. The two biggest global news agencies Reuters and AP ran extensive features on Kirketerp, who has one prosthetic eye after overcoming cancer as a child, while CCTV in China gave him the status of a returning hero. The story was picked up around the world and had a happy ending as he finally got his chance to sail on board Sanya for several legs and in-port races towards the end.
23
Media Reach: Online
The start of leg 9 from Lorient, France to Galway, Ireland
Average Daily Online News 250
207
50,000 +94.8% growth
30,280
40,000
+103.3% growth
30,000 100 102
20,000
500
10,000 0
NUMBER of Event Mentions
160,000
4,000
168,217
4,500
120,000
2,500
80,000
2,000
60,000
1,500
68,625
100,000
40,000
1,000 500
20,000 0
+28.4% growth
3,500 3,000
+145.1% growth
2011-12
Number of Online Sources
180,000
140,000
2008-09
2011-12
Groupama sailing team and Team Telef贸nica in Abu Dhabi Source: 2008-09 data - Meltwater News September 20, 2008-July 12, 2009 2011-12 data - Meltwater News October 10, 2011-July 20, 2012
24
2008-09
2011-12
4,240
2008-09
3,303
0
58,978
60,000
200
150
GROWTH IN ONLINE ARTICLES
0
2008-09
2011-12
For additional data on Online see page 123
Volvo Ocean Race 2011-12
1,226 876 876
883
887
680
383
547
652
657
822
870
924
1,118
1,180
1,367
1,004
1,154
1,480
2008-09 2011-12
1,388
NUMBER OF ONLINE SOURCES by leg + Stopover
Pre-Race & Alicante
Leg 1 Leg 2 Leg 3 & Cape Town & Abu Dhabi & Sanya
Leg 4 & Auckland
Leg 5 & Itajaí
Leg 6 & Miami
Leg 7 & Lisbon
Leg 8 & Lorient
Leg 9 & Galway
Source: 2008-09 data - Meltwater News September 20, 2008-July 12, 2009. 2011-12 data - Meltwater News October 10, 2011-July 20, 2012
CUMULATIVE GROWTH IN NUMBER OF ONLINE ARTICLES 70,000
2008-09 2011-12
60,000
58,978
55,570 51,393 47,009
50,000 41,661
40,000
+94.8% growth
32,762
30,000
26,582 21,136
20,000 10,000 5,169
14,573
11,784
9,139
6,122
0 2,015
23,701
20,716
13,995
30,280
28,820
27,069
26,018
Pre-Race Leg 1 Leg 2 Leg 3 Leg 4 Leg 5 & Alicante & Cape Town & Cochin/ & Singapore/ & Qingdao/ & Rio de Abu Dhabi Sanya Auckland Janeiro/Itajaí
Leg 6 & Boston/ Miami
Leg 7 & Galway/ Lisbon
Leg 8 Leg 9 Leg 10 & Göteborg/ & Stockholm/ St Petersburg Lorient Galway (2008-9)
Source: 2008-09 data - Meltwater News September 20, 2008-July 12, 2009. 2011-12 data - Meltwater News October 10, 2011-July 20, 2012
Growth OF ONLINE ARTICLES 70,000 60,000
Growth in online articles Online articles by leg and Stopover 55,570
58,978
51,393
50,000
47,009 41,661
40,000 32,762 26,582
30,000 21,136
20,000 10,000 0
13,995 5,169
5,169
8,826
7,141
Pre-Race Leg 1 Leg 2 & Alicante & Cape Town & Abu Dhabi
5,446
6,180
Leg 3 & Sanya
Leg 4 & Auckland
8,889 Leg 5 & Itajaí
5,348
4,384
4,177
3,408
Leg 6 & Miami
Leg 7 & Lisbon
Leg 8 & Lorient
Leg 9 & Galway
Source: 2011-12 data - Meltwater News October 10, 2011-July 20, 2012
25
Media Reach: Pictures
Picture power Official race photographers and onboard Media Crew Members shot and processed around 50,000 images over the course of the race, with editors selecting the best of them to send to media around the world. The quality of those images is world class and on many occasions they tell the story by themselves and lead to coverage on some of the highest profile websites in the world – while newspapers and magazines have a natural choice for a front page, even if the news itself is not so prominent. Pictures are also the driving force behind the race’s Facebook expansion. The photo galleries created by our editors from the work of the race photographers and the MCMs on board proved the most popular elements posted while the 2011-12 race was on, generating thousands of likes, shares and comments every time.
26
Volvo Ocean Race 2011-12 Tony Rae treats Mike Pammenter on board CAMPER after the South African bowman suffered a broken tooth and gash to the face in a fall during a sail change on Leg 1
27
Media Reach: Print Readership by Type of Publication/Growth in Readership by leg & Stopover
82
58
5
776
736
4
20 482
13
21
3
406
16
39
6
35
473
400
55
671
600
845
800
7
733
47
Newspaper
785
1,000
Magazine
2
200 0
Growth in Readership (In billions)
8
Growth in Readership
495
Readership per period (In Millions)
1,200
1 Pre Race + Alicante
Leg 1 + Cape Town
Leg 2 + Abu Dhabi
Leg 3 + Sanya
Leg 4 + Auckland
Leg 5 + Itajaí
Leg 6 + Miami
Leg 7 + Lisbon
Leg 8 + Lorient
Leg 9 + Galway
0
Source: IFM/SMS October 10, 2011-July 20, 2012
Readership by Geographic Reach of Publication/Growth in Readership by leg & Stopover
1,000
385
National
Regional
7
327
584
437
800
6
411
420
5
219
Pre Race + Alicante
Leg 1 + Cape Town
Leg 2 + Abu Dhabi
361
Leg 4 + Auckland
Leg 5 + Itajaí
Leg 6 + Miami
Leg 7 + Lisbon
Leg 8 + Lorient
199
275
212
355
Leg 3 + Sanya
3 2
166
0
269
200
229
513
400
4
290
321 507
600
Leg 9 + Galway
Growth in Readership (In billions)
8
Growth in Readership
316
Readership per period (In Millions)
1,200
1 0
Source: IFM/SMS October 10, 2011-July 20, 2012
CUMULATIVE PRINT READERSHIP
»»
On average there were 43 articles published every day of the race in large circulation publications in our 15 key markets including the United States, China, Spain, the United Kingdom, France and Brazil.
»»
Spain, which published on average 15 articles per day of the race, and France, with eight articles per day, topped our key markets in terms of number of articles.
»»
Key targeted publications (eg l´Equipe in France, Marca in Spain, La Stampa in Italy, The Daily Telegraph in the UK, Global Times in China) more than doubled the number of articles in comparison to the last edition.
3.0 2.5
+40.8% growth
6.8 BN
3.5
2.0
1.0
iles e pour mettre les vo Volvo prend la rout
4.83 BN
1.5
G RAN D FO R MAT
AUTOMO BILE
vitesse adaptatif, détection
0
2008-09
2011-12
CITÉ TABARMERCREDI, 14 HEURES. cordages, pluLY. – J’embarque quelques d’accastillage pièces sieurs cartons de de tente de réception. neuves et une toile les 555 litres du Juste de quoi remplir du cache-bagages. Ça coffre sous le rideau : accrochée sous le aurait pu déborder grille se déploie pour pavillon de toit, une d’objets dans l’habiéviter la projection sièges abaissés, le tacle. Bien vu. Tous du XC 70 atteint la tout seul jusqu’à volume de chargement il en existe de plus break réaccélère On pourrait je rabats les sièges même 1 580 litres (mais Par contre, pour vitesse maximale autorisée. finalement route ou mon kit surf, est équipée d’un C’est grands, lire par ailleurs). arrière. En plus, la voiture de bien rouler, se lasser à la longue. le dossier du en maintenant une les pièces les plus longues, super moteur qui permet assez sécurisant, tout rabat pas. Heuse ne autour de l’électrosiège passager avant de dérive à transmême chargé. » certaine vigilance pas ligne 2,4 l double turqu’après deux heures reusement, il n’y a Le cinq cylindres en à nique. Il n’empêche 4... cette année, de 205 ajoutées au trajet du porter pour Groupama bo diesel est passé, AUTOet demie de route, 70 en ont bénéfiun peu, manifester 215 chevaux ; les breaks MERCREDI APRÈS-MIDI. matin, je dois fatiguer l’heure, celui-ci ronbreak a de la gueule. de plus en plus cié les premiers. Pour l’autoroute A 10. ROUTE A 10. – Ce – un vrai Volquelques mouvements sur : comme sur une ronne discrètement Toujours très rectangulaireélégante. C’est adaptatif assure incohérents au volant reste Le régulateur de vitessela vitesse de croiportable, les barvo... – mais la ligne sur qu’a choisi Franck batterie de téléphone tout le boulot. Calé d’ailleurs le modèle s’éteignent les unes : un sécurité de Alert Drive quotidien distance du la usage sur rettes sière choisie et Cammas pour un alerte sonore, une à la voiture qui V 70. Le côté barouaprès les autres. Une programmée par rapport automatiqueXC 70 plutôt qu’un qui s’affiche au légèrement surélevé tasse de café fumant » précède, il règle l’allure la Volvo décédeur sans doute, « Pause conseillée en tous chemins, tableau de bord... ment : ça ralentit devant, 70 pour supporter de roulerintégrale permas’intercale, le XC m’indique la Volvo. lère ; un quidam le avec sa transmission le ; la voie se libère, pratique, explique freine franchement nente. « Il est très prends mon vélo de skipper. Quand je
VOLVO OCEAN RACE
Paris
Une aventure de de huit mois
Départ
490 km
Lorient
FRANCE 716 km
ESPAG N E 795 km
Alicante
001 km Distance totale 2 Coût du voyage 252 euros en carburant
niques sur place. Autant que possible, toutes les pièces de rechange dont no u s p o u v o n s avoir besoin pour la maintenance ou la réparation du bateau sont fabriquées avant le départ par nos fournisseurs habituels et réparties dans nos containers. Il y a deux jeux de cinq containers : le premier est chargé sur un cargo de l’organisation qui, en avant de la course, prendra la mer pour Le Cap (Afrique du sud), terme de la première étape. Un
IR. MERCREDI SO Z. SAINT-JEAN-DE-LU – La nuit est tombée. file Passé Bordeaux, une de ininterrompue vers camions roule l’E spa gne. À bord, l’ambiance est apaiqui sante, l’éclairage alu souligne le cerclage pas des compteurs n’est suis agressif. Je ne À même pas fatigué. au Saint-Jean-de-Luz, la de parking de l’Hôtel kiloPlage, le compteur che métrique affi 716 kilomètres depuis km Lorient et 7,9 l/100 en consommation. Photos L’Équipe Bernard Le Bars/
URS » LES AUTRES « DÉMÉNAGE breaks du marché, à un prix défiant toute
+ DE MATÉRIEL + D’ACCESSOIRES
+ DE CYCLOSPORTIVES OFFREIVE EXCLUS DU TOUR L’ÉTAPE I ET II ACTES DS 600 DOSSAR ÉS RÉSERV VOUS ! POUR
d’Or remporte le Vélo GILBERT,récompensés : le roi des classiques Philippe Gilbert le Vélo d’Or Espoirs. Sagan Les puncheurs d’Or français et Peter Voeckler le Vélo mondial, Thomas
PAGE 12
G RAN D FO R MAT DÉCOUVERTE
». Son coffre de la catégorie « déménageurs celui de la Skoda reste la référence de E (57 700 ). – Elle plus volumineux que MERCEDES CLASSE m de long) est encore sa Classe E d’une une voiture de 4,90 marque a donc équipé 695 à 1 950 litres (pour la demi-mesure : la lourds ou d’astuces, ne fait jamais dans pour le transport d’objets Superb Combi. Mercedes du coffre. Le raffinement avec correction de niveau à l’ouverture électrique sursuspension arrière pneumatique intérieur est sans mauvaise qui se relève automatiquement comme un cache-bagages prise. Tout cela a évidemment 350 de plus un poids (1 925 kg, un prix : que la Skoda !) et… 250 CDI 57 700 pour le Matic. Plus 204 ch. boîte auto 4 aide à la 1 900 le pack le détecconduite ; plus 350 teur de panneau ; etc.
(Photos DR)
NUE EN TERRE INCON RENDEZ-VOUSAVEC FRÉDÉRIC LOPEZ LAK ET FRÉDÉRIC MICHA 5. CE SOIR À 20H3
france2.fr
PAGE 13
s… 24 pages spéciales. : résultats, classement LE MAGAZINE DE
. 4,50 EUROS TOUS LES CYCLISMES 2011 er MARDI 1 NOVEMBRE
28
(Photo Yvan Zedda/Groupama)
« Volvo Ocean de la série limitée de la portière, Plusieurs éléments barre de seuil en bas monde. Race », comme la course autour du évoquent la fameuse
2011 VÉLO D’OR ROIS DE L’ANNÉE VOECKLER, SAGAN D’AZUR SUPPLÉMENT ROC
D E M A I N
- Adenium Productions
de jouer avec le mode séquentiel moutons permet de sentiment ! Passur la voie express. Le ! – J’ai tout débranché : la boîte auto. Retour JEUDI. VIVA ESPANA les grandes courbes rassurant, presque inimitable à bord d’une Volvo est – sompsé la frontière franco-espagnole, entre une Skoda Superb franchit les Pyrénées envie de du costaud ! À mi-chemin 20 000 euros de moins, de l’autoroute qui du matin – donnent se fait tueuses dans la lumière Combi qui coûte quasiment tarif (lire sonorité du cinq cylindres E presque au même reprendre la main. La roues motrices sur le revêteet une Mercedes Classe les options avant d’y ajouter toutes sécuriplus rauque, les quatre humide de la nuit sont par- par ailleurs)... de la Volvo. Pour résumer... ment encore un peu se fait d’aides à la conduite voiture (1 810 kilos) route santes. Le poids de la escapade sur une petite fois sentir. Une courte toujours des troupeaux de adjacente où l’on croise
espace aux l’un des plus grands et garantissant un (37 000 ). – C’est soigneusement assemblée SKODA SUPERB COMBI litres en configurala berline Skoda Superb, chargement de 603 offre un volume de concurrence. Issu de une longueur imbattable, la Combi ligne est agréable pour turbo diesel passagers arrière presque litres, toutes banquettes rabattues. La la plus haute (le 4 cylindres de 1 835 tion cinq places et prix pour la motorisation 2 litres de 170 chevaux), rehaussé de la berline (4,84 m). Son à identique à celle de quelques options indispensables pas 37 000 ce niveau, ne dépasse cossue. Soit pour une finition que notre 20 000 euros de moins quatre roues Volvo d’essai ! Les facturées motrices sont toutefois aussi un 1 500 euros. Il existe 6 3,6 litres de modèle essence V DSG, quatre 260 chevaux, boîte 520 euros. roues motrices, à 38
Wright, mon heures de voyage. Ben patron de PORT D’ALI», JEUDI APRÈS-MIDI. « correspondant 4, m’y bout, jusqu’à la CANTE. – Jusqu’au l’équipe à terre de Groupama cette traversée déchargeant le Méditerranée, dans attend au port. En aux paydu marin remard’ouest en est de l’Espagne coffre, l’œil averti je n’ai plus certains cuirs sages souvent mornes, aides à la quera tout de suite que d’une voile. les jamais réutilisé sont cousus à la manière à la mer de se laisse d’œil conduite. Cette Volvo deuxième C’est l’un des clins cette Volvo Ocean conduire... mais sur cette série spéciale l’affichage de la partie du parcours, depuis Race. consommation moyenne de plus pour Groupama. bondi Mission accomplie Lorient a, du coup, : au moment mon deuxième Et cerise sur le gâteau Cammas et d’un litre. J’ai fait 1 475 kilole VOR 70 de après repartir, de gazole de plein d’une sortie de ne jamais son équipage, de retour mètres... sous peine majestueusedu réservoir sont d’entraînement, glisse la nuit tomarriver. Les 70 litres Derrière le ponton, à parfois un peu justes. cuir et des- ment vers son de cousu bord de bée. tableau Alicante se STÉPHANE BARBÉ siné comme une vague,vingt-quatre profile enfin après
© Jean-Michel Turpin
Source: 2008-09 data IFM/SMS September 20, 2008 -July 12, 2009 2011-12 data October 10, 2011-July 20, 2012
che-
plus
directedeuxième cargo ralliera deuRACE est notre LA VOLVO OCEAN ment Abu Dhabi, équipage, que le un tour du monde en ét apes xième escale, pendant pour Cap pa rco uru en neuf premier repartira du Les de la troi(L’Équipe du 29 octobre). Sanya (Chine), arrivée de suite monocoques bateaux sont des sième étape. Et ainsi à mètres de de 70 pieds (21,33 pour un fonctionnement escale, la tu nous as long). D’escale en tiroirs. Les cartons que étaient : logistique sera primordialede amenés depuis Lorient modifiées à cinq containers (doublés)la circhargés de pièces pour entraînedix tonnes chacun et, b r e a k partir de nos récents un glisse dans constance,... ments, afin qu’on les » Volvo XC 70 d’assistance les containers en partance. partira rapide ! Volvo Ocean Race La Ben prochain « Le principe, expliquent d’Alicante, samedi Galway l’équipe à à Wright, patron de et Hervé pour une arrivée 2012, après terre pour Groupama, (Irlande) en juillet de la – Le Quilliec, responsable dernière escale à Lorient. une miniun faire logistique, est de S.B. techmum appel aux moyens
Saint-Jean-de-Luz
Arrivée
0.5
cinq cylindres, 215 diesel double turbo, – Moteur : 2,5 litres litres aux 100 km. vaux. sur autoroute : 7,9 – Consommation × 1,86 × 1,60 m. – L × l × h. : 4,84 : de 555 à 1 580 litres. – Volume du coffre : 215 km/h – Vitesse maximale 0 à 100 km/h : 8’’3. : 57 645 – Prix (modèle essayé)
VOLVO XC 70 D5
d’un
dépasser, véhicule en train de un SUR LA ROUTE de ALICANTE – à la réflexion... Prendre alerte de franchissement toute bête. Limite idiote, sous- JUSQU’À anticollision, ligne, avertisseur l’ancienne base des Au départ, l’idée est (ESP) – ça du de notre envoyé spécial depuis Paris, filer jusqu’à détecteur de somnolence Cammas, détentrice grand break Volvo et l’instant, Groupama de Franck pourra être utile... Pour et sons), y a son 19 OCTOBRE, marins de Lorient. L’équipe (48 j 7 h 44 min et 52 les alarmes s’allument coins. – à MERCREDI du monde à la voile les MATIN. PARIS-LORIENT. dans la grande soute record absolu autour nent encore dans tous de navidu matériel d’accastillage 500 premiers kilomètres Seul bémol, le système tour de chantier. Puis charger en Espagne, où Groupama Ces indique les le Morbihan sont un sur le port d’Alicante, gation embarqué d’apprivoimais Race – départ le vers bagages et l’acheminer chauffe. L’occasion limitations de vitesse course, la Volvo Ocean à la « zones à se prépare à une nouvelle Deux mille kilomètres pour une livraison ser les systèmes d’aide n’avertit pas des ailleurs). tester, conduite dont la voiture est équirisques ». de 5 novembre (lire par (et retour). Idéal pour pée. Et il y en a ! Régulateur minute, seul au volant dernière de express 2012. XC 70 D 5, gamme sur la durée, le break
2011 er MARDI 1 NOVEMBRE
Volvo Ocean Race 2011-12
Key Print Highlights by country*
2012 Date : 11/03/ CE Pays : FRAN Page(s) : 21 BATEAUX Rubrique : 338922 Diffusion : re : Hebdomadai Périodicité
Country: Chin Publication: a Date: Marc The Bund h 8, 2012 Page:
Tous droits
de reproduction
réservés
Country
No. of published articles
Cumulative Readership
Brazil
445
127,416,085
China
531
950,975,810
France
2,544
2,456,055,609
Germany
129
60,973,313
Ireland
1,776
254,057,487
Italy
244
380,937,380
Netherlands
97
65,853,101
NZ
802
124,549,508
Portugal
505
206,690,478
South Africa
55
13,267,451
Spain
4,493
1,440,739,948
Sweden
96
35,972,148
UAE
1,004
273,381,242
UK
206
230,499,717
USA
200
148,812,515
TOTAL
13,127
Source: IFM/SMS October 10, 2011-July 20, 2012
W
LA STAMPA SABATO 14 GENNAIO
Reportage
FABIO POZZO DHABI INVIATO AD ABU
pianeta corsa intorno al Verso la Cina La le prime due tappe ha già «bruciato» tico e mezzo Indiano attraversando l’Atlan
2012
Società 31
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lunghe Polo a maniche il resto dell’equibianca come blu e cappelpaggio, pantaloni Andrea d’Inghillino. Il principe ito della Reterra, il secondogen ha esordito cogina Elisabetta, Ocean Race al sì ieri nella Volvo la barca timone di «Azzam», Timone Dhabi. del team di Abu britannico Ian che lo skipper sulla linea Walker gli ha ceduto messo in essersi di arrivo, dopo Il principe era tasca la vittoria. Dhabi Tourism ospite dell’Abu governatiAuthority, il braccio do l’anivo che sta promuoven o. E su ma turistica dell’Emirat ha seguito uno yacht a motore della tappa la regata costiera anche l’ex predi Abu Dhabi Blair. mier inglese Tony
Multiscafi
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e del vento La vela più veloc
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Country
La ‘ciudad de las velas’ abarrotó la bahía de Waitemata en la regata costera • Xabi Fernández: “Hay más barcos que coches”
France
Monoscafi
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Centimetri - LA
En Auckland una de cada cuatro familias tiene un barco
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21
Spain
40
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AUTOVEICOL
ogni acquista autoveicoli Corso AUTO GILLIA serietà. valutazione e . tipo, massima - 011.8903777 Casale 464 Torino
2008-09
2011-12
Growth
L´Equipe
47
237
+190
Ouest France
12
476
+464
Le Figaro
8
83
+75
Marca
128
255
+127
As
86
134
+48
El País
10
38
+28
Guangzhou Daily
17
33
+16
Global Times
2
31
+29
Beijing Evening News
25
17
-8
La Stampa
2
13
+11
Tuttosport La Gazzetta dello Sport The Irish Times
13
26
+13
65
49
-16
204
162
-42
Irish Independent
73
244
+171
Galway Advertiser
163
220
+57
The Daily Telegraph
19
64
+45
The Times
8
11
+3
The Independent
11
7
-4
Miami Herald
2
99
+97
USA Today
6
4
-2
The New York Times
5
5
0
Lance!
27
26
-1
O Globo
20
5
-15
Diario Catarinense
4
71
+67
Süddeutsche Zeitung
2
8
+6
Die Welt
9
7
-2
FAZ
29
15
-14
137.000 VELEROS
STAMPA
S
Source
CARLOS CARPIO EN AUCKLAND
desde pequeños: rugby, vela y fútbol. El fútbol es el menos practicado con diferencia. Aquí los ídolos deportivos no se llaman Messi o Cristiano, responden a nombres como sir Peter Blake, auténtica leyenda viva desde que en 1.995 aplastó al barco norteamericano de Dennis Conner para le la Copa América; arrebataro Russell Coutts, que apunta Pepe Ribes, el capitán la clave de esdel Telefó- ta nica Team, dice pasión por la vela: que no ha visto queño salir a navegar “Desde peuna cosa igual. Después de recoha sido una cosa natural para rrer más de 5.200 mí, millas durante di Abu Dhabi educación. Mi familia,parte de mi 20 días desde la dell’emirato localidad china de como tandei grattacieli tas en este país, Sanya, y con un sullo sfondo era muy aficionaestrecho marcaje New Zealand» da a la vela y yo en las últimas 36 «Camper-Team he crecido navehoras, el barco gando. Es lo más español entraba el pasado día 11 normal porque DA TORBEN GRAEL lo hacían todos mis en el golfo de Hauraki 4» TIMONATO 24 ORE amigos”. con una exiO IL RECORD DELLE IL VOLVO 70 «ERICSSON gua Auckland, enclavada NODI ventaja de tres MEDIA DI 24,8 millas con el NEL 2008 HA CONQUISTAT en un ist596 MIGLIA ALLA mo que se extiende Camper Team New PERCORRENDO en apenas dos Zealand, que kilómetros de ancho, llegaba a casa. Era el final de la pocas ciudades del es una de las cuarta etapa de la Volvo Ocean mundo que tiene dos puertos Race y en juego en dos sólo estaba la tertintos. Por un lado, mares discera posición. Pero ARRIVO el puerto de si hablamos Manukau, de Auckland y hablamos al oeste, que da Galway a punto e regade vela, vo Mar Lorient al bramodifiche, messe la prova «inhablamos de cosas (Irlanda) de Tasmania; por (Francia) ieri serias. PRIMA PAGINA el otro, SEGUE DALLA te costiere. E el puerto de Waitemata, “La llegada fue dalla barca PARTENZA Oceano muy apretada, que se Sanya port» è stata vinta abre al Océano Pacífico ellos conocían Alicante dell’Abu Dha- Atlantico bien la zona y se (Cina) Miami por el este iamo su un Volvo fueron acercando (Spagna) più locale, «Azzam», con a bordo i (USA) mucho. Y en to70, il monoscafo bi Ocean Racing, dos los barcos to e, que nos seguían, veloce del mondo. due unici velisti dell’Emira Abu Dhabi en los edificios desde Oceano Andrea «Camdi principe (EAU) il A bordo Pacifico las montañas había la costa y en Zea- come ospiti, family britannica e mucha, muper-Team New della Royal chísima gente dándoles sei superbardello sceicco. ánimos para land», una delle nella Volvo uno dei figli «Camque di nos pasaran. Fue un amOceano Noi saliamo a bordo ufficiali, biente che impegnate espectacular”. libere 70 «MASERATI» giro del globo Indiano Al final, el IL VOLVOdramático Ocean Race, il tappe (di cui per» per le provegli equipaggi teA FINE MESE CON 4 PRIMATI, TRAduelo con a la embarcaLisbona E IN ATLANTICO GIOVANNI SOLDINI LIZARD esercizio con cui ción local in equipaggio BrieNEW YORK-CAP se saldó a favor CERCHERÀ DI CONQUISTAR (Portogallo) media partner stano il percorso di gara. terItajai DELLA TRAVERSATA del Telefónica Team, el La Stampa è a I QUALI QUELLO (Brasile) líder de la comregata offshore fing tecnico, pranzo veloce sia urla Chris, Auckland mediante el fantástico per l’Italia), la petición, por escasos 92 vengono addosso!» solo che ci Città del Capo rossa (Nuova Zelanda) pericolosa che y tranquilo segunbandiera più difficile e costringe gli ra e via. Peccato La alegría (Sud Africa) in compenil de los españoles golfo de Hauraki. Una ubicación sventolando la dos. di nove nodi. Un vento. Il caldo, Ma non muove a esista perché privilegiada. En a sca, con punte della protesta. contrastaba con la decepción al massimo poco . Cominciamo Waitemata está, : le barNon più di 15 soffio in più, ma sufficiente de entre muchos equipaggi a tirareanche oltre i so, è asfissiante las más depoco pagno di ventura. timone di un millimetro accelerino otros, el Westhaven l’immenle manovre nell’attesa, ci vuole 47.000 personas que Marina, Desde un barco le imbarcazioni, recibieron che queste barche secondi per avvolgere uno de los mayores metri che sono lanciate, o che sul- provare su strambate en la bahía de Auckdi euro altri 10 per sten- quasi con rabbia. Adesso «Campuerdi milioni desde lo alto del dello start. Virate voce da Chris 40 nodi di velocità, tos deportivos de a la Volvo so genoa a prua, nodi. Inper fare danni land lanciarsi in MolOcean Race. gran todo a tredici a come è Chris...». opposto. lunghezza la naviga È comandate Monte Victoria, l’Oceano rio sur con capacidad el hemisfederlo sul lato farsi male. «Ehi, è scandi- per» skipper australiagiudici Ferrari a 350 para más de quasi a una velocità di queste e fortuna. I137.000 pista con una caso le chia- Nicholson, lo sulle spalle due 2.000 barcos. Es cualquier sitio es Il conto alla rovescia nodi lano loro, per MÁS DE Da poppa a Oxley, il na- credibile, el más grande, ricorso, il BARCOS Formula uno e no che ha già il nostro km orari. Non pero ni mucho doppia delle raffiche. ci Nueva Zelanda voce alta da Will vinti a bueno en to accolgono «ausnessuno, mare». io Mondiali più menos el único. del punta se sei girotondo compone de Una È la del mare non parla mano «Ferrari más un mirada desde los de 500 vigatore, un marcanton Auckland, ‘la «Mostro» esegue tra la a prua Race. Chris è al pianeta olimpiadi, pequeñas di Chris e i Servia. islas disemi- del 328 metros di velocità filiamo che pesano solo gli ordini quando alLa corsa intorno prime due tre Volvo Ocean e noi che divide lo sguardo nadas imponente Sky a quarti. ciudad de las lo largo de 1.500 alla ri- sono le Cerbero: ogni volta Tower que do14,5 di penalità Arriviamo che può sie» millas mina la del mare e il pc, Si al- lamenti dello scafo. E si ha giù «bruciato»ndo l’Atlanti- un moderno navegables. poco. a maleuomini superficie ciudad muestra virà velas’, para seguir en Wellington, essere sono dolori: perfetta. apre bocca nove «manotonnellate cinco matter»la ci Sidice la puertos de tappe, attraversa due cerca della rottadi sette nodi. I ziamo lo «spi» «Doesn’t capital, e oggi la che afición un solo en directo una vince- por el rugby ni a sbuffare sulle su le raggiunta è grande come anglosasso y barcos allá donde vistazo. Ves co e mezzo Indiano, All Blacks za una brezza Chris. Per glilos che tirano a navigare mettono sono vi- dizione,da tennis. es mayoritaria, a» etapa queste mires. sfortuna. da verricelli de i Por porta la riprenderà «Groupam Volvo algo velle», en se conoce a flotta campi Auckland no es francesi di re le prove libere Auckland como Dhabi è una per lamentarque haya afición su strambate: quanS’incuneano anglosasOcean Race. imbarcazioni la ciuNon c’è tempo verso la Cina. Abu dad de las velas. por latutti cini, troppo vicini. to, che vele. Virate già fatte, trenta? vela, E a bordo siamo es que eforma parte la barca del team mpa.it/mar giuria che fa da ne avremo inwww.lasta tappa voluta dall’Emira volta disoluble de la “Es impresiona tra noi e la barca davanti per un si. «Mostro», soni. una base te ci affianca. È vida de sus habiguardiano» si nte, hay casi intende diventare Però per i L’«arcigno dove ci siamo rifuamericano Puma, Troppo. «Ci más barcos que tantes. La familia Y es que en esta boa e ci passano è loro. coches. Aquí namedia neozelanciudad se tovicina. della vela invernale.Ocean Ra- verso poppa, a prendere posto man la Volvo Ocean vega todo el mundo desa tiene casa de unas connotacion soffio: la partenzaIl vento rinfre- sempre più dos es especiales”, y todos saben forzati della Volvo per il turi- giati, e ci invita di tortura. Fatica algo suyo. De hecho, Race como reconocía Íker Si va avanti. dín, barbacoa, perro, plantas, jar- de barcos. Es una tos aficionados que vienen a verMartínez, el palocura, y la vercoche (japo- dad es la sépti- trón agli strumenti ce non c’è tempo ma ocasión que nés)… y barco. nos, para la regata es que te produce del Telefónica con un comloro non signiUna de cada 4 fala mítica Vuelta costera supuso Team, el día mucha sa- al smo. Tappa per riparazioni, e sudore, condivisi tisfacción ver que milias tiene barco un pequeño problema antes de disputar Mundo hace parada hay tanta gente la regata in-port, en y fonda en en porque el fica riposo, ma Auckland desde Sólo en esta ciudad Auckland. que sale al mar a campo de regatas vetture e fuorila que una mala NA acquista vernos”, comenla primera ediera muy estresalida penalide menos AUTOTORTO Corso TortoOyPER ción, que se disputó millón cho, te limitaba zó al barco español max serietà. medio de habitantes de taba Xabi Fernández poco AVVIS nuovissime villette Da el recorrido y apehace casi cuastrada ogni tipo, y le condenó antes renta años, - 011.889664. LIGURIA Ponente piscina. más de nas quedaba sitio a la sexta y última ¡137.000Iembarcacio hay de la regata costera, que affacciate mare, ATTIST 9. Tel. 011.8171643 en na 1.973. para que plaza. En Y de los 66 regata indipendenti, se dispu- tripulantes I CONTR nes tó en la bahía de recreo!, lo que 035.751111. costera de la quinta esa niobrásemos. Esto es como maque de Waitemata. € 229.000. Tel. arroja un proun río, etapa hay mucha Se seis embarcacioncompiten en las el triunfo trata de medio VIAGGI E VACANZE de un barco por ORARIO fue para el barco corriente, en muchos es, casi un tercio 30 mt mare bilocale unicada 9 per- estrecho,un campo de regatas muy de neoze- lugares PIETRA LIGURE > sonas, la landés, el Camper, ZIONE ellos (20) son neozelandes posto auto, pezzo hay poco fondo que gustó más a mayor presencia strateACCETTA para delirio de della propria nuova costruzione, los afiICI de y estos Immobiliare es. los miles SPAZIO AFFARI cos ECONOM barcos tienen mucho residences IPE 111,55. B&B habitante del mundo. bar- cionados que a los navegantes OUTSIDE nell’ambitouna presenza sempre de seguidores ANNUNCIpor co. Classe G per calado”. Alberghi, pensioni, que se nunca , CIUDAD EMBLEMÁT cuyas quejas por echaron al mar a gia commerciale En los colegios, ricerca per gusta perder, hacerlo Si Tel. 019.629005. , sul mercato, el ver a poco los la ICA OFFERTE prueba. niños 0182.640776 espacio Giovedì competitiva vendita al più les en LAVORO rete Mignon, disponible fueron dan a elegir entre un sitio de tanto “Auckland es un “Cuando llegamos Dal Lunedì o della propria ALASSIO Hotel om, 20 mt. arraigo por la vesitio especial pamayoritarias. tres deportes costruzione allogl’inseril’ampliament gnonalassio.c Todo sea por el TOIRANO Nuova ra todos los que ya vimos que habríael primer día la como Auckland Piemonte. Offriamo della www.hotelmi fattorini ore 9,00 - 13,00 menù, pesce, in villa, ingresso agenti per il espectáculo. nos gusta molesta más. un montón speciali. Scelta Operai, autisti, gi. Ampia metratura giardini, terrazzi, team di professionisti mare, tariffe es una ciudad emblemáticla vela, de gente. Y paradójicam Al día mento in un , ampi 14,00 - 17,30 bambini gratis. esterna e arredo Tel. (To) cerca operatore indipendente ente, aun- rumbo siguiente, la flota partía a, con que es garage richiesta, AmB&B Immobiliare vendita pubblicitaria percossi formativi V.F. PLAST Poirino una satisfacción a Itajaí (Brasil), box, vista mare. previsti e avvio produzione. Deen la ver a tan- reina vicino urbano, sono cambio stampi o sul campo. ore ufficio. centralissimo 019.629005. de esta Volvo Ocean etapa Venerdì e Prefestivi buona teorici e in affiancament bosessi tel. 011.9453348 SANREMO albergo camere, Race, candidati di 13,00 famigliare, incontrare 9,00 ore abbiano sideriamo mare, conduzione completa. automuniti che Italia 50 pensione cultura generale, bagno, tv, € Impiegati 14,00 - 17,00 esperienze nella RANO DI 40 METRI V» È IL MAXI-TRIMA MONDO SENZA «BANQUE POPULAIRE HA FATTO IL GIRO DEL DI 26,51 NODI PEYRON MEDIA CON CUI LOYCK DI SEMPRE A UNA TAPPE PIÙ VELOCE
NUMBER OF PUBLISHED ARTICLES
VELA
Navegando en el pa raíso
I
TOP SOURCES RACE TO RACE COMPARISON
2012
AUCKLAND VOLVIÓ A DEMOSTRAR AL PASO
I primatisti
Sangue blu Al timone anche il principe Andrea
VIERNES 23 MARZO
653,344,305 * Monitored markets
China
60.
Tel.0184.5014 VARIE
M.C. 011.334832 gioielli, A.A. GIOIELLERIA argenteria, monete, acquista oro, - Torino. Peschiera 163 in contanti. Corso orologi. O oro, argento, ACQUISTIAM Pagamento immeMassima valutazione. - Corso San Settembre 1 diato. Via XX . Tel. 011.2767440 Maurizio 71.
.87.11 Tel. 011.654 .52.99 Fax 011.666 e-mail:
s.it
publikompas
spazioaffari@
SPORTELLI
di Pietà, 2 Via Monte 9 Tel. 011.666.52.5 32 Via Marenco, 0 Tel. 011.666.52.8
GE.MA. 011.6502212 moOREFICERIA oro, argenteria, acquista in contanti: Cristina 42. Via Madama nete, preziosi.
Italy
Ireland
UK
USA
Brazil
Germany
Source: IFM/SMS October 10, 2011-July 20, 2012
29
Media Reach: Print
PRINT: AVERAGE NUMBER OF ARTICLES AND AVERAGE READERSHIP BY LEG AND Stopover
608,256
600
300,000 200,000
400
100,000
200 0
400,000
Average Readership/Articles
800
500,000 464,871
420,110
482,880
576,222
476,629
1,000
518,683
1,200
477,133
1,400
600,000
486,980
Number of Articles per Period
1,600
653,967
1,800
700,000
Average Readership/Article Number of Articles
2,000
Pre-Race + Alicante
Leg 1 + Cape Town
Leg 2 + Abu Dhabi
Leg 3 + Sanya
Leg 4 + Auckland
Leg 5 + Itajaí
Leg 6 + Miami
Leg 7 + Lisbon
Leg 8 + Lorient
Leg 9 + Galway
0
Source: IFM/SMS October 10, 2011-July 20, 2012
PRINT: Value per Country – Top 10 countries France Spain
Italy
€9,606,160
€4,621,129
€3,605,369
Ireland
€3,483,077
Brazil
€3,370,456
UAE
€2,239,668
USA
€1,936,937
China
€1,562,318
UK
€1,463,471 €946,109
Portugal 0
€2,000,000
€4,000,000
€6,000,000
€8,000,000
10,000,000€
Source: IFM/SMS October 10, 2011-July 20, 2012
PRINT: average readership per article per country – Top 10 countries China Italy UK
9,685
France
7,574
USA
Netherlands
Germany
14,776
Portugal
7,104 5,740 4,767
3,776 3,724
Sweden
2,942
Spain
2,231 0
500,000
1,000,000
1,500,000
200,000
Source: IFM/SMS October 10, 2011-July 20, 2012
For additional data on Print see page 123
30
Volvo Ocean Race 2011-12 The race was featured on the front pages of major, high-circulation newspapers in key markets 106 times
Italy and the United States were the countries with the highest publicity value per article (€14,776 and €9,685 respectively)
Groupama’s arrival in Galway to seal victory generated 177 articles in monitored publications in a single day
Major newspapers in France and Spain featured the race at least once on 95% of days from the start of Leg 1 on November 5 to the end of Leg 9 on July 3
GROWTH IN NUMBER OF PRINT ARTICLES 14,000 12,000
13,266
Cumulative growth in print articles Print articles per leg and Stopover
13,344 10,932
10,000
9,892 8,733
8,000
7,113 5,740
6,000 4,412
4,000
2,651
2,000 0
818
1,833
1,761
Pre-Race Leg 1 Leg 2 & Alicante & Cape Town & Abu Dhabi
1,328
1,373
Leg 3 & Sanya
Leg 4 & Auckland
1,620 Leg 5 & Itajaí
1,159
1,040
1,412
922
Leg 6 & Miami
Leg 7 & Lisbon
Leg 8 & Lorient
Leg 9 & Galway
Source: IFM/SMS October 10, 2011-July 20, 2012
GROWTH IN CUMULATIVE PRINT READERSHIP (IN MILLIONS) 8 Print readership per leg and Stopover Growth in cumulative print readership
6.796
6
6.367 5.509 5.006 4.519
4 2.956
3.747
2.267
2
0
1.427
0.53
.089
0.84
Pre-Race Leg 1 Leg 2 & Alicante & Cape Town & Abu Dhabi
0.69
0.79
0.77
0.49
0.5
0.86
0.43
Leg 3 & Sanya
Leg 4 & Auckland
Leg 5 & Itajaí
Leg 6 & Miami
Leg 7 & Lisbon
Leg 8 & Lorient
Leg 9 & Galway
Source: IFM/SMS October 10, 2011-July 20, 2012
31
Media Reach: Radio
Skipper Chris Nicholson, CAMPER with Emirates Team New Zealand
32
For additional data on Radio see page 124
Third-party production company USP Content gathered and distributed audio material throughout the race, targeting major networks to reach as many radio stations as possible.
»»
For individual broadcasters, a phone bridge operating from Race HQ put reporters and presenters in direct contact with the boats at any time of the day or night.
»»
Kantar Media, one of the world’s leading media monitoring companies, collated findings for a report commissioned by Volvo Ocean Race and USP.
Volvo Ocean Race 2011-12
»»
RADIO CUMULATIVE AUDIENCE: TOP 10 COUNTRIES Country
Number of Broadcasts
Cumulative Audience
China
45
888,000,000
France
587
828,014,352
Spain
316
306,342,250
UAE
441
138,843,500
»»
Monitoring of 17 major broadcasters showed a 276% rise in broadcasts from the 2008-09 race with a total of 5,529.
Brazil
2,013
102,201,075
China provided the race’s biggest audience with more than 25 million potential weekly listeners.
New Zealand
1,290
88,197,125
»»
South Africa
177
41,625,000
»»
France was a close second to China in terms of audience thanks to a far higher number of broadcasts.
UK
31
25,569,500
Portugal
51
24,505,500
Ireland
217
22,982,500
Source: USP Content and IFM/SMS September 1, 2011-July 20, 2012
Top 10 radio stations: number of broadcasts Newstalk ZB
NZ
536
Atlântida Florianopolis
BR
484
Univali
BR
UAE
Radio Live
NZ
CBN Itajaí
BR
Radio 1 & 2
245 220
Radio 90 FM
BR
176
Atlântida Joinville
BR
173
France Bleu
FR
RTL
FR
154
0
450
311
166
100
200
300
400
500
600
Source: IFM/SMS October 10, 2011-July 20, 2012
Top 10 radio stations: CUMULATIVE AUDIENCE China National Radio
CHN
CRI
CHN
RTL
FR
RFI
FR
RNEE
FR
France Info
FR
Radio 1 & 2
UAE
Cadena SER
ESP
Newstalk ZB
375,000,000
237,880,566 204,700,000
ESP
France Bleu
511,875,000
200,000,000 154,284,633
116,636,355 97,187,500 65,248,000
NZ 52,286,800 0
100,000,000
200,000,000
300,000,000
400,000,000
500,000,000
Source: IFM/SMS October 10, 2011-July 20, 2012
33
Volvo Ocean Race in the Sailing World
34
Wade Morgan, Abu Dhabi Ocean Racing
Volvo Ocean Race 2011-12
Sailing’s Triple Crown
Volvo Ocean Race is the largest sailing property on Facebook by a big margin, with more than 200,000 fans by the end of the race
The Volvo Ocean Race is established as one of the Big Three events in global sailing and is out on its own in terms of social media engagement and internet presence.
Including all the team Facebook pages, the total number of fans by the end of the race stood at 379,559 and the number continues to grow
The America’s Cup is sport’s oldest active trophy and established as sailing’s leading in-shore event alongside the Olympics, which for a fortnight every four years brings the brightest media spotlight to the sport.
The only sailing site that got close to volvooceanrace.com in page views over the course of the race was the official Volvo Ocean Race Game site
In offshore sailing, nothing gets close to the Volvo Ocean Race for global reach and status. With a history dating back to 1973, the Volvo Ocean Race occupies a place on the calendar of major sporting events and is a key part of sailing’s Triple Crown.
In terms of engagement, fans of the Volvo Ocean Race are much more active than those of any other sailing event, including the America’s Cup
Awareness of Global sailing events Prompted awareness Unprompted awareness
Question: Which global sailing events can you name? 60% 50% 40% 30% 20% 10%
Facebook engagement 400,000
Fan Likes Fan Comments Fan Posts Shares
0
Extreme Barcelona World Match Sailing Series World Race Racing Tour Source: IFM/SMS July 2012
Volvo Ocean Race
50% Awareness
200,000
100,000
America’s Cup
30% Clipper RTW Barcelona World Race
10% America’s Cup
Volvo Ocean Race
Source: Simply Measured October 10, 2011-July 20, 2012
Vendée Globe World Match Racing
Extreme Sailing
0
0% 5% 10% 15% 20% 25% 30% 35%
Interest
Source: IFM/SMS July 2012
WEbsite DAILY TRAFFIC RANK1 TREND 1
America’s Cup
40%
20%
2 Page views: The value measures the estimated percentage of global page views of a site
Volvo Ocean Race
70% 60%
Alexa traffic rank is 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. The rank is among all the websites in the world.
Vendée Globe
Positioning of Global sailing events
300,000
0
Clipper RTW
Website Daily PAGE VIEWS2 (PERCENT) volvooceanrace.com volvooceanracegame.com americascup.com sailing.org
volvooceanrace.com volvooceanracegame.com americascup.com sailinganarchy.org
5000
0,0015
0,001
20,000 40,000
0,0006
80,000
0 July 2011
Source: Alexa
July 2012
July 2011
July 2012
Source: Alexa
35
volvooceanrace.com
TOTAL VISITS
AVERAGE VISITS PER DAY 150,000
2008-09
30,000
2011-12
AVERAGE UNIQUE VISITORS PER DAY 25,000
100,000,000
60,000,000
36
2008-09
2011-12
0
2011-12
AVERAGE PAGE VIEWS PER DAY
400,000
300,000
+122.8% growth
200,000 57,067,472
40,000,000 20,000,000
0
+122.8% growth
80,000,000
5,000
2008-09
500,000
127,139,950
21,189
+64.0% growth
0
2011-12
TOTAL PAGE VIEWS
120,000,000
12,921
10,000
2008-09
140,000,000
20,000
15,000
0
429,527
0
2,000,000
2008-09
100,000
2011-12
Source: 2008-09 data - Google Analytics September 20, 2008-July 12, 2009. 2011-12 data - Google Analytics October 10, 2011-July 20, 2012
0
192,796
10,000,000
4,000,000
90,000
60,000
23,683,495
20,000,000
+64.0% growth
3,824,523
+75.6% growth
+75.6% growth
80,012
30,000,000
120,000 41,580,298
40,000,000
140,474
6,000,000
6,271,831
50,000,000
TOTAL UNIQUE VISITORS
2008-09
2011-12
Volvo Ocean Race 2011-12
The official Volvo Ocean Race website has acted as a central hub for core fans of the race since 1997 In 2011-12, the website was made available in English, French, Spain and Chinese, with specially targeted content in each language From the home page, fans access multimedia material direct from the boats, watch In-Port Races and Leg Starts live, read reports of the action and participate in a live blog on key days A separate Game website provided players with specific information. tips, leaderboards and a forum to enhance the playing experience
»»
The Race and Game websites together had a total of 63 million visits and 187 million page views.
»»
The final day of Leg 7 attracted the highest number of unique visitors to the race site (172,846) and produced more than 1.8 million page views.
»»
»»
85% of visitors came back to the website at least once.
»»
Paris was the city with the highest number of visits with more than 2 million.
»»
More than 2.4 million visits to the website came from Facebook.
On average, every day of racing produced 205,421 visits – 40% more than the Race daily average in 2008-09.
VOLVOOCEANRACE.COM - CUMULATIVE PAGE VIEWS 150,000,000 2008-09 2011-12 122,732,849
120,000,000
127,139,950
111,317,352 100,797,685 +125% growth
90,000,000
87,364,729 66,364,729
60,000,000
56,375,264 51,834,689 53,731,219
50,854,245
48,281,694
39,194,596 42,642,283
30,000,000
29,335,033
24,374,565 2,884,974
0
1,703,171 9,676,351
23,010,144 17,356,472
Pre-Race Leg 1 Leg 2 & Alicante & Cape Town & Abu Dhabi
Leg 3 & Sanya
Leg 4 & Auckland
Leg 5 & Itajaí
Leg 6 & Miami
Leg 7 & Lisbon
Leg 8 & Lorient
Leg 9 & Galway
Source: 2008-09 data - Google Analytics September 20, 2008-July 12, 2009. 2011-12 data - Google Analytics October 10, 2011-July 20, 2012
37
volvooceanrace.com
Watch captain Tony Mutter driving through heavy waves onboard PUMA Ocean Racing powered by BERG during leg 5 of the Volvo Ocean Race 2011-12, from Auckland, New Zealand to ItajaĂ, Brazil.
38
For additional data on volvooceanrace.com see page 125
Volvo Ocean Race 2011-12
Time on site Continuously updating content encourages users to stick around longer at www.volvooceanrace.com than at similar sites monitored as part of our research, including World Athletics (iaaf.org), the women’s tennis circuit (wtatennis.com) and the main United States-based PGA golf tour (pgatour.com). Live video coverage and interactive live blogs at key stages of the race plus real-time tracking of the boats helped give the official website an average Time on Site of 4min 17sec – an extremely positive number over the long months of competition. Almost five million visits produced stays of between 10 and 30 minutes thanks in part to the live coverage.
TIME ON SITE (MINUTES) volvooceanrace.com iaaf.org wtatennis.com pgatour.com 10
5
0 July 2011
July 2012
DAILY PAGE VIEWS PER USER volvooceanrace.com iaaf.org wtatennis.com pgatour.com
12 10 8 6 4 2 0 July 2011
July 2012
DAILY TRAFFIC RANK1 TREND
volvooceanrace.com iaaf.org wtatennis.com pgatour.com 1000
10,000
100,000
July 2011 Source: Alexa1
July 2012
Alexa traffic rank is 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. The rank is among all the websites in the world.
1
39
Social and Multi Media
Growth and engagement The growth in popularity of the official Volvo Ocean Race Facebook page between the 2008-09 and 2011-12 editions demonstrated just how important the platform has become in the last three years. The chart demonstrates how key moments in the race sparked big increases both in terms of numbers of likes and in fan engagement.
Facebook fans: It took one year to grow the base from 40k fans to 100k, then only 105 days to get to 200k
The first few hours of the race were among the most dramatic in the history of the event. A broken mast for Abu Dhabi was followed almost immediately by news that Sanya had collided with an Unidentified Floating Object, resulting in a massive hole in her bow section. Both were out of Leg 1 and struggling to get back in the race at all.
Facebook: Page engagement
250,000
Total Page Likes
200,000
150,000
100,000
50,000
Source: Simply Measured October 10, 2011-July 8, 2012
40
Feb 12
Feb 5
Jan 29
Jan 22
Jan 15
Jan 8
Jan 1
Dec 25
Dec 18
Dec 11
Dec 4
Nov 27
Nov 20
Nov 13
Nov 6
Oct 30
Oct 23
Oct 16
Oct 10
0
Volvo Ocean Race 2011-12
Itajaí was one of the race’s most popular host ports with over a quarter of a million visitors to the Race Village. The fleet left Lisbon on what would prove to be the decisive stage as Telefónica fought desperately to regain their lead from Groupama. The Spanish team would suffer three broken rudders as the drama unfolded before an avid Facebook audience.
After three successive leg wins for Telefónica, Groupama finally broke the Spanish team’s lock on the race with victory in Auckland. By March 9 the Facebook page had its 100,000th fan as the race became a major talking point in one of its traditional heartlands.
A resurgent PUMA team closed in on a second successive victory that was greeted by ecstatic home fans in Miami. The number of Facebook fans hit 150,000 that day.
Live updating coverage of the short final leg had Facebook fans hooked as Groupama sealed overall victory at the first attempt.
and fan growth over time 40,000
35,000
30,000
15,000
10,000
People Talking About This
25,000
5,000
People Talking About This
Jul 1
Jun 24
Jun 17
Jun 10
Jun 3
May 27
May 20
May 13
May 6
Apr 29
Apr 22
Apr 15
Apr 8
Apr 1
Mar 25
Mar 18
Mar 11
Mar 4
Feb 26
Feb 19
Feb 12
0
Total Page likes
41
Social and Multi Media
»»
»»
While the PGA Golf Tour, World Rally Championship and Women’s Tennis Tour (WTA) have more fans overall, the Volvo Ocean Race commands more attention and generates more engagement. On average 15,663 people per day were “talking about us” – the key measure of Facebook engagement – over the final
three months of the race, a number that outstripped much bigger pages in real terms including the PGA and WRC. »»
An average of just under 10% of all fans “talking about us” was almost three times higher than the PGA Golf Facebook page and five times higher than the WTA.
FACEBOOK - Benchmark against other sporting events Volvo Ocean Race
America´s Cup
PGA Tour
WTA
WRC
Average People Talking About this
15,663
4,771
15,009
16,245
7,947
Number of Fans
206,046
62,791
419,413
966,016
679,340
Last 3 months fans increase
86,079
14,108
39,299
36,697
48,873
Average Engagement Rate
9.54%
8.26%
3.75%
1.70%
1.20%
Source: Simply Measured October 10, 2011-July 8, 2012.
FACEBOOK - Benchmark against other sporting events Average People Talking About This (3 months average)
20,000 18,000 Volvo Ocean Race
16,000 14,000
WTA
PGA Tour
12,000 10,000 WRC
8,000 6,000 4,000
America´s Cup
2,000 0
0
200,000
400,000
Source: Simply Measured October 10, 2011-July 8, 2012. The size of the bubble relates to the average engagement of the previous three months.
600,000
800,000
1,000,000
Number of Fans
For additional data on Facebook see page 128 42
Volvo Ocean Race 2011-12
Facebook consumption 120,000
Photo views Video plays
Link clicks Other click
100,000 80,000 60,000 40,000 20,000
Jun 10 Jun 17 Jun 24 Jul 1
May 20 May 27 Jun 3
May 6 May 13
Apr 1 Apr 8 Apr 15 Apr 22 Apr 29
Mar 25
Feb 12
Feb 19 Feb 26 Mar 4 Mar 11 Mar 18
Jan 1
Jan 8 Jan 15 Jan 22 Jan 29 Feb 5
Nov 20
Nov 27 Dec 4 Dec 11 Dec 18 Dec 25
Oct 9 Oct 16 Oct 23 Oct 30 Nov 6 Nov 13
0
Source: Simply Measured October 10, 2011-July 8, 2012
Facebook page fans: demographic profile
Facebook page fans: Consumption totals
60,000
Other Clicks Photo views Video Link playsClicks Link clicks Other clicks Video Plays
50,000 17,460
40,000
15,831
12,140
30,000
Photo views
9,764
20,000 4,932
10,000
28,370
34,553
32,814 21,060
11,219 13-17
18-24
25-34
35-44
45-54 Source: Simply Measured October 10, 2011-July 20, 2012
Source: Simply Measured October 10, 2011-July 20, 2012
0
Galway Lisbon Dublin S. Paulo London
Source: Simply Measured October 10, 2011-July 20, 2012
5,000 0
Brazil
16,331
24,896
10,000
1,000
15,000 3,000
2,000
3,000
20,000 3,007
4,000
25,000 4,034
5,000
6,270
30,000
6,378
6,000
26,971
Facebook: Top 5 Countries 35,000 32,003
Facebook: Top 5 Cities 7,000
12,237
0
USA Portugal Ireland
UK
Source: Simply Measured October 10, 2011-July 20, 2012
+
»»
The Volvo Ocean Race Facebook page grew almost 300% while the 2011-12 race was going on.
»»
Videos posted on Facebook were viewed more than 200,000 times and photos more than half a million times.
»»
Competitions provide a great way to access data about fans and stay in contact. More than 11,000 people entered the IWC Schaffhausen Speed Record competition, providing personal data as a condition of entering.
43
Social and Multi Media
The Volvo Ocean Race’s official YouTube channel had more than 8 million views from over 150 countries over the course of the race – 7 million more views than in 2008-09 After Leg 1, the total number of views from the 2008-09 race had already been surpassed The number of YouTube subscribers more than trebled during the race
Most popular* videos on YouTube
1.Telefónica Big Wave Crashes
2.Huge Wave Knocks Down Nico
3. Brutal Wave Smashes Abu Dhabi
4. CAMPER Avoids Whale Collision
5. Leg 1 Start Full Live Replay
6. The Perfect Storm
7. Leg 1 Documentary Show
8. Raw Power - The Best Of Leg 8
* number of views on Volvo Ocean Race YouTube channel.
Source: YouTube Analytics October 10, 2011-July 20, 2012
44
8,009,085
8,000,000 7,000,000 6,000,000
6.2%
5,000,000
Around 29% of the total views (2.3 million) came from a mobile device
Volvo Ocean Race 2011-12
YOUTUBE - TOTAL VIEWS
YouTube - Playback Locations YouTube watch page Mobile devices Embedded player YouTube channel page
24.2%
+654.9% growth
4,000,000 1,060,973
Most video views come from the United States – the number one country for video in terms of sharing and consumption
3,000,000
40.7% 40.66%
2,000,000 28.9%
1,000,000 0
Source: YouTube Analytics October 10, 2011-July 20, 2012
2008-09
2011-12
Source: YouTube Analytics October 10, 2011-July 20, 2012
TOP COUNTRIES (NUMBER OF VIEWS) USA
Spain
599,246
France
1,346,015
492,727 452,607
Germany
420,009
Netherlands
403,490
UK
385,238
Sweden
376,114
Canada
364,128
Italy
282,137
Brazil
300,000
600,000
900,000
1,200,000
1,500,000
Source: YouTube Analytics October 10, 2011-July 20, 2012
The battering received by the teams in the Mediterranean on Leg 1 made for brutal conditions for the sailors, while CAMPER’s Chuny Bermúdez was knocked from his feet in memorable footage.
Five of the six boats were forced to stop on Leg 5 and only three made it to the finish line, while CAMPER and Abu Dhabi were forced into desperate mid-ocean repairs.
Leg 8 saw Telefónica battle to regain the lead before seeing their hopes dashed by three rudder breakages in quick succession. Along the way, they also lost out to CAMPER in a ferocious battle for the IWC Speed Record Challenge.
YOUTUBE: AVERAGE DAILY VIEWS BY PERIOD (SHOWING TRENDLINE) 70,000
Average Daily Views
Trendline 62,273
60,000
Source: YouTube Analytics October 10, 2011-July 20, 2012
23,423
30,987 Leg 9
Galway
32,681 Lorient
42,917 21,886 Lisbon
27,633 Leg 7
18,149
22,104 Leg 6
Miami
25,365 Itajaí
Leg 5
31,738 Auckland
25,397 Leg 4
17,706 Sanya
21,331 Leg 3
23,331 Abu Dhabi
Cape Town
Alicante
0
Leg 1
10,000
Leg 2
28,597
20,000
27,218
45,708
30,000
13,283
Average Daily Views
40,000
Leg 8
50,000
Leg/Stopover
45
Social and Multi Media
Videos were liked on YouTube more than 21,000 times Among the major news sites embedding YouTube videos were CNN, the BBC, Daily Telegraph and The National in Abu Dhabi Videos uploaded to the Volvo Ocean Race channel were voted as favourites more than 8,000 times
Going viral March 25, 2012: »»
It all starts on board Telefónica, as the race leaders are battered by a series of enormous waves on their way to Cape Horn on Leg 5. Across the fleet there are crashes, storms and breakages and the latest monster hit in 40 knots of wind sends skipper Iker Martínez up on deck to check if everyone is still on board.
»»
Everything that happens on board is recorded by HD video cameras and stored on a delay line. The Media Crew Member, realising how spectacular the waves must have looked, hits the “crash” button to preserve the last four minutes of video.
»»
The MCM edits and compresses the video and sends it back to Race HQ within minutes using the Fleet Broad Band 500 high-speed satellite link.
»»
As the file is played out in Race Control it is immediately clear that the footage is incredibly powerful. Editors make
a ‘rough cut’ and load it up on the official race channel before starting work on the more polished footage for broadcasters. »»
The multimedia team in Alicante HQ uses Facebook and Twitter to promote the video and within hours it has clocked up hundreds of thousands of views.
»»
By now, the first emails and calls are coming in asking for the original video file and producers put together a Video News Release to highlight the footage. That is sent out via international news agencies and to individual broadcasters around the world.
»»
While around half a million check out the video on YouTube, millions more see the clip on news bulletins and internet sites. Among the broadcasters and sites using the clips are Eurosport, Discovery, Fox Sports (United States), TVE (Spain), TF1 (France) and O Globo in Brazil.
To see the video go to bit.ly/GOzhxV or go to www.youtube.com/volvooceanrace and search ‘Telefónica wave’. For additional data on YouTube see page 130 46
Volvo Ocean Race 2011-12
MCM Amory Ross on board PUMA’s Mar Mostro
Those guys hang on like ninjas! #volvooceanrace ionGuy123456789
WOW, Crazy guys! maddave111
All in a day’s #sailing in the most inhospitable #ocean in the world. And they make it look easy.
25,104
25,000
Followers added since the start of the Race Source: Simply Measured October 17, 2011-July 20, 2012
Twitter feed
+49.3% growth
20,000
16,812
15,000
10,000
5,000
Followers added 1
Followers
True #sailing! Željko Serdar
Holy smoke!!! Must be the crossed-up sea state. But that’s what #extremesailing is all about I guess. Kim Oblak How our Twitter followers reacted to Telefónica sailors being swept off their feet in the Southern Ocean
Twitter followers: More than 60 new followers every day during nine months of the race
1
0
alanwrenchable
THE OFFICIAL VOLVO OCEAN RACE TWITTER FEED 28,000
1,800
Followers Followers Added
1,600
24,000
1,400 1,200
16,000
1,000
12,000
800 600
8,000
Followers added 1
Followers
20,000
400 4,000
200
0
1
Followers added since the start of the race
July 9
Jun 18
May 28
May 7
Apr 16
Mar 26
Mar 5
Feb 13
Jan 23
Jan 2
Dec 12
Nov 21
Oct 31
Oct 10
0
Source: Simply Measured October 17, 2011-July 20, 2012
47
Social and Multi Media
Volvo Ocean Race Apps The App for phones and tablets (iOS and Android) meant fans could track the boats from anywhere with details on speed, heading and weather conditions all available along with news, video, images and audio The Game App changed the way people played the Volvo Ocean Race Game, allowing virtual sailors to alter course settings, monitor weather and check on the progress of the Game fleet while on the move More than 150,000 App downloads for iOS – nine times more than in the 2008-09 race – and more than 34,000 App downloads for Android
A Volvo Ocean Race App was downloaded a total of 266,300 times
The Tracker App (iOS)
iOS & Android APP DOWNLOADS – CUMULATIVE GROWTH
App downloads Tracker App Game App
220,000
160,000
40,000 Total up to July 20
Total up to July 20
Source: Capptain / iTunes October 30, 2011-July 20 2012
0
Pre-Race
Leg 1
Leg 2
Leg 3
Leg 4
Leg 5
Leg 7
Leg 8
185,300
Leg 6
183,382
163,706
152,161
142,483
127,882
98,893
Number of Downloads
80,000
177,628
Last Race total
120,000
171,281
0
160,000
23,214
30,000
16,000
60,000
27,000
+93.1% growth
90,000
34,662
120,000
54,000
140,000
150,638
200,000
Leg 9
Source: Capptain / iTunes October 30, 2011-July 20 2012
From the opening of the Race Village in Alicante through to the finish in Galway, an average of 690 people downloaded the App each day – 28 downloads per hour
The Game App (Android)
48
For additional data on the Game see page 128
VOLVOOCEANRACEGAME.COM – top 10 countries (players) New Zealand 4,491
Portugal 4,926
niapS
Brazil 6,519 nedewS
Spain 24,628 France 7,678
setatS detinU
sdnalrehteN
UK 7,823
ylatI
USA 11,155
Italy 8,113
modgniK detinU
Netherlands 9,272
ecnarF
Google Earth image of top 10,000 players of the Volvo Ocean Race Game (above) Game website (below)
Sweden 11,155
Source: United Games October 13, 2011-July 20, 2012 lagutroP
lizarB
volvooceanracegame.com –total Players
144,869
Leg 4
136,314
Leg 3
144,264
40,000
142,924
60,000
129,303
80,000
114,978
100,119
100,000
Leg 7
Leg 8
Leg 9
60,655
Individual players
120,000
123,751
140,000
140,340
160,000
dnalniF
20,000 Pre-Race
Leg 1
Leg 2
Leg 5
Leg 6
Source: United Games October 13, 2011-July 20, 2012
49
Volvo Ocean Race 2011-12
Volvo Ocean Race Game
Livestream
Social and Multi Media
»»
All the content produced by the Media Crew Members and sent back to HQ was made available in raw format via the race’s Livestream multimedia platform.
»»
Each team had a dedicated channel within Livestream, with tens of thousands of fans using the service to consume HD video, stills, audio files and text.
»»
As the race reached its conclusion more and more video calls were programmed with the boats and made available to watch live and on demand on Livestream.
»»
The Livestream platform also hosted live HD streaming of Leg Starts and In-Port Races alongside a forum for fans to boost engagement.
6.7 million video views recorded on the Livestream channel during the race Media value of €3,793,510 generated in total via the platform More than 134,000 unique viewers watched the Leg 9 Start in Lorient on Livestream On average, 59,965 unique viewers watched each Leg Start on the platform
Livestream - unique viewers by Leg & Stopover
282,410
300,000
250,000
197,500 120,648
123,920
Alicante
126,485
0
Leg 7 & Lisbon
Leg 8 & Lorient
59,291
50,000
18,030
100,000
103,241
150,000
129,382
166,652
200,000
Leg 1 Leg 2 & Cape Town & Abu Dhabi
Leg 3 & Sanya
Leg 4 & Auckland
Leg 5 & Itajaí
Leg 6 & Miami
Leg 9 & Galway
Source: Livestream Analytics October 10, 2011-July 20, 2012
For additional data on Livestream see page 130 50
»»
The Volvo Ocean Race boats are tracked continuously by satellite to provide vital real time information to race management at a state-of-the-art Race Control room at HQ in Alicante.
»»
Sophisticated software translates the information into graphical form so fans can also follow the boats wherever they are in the world via the web and on Apps, or on embedded trackers on external sites.
»»
From the start of the race, the Géovoile 2D Tracker was able to use data to display position updates every 60 seconds at Leg Starts and on approach to finish lines (reduced to every three hours during racing).
»»
By the time the boats reached the shorter European legs, audience demand was such that live tracking was switched on throughout, accompanied by a Live Blog powered by Scribble to allow fans to discuss the race.
»»
Predicted positions were also introduced, using routing software algorithms to project possible routes and prompt debate.
»»
For the final third of the Race, the VirtualEye 3D Tracker (using the Unity plug-in) provided high-end tracking of the boats.
Volvo Ocean Race 2011-12
Tracking the fleet
Race Control located at HQ, Alicante, Spain
More than 16 million visits (16,224,094) and 244 million page views (244,458,639) to the Tracker during the race The Tracker had 67.3% more total visits and more than seven times more page views than in the last race Leg 8 attracted the highest number of visits per day (131,112) and also the highest number of page views per day (3,928,305)
RACE TRACKER: AVERAGE DAILY VISits 140,000
123,164
94,565 64,254
101,106
105,189
46,016
Leg 3
52,713
Leg 2
60,557
57,902 59,551
30,000
49,889 71,442
82,522 83,292
60,000
+67.3% growth
66,558
90,000
120,594
120,000
2D tracker
131,112
daily average 2008-09 daily average 2011-12
51,501
2008-09 2011-12
0 Leg 1
Leg 4
Leg 5
Leg 6
Leg 7
Leg 8
Leg 9
Source: Géovoile November 5, 2011-July 20, 2012
RACE TRACKER: Visits per leg 3,500,000
0 Leg 1
Leg 2
Leg 3
Leg 4
Leg 5
Leg 6
Leg 7
Leg 8
283,696
500,000
786,674
1,000,000
1,369,684
1,500,000
1,714,610
2,000,000
2,575,100
2,500,000 2,032,308
Around 10% of visits to the race tracker lasted for more than 30 minutes
1,477,973
3,000,000
1,998,582
The May 31 arrival into Lisbon pulled in 200,816 visits to the Tracker and a record 7,894,980 page views
3,134,284
3D tracker
Leg 9
Source: Géovoile November 5, 2011-July 20, 2012
51
Economic Impact
Huge crowds during the final week of the race in Galway
52
Volvo Ocean Race 2011-12 Direct economic impacts estimated for selected sports events (â‚ŹM)(1), (2) FIA Formula 1 British Grand Prix 2008
67,87
Volvo Ocean Race, Alicante Stopover 2011
57,45
Golf US Open 2008
50,45 (3)
Volvo Ocean Race, Sanya Stopover 2012
38,11
Golf Ryder Cup Wales 2010
32,64
Volvo Ocean Race , Abu Dhabi Stopover 2012
20,71
FIA Formula 1 Australian Grand Prix 2011 Swim Olympic Trials in Nebraska 2008 Golf Scottish Open 2011
18,85 (3) 10,06 (3) 3,51
Figures refer to the direct economic impact in the host countries. Where the country-wide impact was not available, PwC presented the impact in the host local region. In principle, the country-wide impact can be larger or smaller than the regional impact, since the impact in the rest of the country (outside the host region) can be either positive or negative. (2) For those studies providing results in other currencies than the Euro, PwC converted the results to Euros using the average annual exchange rate published by the European Central Bank for the year when the event took place. (3) Direct impact in the local region, as the impact in the whole country was not estimated. Average direct impact per tie. (1)
53
Economic Impact: Alicante Race Village visitors Demographic Profile Latin America 1.6% USA/Canada 2%
Oceana/Africa/Asia 1.4%
82.7% of foreign Race Village visitors in Alicante think they will visit the region again as a result of their experience 711 media representatives from 44 countries were accredited for the Alicante Stopover
Other European Countries 24.1%
Race Village visitors answering the question: Do you agree with the following statement “I would recommend the Comunidad Valenciana as a tourism destination”? Rest of Comunidad Valenciana 14%
Source: PwC/Gfk survey
3.9%
no yes
ECONOMIC IMPACT – ALICANTE (IN EUROS)
96.1%
Comunidad Valenciana
Rest of Spain
Total Spain
Direct Impact1
46.96M
10.49M
57.45M
Indirect Impact2
25.04M
8.02M
33.06M
Induced Impact3
17.28M
2.84M
20.12M
Total Impact on Production4
89.28M
21.35M
110.63M
23 Days + Pre-Race Period
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 1
Race village, Alicante
54
Disagree Neither agree nor disagree Agree
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? 0.8%
1.5%
15% 82.7%
Source: PwC/Gfk survey
Don' Know No 2 Don’t know/don’t answer No 1 No No, I think I will visit again but Yes not because of this visit Yes
Volvo Ocean Race 2011-12
Economic Impact: Abu Dhabi
Abu Dhabi Ocean Racing’s Azzam approaching her home port
ECONOMIC IMPACT – ABU DHABI (IN EUROS) Abu Dhabi
Rest of UAE
Total UAE
Direct Impact1
22.26M
0.7M
22.96M
Indirect Impact2
10.92M
0.4M
11.32M
Induced Impact3
5.72M
0.21M
5.94M
Total Impact on Production4
38.91M
1.32M
40.22M
14 Days Stopover
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
89% of visitors to the Race Village in Abu Dhabi would recommend the city as a tourist destination 362 media representatives from 33 countries were accredited for the Abu Dhabi Stopover
1
Source: PwC/Gfk survey
Race Village visitors’ answers to the following question: Do you agree with the following statement “I would recommend Abu Dhabi as a tourismDisagree destination”?
Disagre
Neither Disagree 0.7%
RACE VILLAGE VISITORS DEMOGRAPHIC PROFILE
Neither
10.3%
Agree
USA/Canada 4.2%
Europe: 17.3%
Abu Dhabi Emirate: 43.5%
Agree
Disagree
Neither
Agree
Neither
Agree
Agree
96.2%
Residents in UAE
Disagree Neither
19.2%Disagree Neither Agree
Source: PwC/Gfk survey
Neither Disagree
Africa/Oceana/Latin America: 1.9%
0.7%
Rest of the UAE: 31.4%
Neither
89%
All visitors
Rest of Asia: 1.7%
3.3% 0.5%
Agree Disagree
80.1%
Disagree
Agree Neither Agree
Disagree Neither agree nor disagree Agree
Residents abroad
Source: PwC/Gfk survey
55
Economic Impact: Sanya 89.7% of foreign Race Village visitors in Sanya would recommend China as a tourist destination
Race Village visitors Demographic Profile USA/Canada 3.% Europe 3.9%
Hainan
Rest of Asia 2%
Rest of China Hainan 30.5%
Rest of China 60.6%
417 media representatives from 19 countries were accredited for the Sanya Stopover
Rest of Asia Europe USA Canada
Race Village visitors answering the question: Do you agree with the following statement “I would recommend the Hainan as a tourism destination”? 2.6% 2%
disagree strongly
Source: PwC/Gfk survey
Disagree somewhat
Disagree strongly
Neither Agree norsomewhat disagree Disagree disagree strongly
19.3% 76.1%
ECONOMIC IMPACT – SANYA (IN RMB)
Neither agree nor disagree Agree somewhat Agree strongly Neither Agree nor disagree Agree Somewhat Disagree somewhat Agree Strongly
Hainan
Rest of China
Total China
Direct Impact1
334.17M
-18.3M
315.87M
Indirect Impact2
309.76M
0.64M
310.4M
Induced Impact3
91.48M
-2.38M
89.11M
16 Days + Pre-Race Period
Agree Somewhat Agree Strongly
Foreign Race Village visitors answering the question: Would recommend the rest of China as a Disagree strongly tourist destination? Disagree somewhat Neither agree nor disagree Agree Somewhat
10.3%
Total Impact on Production4
735.41M
-20.04M
715.37M
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
Team Telefónica arriving in Sanya
56
Disagree strongly
Agree Strongly
Disagree strongly Disagree somewhat Neither agree nor disagree Neither agree nor disagree Agree Somewhat Agree somewhat Agree Strongly strongly Agree Disagree somewhat
20.5% 69.2%
Source: PwC/Gfk survey
Volvo Ocean Race 2011-12
Economic Impact: Auckland
Race Village, Auckland
ECONOMIC IMPACT – Auckland (NZ$) The Volvo Ocean Race Stopover generated the following outcomes for Auckland:
The Volvo Ocean Race Stopover generated the following outcomes for New Zealand:
14,692 international & domestic visitor nights
13,632 international visitor nights
Net exports of $7.45 million (regional exports less regional imports)
Net exports of $5.79 million (national exports less national imports)
A regional GDP impact of $5.96 million
A national GDP impact of $6.25 million
A return on regional investment of 194%
A return on national investment of 124%
75% of maritime businesses involved in the Stopover agree that the event was effective in generating future business and helping to grow the international reputation of the NZ marine sector. 276,651 visitors (many first timers) came to the waterfront to enjoy the free innovative entertainment. The In-Port Race course in the inner harbour showcased Auckland as a sailing destination to visitors and television viewers worldwide. Source: Auckland Stopover event report.
Source: Auckland Stopover event report
When questioned, 85% of people said that the event increased their pride in Auckland and made it a better place to live, work and play More than 80 Auckland businesses were contracted directly to the event. A further 55 businesses were subcontracted by these contractors The following programmes (or live inserts into programmes) were produced from the Race Village: Tamati into Breakfast (March 8) Close Up (March 9) Good Morning (March 14) Firstline (March 15) Today show, Australia (March 17-18) Breakfast (March 17) TV One News (daily from March 7-18) TV 3 News (daily from March 7-18) Sky News (March 11 and 18), Prime News (March 11) TV One Sport (March 17-18)
An estimated NZ $4 million was spent with local businesses and between 450550 temporary jobs were created or sustained by the event.
Source: Auckland Stopover event report
57
Economic Impact: Lisbon
Race Village, Lisbon
95.3% of foreign visitors to the Race Village in Lisbon would recommend the city as a tourist destination
ECONOMIC IMPACT – LISBON, Portugal (IN Euros) 10 Days Stopover
246 media representatives from 26 countries were accredited for the Lisbon Stopover
2 RTW
Other Portuguese district Race Village visitors’ answers to the following question: Lisbon district Do you agree with the following statement “I would recommend Lisbon as a tourism destination”?
2
1.7% 0.8%
Don't Know / No answer 2.5% Disagree somewhat
2
1
95.1%
Other Portuguese district Lisbon district
Disa
Agree somewhat
Neither
3
Indirect Impact2
10.20M
Induced Impact3
4.89M
Total Impact on Production4
31.52M
94.9%
Agree strongly
Disa
Source: PwC/Gfk survey Don't know
Don't Know / No answer Disagree somewhat
Disa
Don't knowNeither agree nor disagree
Europe
16.43M
Impact in terms of production and employment generated in the industries that have benefited directly Neither 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 Agree Som benefited directly has on the rest of the supply chain (e.g. on the food and beverage providers of the Agree 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
Europe
2.7% 0.9% 1.3%
Direct Impact1
Don't know
1
RTW
RACE VILLAGE VISITORS DEMOGRAPHIC PROFILE
Neither Agree Som Agree
Neither agree nor disagree Agree somewhat Agree strongly
Rest of Europe: 6.3%
Rest of the world: 1.2%
RTW
Agree Som
ortuguese district
Total Portugal
Rest of Portugal: 8.5%
Agree
istrict
All visitors Don't Know / No answer
3
1.7%
Residents in Portugal 3
Don't Know / No answer
2.9% somewhat Disagree
Don't Know / No answer
Disagree somewhat
agree somewhat
Neither agree nor disagree
Disagree somewhat
Neither agree nor disagree
ither agree nor disagree
Agree somewhat
n't Know / No answer
ree somewhat
ree strongly
95.3% Agree strongly 80.1%
Disagree Neither agree nor disagree Agree Agree strongly Don’t know Neither agree nor disagree Agree somewhat
Europe
Other Portugue
Agree somewhat Agree strongly
Lisbon district Lisbon District: 83.9%
Residents abroad
Source: PwC/Gfk survey
58
Source: PwC/Gfk survey
Don't Kno
Disagree s
Volvo Ocean Race 2011-12
Economic Impact: Galway
ECONOMIC IMPACT – Galway (IN EUROS) Galway
Rest of Ireland
Total Ireland
Direct Impact1
19.54M
-3.73M
15.81M
Indirect Impact2
11.65M
-3.08M
8.57M
Induced Impact3
3.93M
-0.65M
3.28M
Total Impact on Production4
35.13M
-7.46M
27.67M
7 Days Stopover
98% of foreign visitors to the Race Village in Galway would recommend the city as a tourist destination Other countries Rest of Ireland 288 media representatives were of County Galway accredited for the Galway Rest Stopover Other countries Rest of Ireland
Galway City
Rest of County Galway
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
Galway City
Race Village visitors’ answers to the following question: Do you agree with the following statement “I would recommend Galway as a tourism destination”?
Source: PwC/Gfk survey
1.7%
RACE VILLAGE VISITORS DEMOGRAPHIC PROFILE
0.3%
Strongly disagree
Strongly disagree
Disagree strongly Disagree somewhat Disagree somewhat Neither agree or disagree Neither agree nor disagree Neither agree or disagree Agree Somewhat Agree somewhat Agree strongly Strongly Agree Agree Somewhat Disagree somewhat
Other countries 13.0% 98%
other
Strongly Agree
Rest
Rest of Ireland: 32.4%
Race Village visitors’ answers to Neither theagree following question: nor disagree Do you agree with the following statement “I would Agree Somewhat tourism destination”? County recommend the rest of Ireland as aAgree Galway City: 29.7% 2.2%
2.2%
Galway 95.6%
Neither agree nor disagree
Disagree strongly Agree Somewhat Disagree somewhat Agree Neither agree nor disagree Agree somewhat Agree strongly
Rest of County Galway: 29.7% Source: PwC/Gfk survey
Source: PwC/Gfk survey
59
The Volvo Ocean Race Experience
Race Village, Itajaí
Volvo Ocean Race Experience Visitors Per Stopover Total VORE visitors accumulated
700,000
Total VORE visitors per Stopover 692,779 649,030
600,000
582,795 527,280
500,000
504,645
400,000
386,515
300,000
0
Alicante Cape Town Abu Dhabi Sanya
Auckland
Itajaí
Miami
Lisbon
Lorient
43,749
66,235
55,515
22,635
118,130
73,871
112,747
140,649
59,248
199,897
40,488
100,000
101,161
200,000
312,644
Galway
Source: Volvo Ocean Race. VORE: Volvo Ocean Race Experience
Volvo Ocean RACE FOOTFALL - DAILY AVERAGE Total VORE Visitors Per Stopover
Daily Average VORE Visitors
0
Alicante Cape Town Abu Dhabi Sanya
Itajaí
4,861
43,749
4,140
66,235
55,515 Auckland
Source: Volvo Ocean Race. VORE: Volvo Ocean Race Experience
60
5,047
22,635
15,000
Miami
5,000
2,500
Daily/Average VORE Visitors
118,130 6,217
2,382
30,000
40,488
45,000
10,000
7,500
1,509
59,248
60,000
4,232
75,000
6,716
7,047
101,161
90,000
4,553
Total VORE Visitors Per Stopover
105,000
73,871
112,747
120,000
Grinding Challenge Lisbon
Lorient
Galway
For additional data on the Volvo Ocean Race experience see page 131
Race Village attractions »»
The Volvo Ocean Race invested heavily in creating a Race Village Experience that would attract fans in their thousands at every Stopover and bring them back for repeat visits.
»»
Main attractions were the 3D Cinema, The Ride (a Volvo Open 70 racing yacht simulator), The Grinder (a chance for fans to test their strength against each other), The Dome (featuring the Keep the Oceans Clean film and exhibition), the children’s Airballs game, a Jumping Castle and Volvo Trucks.
»»
At eight of the 10 Stopovers, The Ride and 3D Cinema were visited by more than 1,000 people each day.
»»
Record visits came in Sanya, Auckland and Itajaí. In Sanya, an average of 2,300 people went on The Ride each day and in Auckland and Itajaí, more than 2,000 people watched the 3D movie each day.
TOTAL FOOTFALL BY VORE ATTRACTION 300,000
0
3D Cinema The Ride
The Dome The Grinder Volvo Trucks Jumping Castle
34,566
50,000
35,017
57,799
100,000
38,636
The 3D Cinema was the most popular attraction with 212,424 visitors around the world
150,000
146,553
A total of 692,779 visitors to the Volvo Ocean Race Experience in all the Stopovers
176,245
200,000
212,209
250,000
Airballs
Source: Volvo Ocean Race. VORE: Volvo Ocean Race Experience
Inside the 3D Cinema
61
Volvo Ocean Race 2011-12
Race Village, Itajaí
Sponsorship
Groupama sailing team on stage at the Galway Stopover
Official Logistics Partner DHL transport Volvo’s concept cars from port to port
62
All sponsors benefit from the power of a sports and entertainment platform that connects customers and consumers on a global scale and over a prolonged activation period.
Inmarsat dome at sea battling the elements
»»
In the uncluttered environment of the race, sponsors and brands are able to command attention to create impact and build powerful and memorable campaigns with our audience.
»»
The Volvo Ocean Race audience is sponsorship savvy and comprises an attractive managerial/ABC1 demographic.
»»
Sponsorship is far more than a simple badging or advertising exercise. Sponsors such as Volvo, Inmarsat, Thrane & Thrane, BCG, DHL and IWC Schaffhausen are integral to the delivery of the race and the way it is enjoyed on site, live on TV and in the news media.
»»
The race is a proven business to business and consumer engagement platform generating results that achieve multiple campaign objectives.
»»
Team sponsors such as Puma, Camper, Abu Dhabi, Groupama, Telefónica, Iberia, Mapfre, Emirates, IWC Schaffhausen and Etihad form a credible part of the storytelling of the race.
IWC Schaffhausen – always on the start line
63
Volvo Ocean Race 2011-12
A proven platform
Sponsorship
Skipper Ian Walker from Abu Dhabi Ocean Racing, setting sail from Sanya
An analysis of Volvo Ocean Race fans in seven markets1 at the end of the race produced the following results: »»
volvo ocean race fans are sponsorship savvy Question: Thinking about the sponsorship of sport in general, to what extent do you agree with the following statements, using a scale of 1 to 5, where 1 is strongly disagree and 5 is strongly agree
The core demographic of Volvo Ocean Race fans (65% of total) is above 35 years old, with men making up 62% and women 38% (higher percentage of women than general sailing fans).
I am more willing to buy products from brands that sponsor sports I like
»»
Volvo Ocean Race fans are made up of 80% ABC1 social class (managerial position).
Sponsorship has a more positive impact on me than traditional advertising
»»
Volvo Ocean Race fans are more positive towards sponsorship and more likely to buy products from brands that sponsor sports they like.
I am sceptical about brands who sponsor sport, they are only in it for themselves
»»
3.8 3.4 2.7 4.0 3.6 3.0 2.2 3.2 3.1
Average income of a Volvo Ocean Race fan is €63K (+67% higher than general sports fan).
Volvo Ocean Race Fan Sailing Fans Sports Fans
Source: IFM/SMS July2011
Product service sector affinity
FAN DEMOGRAPHICS: AGE AND GENDER
60 50
40
40
30
30
35%
50
20
20
10
10
0
0 Over 35 Under 35 Yeas years
3.5 3.0
64
2.5 2.0 1.5 1.0
Men
Women
Markets: Brazil, France, Italy, Netherlands, Spain, Sweden and UK Sample: 600 people interested in sport 15 + years old representative by country / 250 people interested in sailing. Source: IFM/SMS July 2012
1
Volvo Ocean Race Fans Sports Fans
4.0
38%
60
62%
70 65%
70
4.5
0.5 0 Travel & Clothes & Tourism Fashion Source: IFM/SMS July2012
Cars
Insurance Credit Cards
Sports Airlines & Financial Watches Luxury Goods Flights Services Goods
Volvo Ocean Race 2011-12
VOLVO OCEAN RACE IMAGE VALUES (7 MARKET1 ANALYSIS)
Volvo Ocean Race Tennis (4 Grand Slam tournaments) Golf (4 Major events) Formula 1 Tour de France
Adventurous
Teamwork
Challenging
Exciting
High Quality
Environmentally Friendly
Innovative
0%
10%
20%
30%
40%
50%
Source: IFM/SMS July 2012 . 1 Markets: Brazil, France, Italy, Netherlands, Spain, Sweden and UK
Fans gather in Sanya for the Leg Start
65
Sponsorship
Proven partnerships, real value
Benefits to which a clear monetary value can be assigned include: »»
Sponsor ID in TV broadcasts of Live/As Live dedicated programming and news broadcasts
»»
Signage and other branding in Race Villages and designated race areas such as flags, banners, prize-giving backdrops, leaderboard, etc.
»»
Guaranteed visibility on Volvo Ocean Race website and digital assets, publications and other collateral materials
»»
Sampling, promotional sites/displays at Race HQ and in Race Villages
»»
Key value drivers
VIP hospitality, VIP passes, tickets to prize-givings, Race Village tours
»»
Promotions/access on board Volvo Open 70s to leverage sponsorship
IEG concluded that the main value drivers of commercial partnerships with the race are:
»»
Access to Volvo Ocean Race Crew mailing list
The Volvo Ocean Race has a long tradition of working with commercial partners, many of whom have supported the race for over a decade, contributing products, services and fees to deliver the event and play vital roles in its growth. The intangible benefits include category exclusivity, ability to activate and networking opportunities, are among the key drivers for team sponsors and global race partners. Volvo Ocean Race appointed IEG to apply their objective marketleading valuation methodology to the commercial programme, to measure the tangible and intangible value of a partnership.
»»
Extensive and seamless brand integration through all Volvo Ocean Race platforms, including media channels and Race Villages
»»
Broadcast exposure. The most tangible value driver is the recognition sponsors/partners receive during broadcasts across multiple markets
»»
Product/service exclusivity – the ability for sponsors to integrate and showcase their products and services
»»
»»
»»
66
Tangible benefits
Media coverage across major global markets, providing all sponsors/partners with a high potential for visibility and coverage Prestige. The race has a high level of prestige and awareness within ocean racing and competitive sailing. The race also has an extremely loyal fan base, which drives brand visibility and brand association Networking opportunities – allowing commercial partners to build relevant business to business relationships with new or existing clients, achieving tangible sales results
Intangible benefits IEG states that when a company conducts a sponsorship, it should primarily be buying access to a property’s intangibles: the qualitative benefits that a sponsorship delivers, such as borrowed imagery and audience loyalty. The intangible benefits of the Volvo Ocean Race include: »»
Category exclusivity
»»
Use of Volvo Ocean Race imagery/content & logos
»»
Audience loyalty
»»
Networking opportunities
»»
Sponsor ability to activate
IEG concluded that in the case of the Volvo Ocean Race, approximately 70% of the sponsorship value is generated by intangible sponsorship benefits, while 30% is generated from the tangible benefits. IEG research demonstrates that with truly global properties such as the Olympics, FIFA and F1, sponsors are primarily paying for global reach, promotional rights and activation opportunities. These are all intangibles.
FIFA
Tangible Benefits 30%
Tangible
Intangible
11%
89%
Davis Cup
19%
81%
F1
20%
80%
Volvo Ocean Race
30%
70%
Volvo Ocean Race 2011-12
Breakdown of tangible Vs. intangible value
Source: IEG Valuation Statement for Volvo Ocean Race September 2012
Intangible Benefits 70%
Sponsorship - intangible elements Intangible
Source: IEG Valuation Statement for Volvo Ocean Race September 2012
Breakdown of tangible Value
ID in Broadcast Exposure 46% Promo/Access 4%
Sampling/Display 9%
VIP Hospitality/ Tickets 5% Other 2%
10
Awareness of Property
10
Category Exclusivity
8
Level of Audience Interest/Loyalty
9
Ability to Activate
10
Limited Degree of Sponsor Clutter
8
Susceptibility to Ambush Marketing
8
Networking Opportunities
10
Media Coverage Potential
10
Established Track Record
10
Total Intangible Score Website/Digital 14%
Signage 20%
Source: IEG Valuation Statement for Volvo Ocean Race September 2012
Score (1-10)
Prestige of Property
93/100
IEG rated the intangible aspects of a commercial partnership with the Volvo Ocean Race, based on 30 years of tracking the sponsorship industry and using their intelligence database which reviews hundreds of sponsorship contracts every year. The scores depended upon how the race performed against standard IEG criteria and compared to similar properties within the sector.
67
Multiplied Activation »»
New markets: Host cities across five continents give sponsors a platform to enter new markets, while connecting directly with millions of consumers and thousands of corporate customers.
»»
Business networking: The race delivers unrivalled networking opportunities between sponsors, key customers and government officials/local dignitaries from host cities. For example, DHL could meet and network with Board executives from Volvo Car Corporation and Volvo Group 10 times in nine months, while hosting over 500 key customers in Race Villages.
»»
Brand loyalty: Inmarsat used the race to entertain a number of ‘business critical’ customers and partners to great effect, demonstrating the use of Inmarsat technologies in the toughest conditions imaginable. The result has been to stimulate sales and increase customer loyalty.
»»
Engage employees: The race enables multinational corporations to involve, engage and excite employees. Sponsors such as DHL, Groupama and Telefónica inspired employees with updates from the race, displays at head office and a branded version of the official game restricted to employees. DHL’s Backstage Facebook page has an incredible 144,000 ‘likes’.
»»
Corporate citizenship: The race is also ideally suited to execute Corporate Social Responsibility programmes, with hundreds of school children participating in educational programmes, Try Sailing initiatives and environmental schemes.
Volvo Pavilion in Race Village hosting key customers
Pro-Am guests about to set sail aboard CAMPER
68
Sponsor event inside the Volvo Pavilion
Volvo Ocean Race 2011-12 Prize-giving, Abu Dhabi
69
B2C Marketing
Inside CAMPER’s Race Village store
70
The PUMA Quad
Volvo Ocean Race 2011-12 Fans crowd the main stage at the Alicante Stopover
Engaging consumers »»
On a host of different platforms, the Volvo Ocean Race 2011-12 brought partners and stakeholders into direct contact with the public.
»»
CAMPER’s dynamic pavilion installed at selected Race Villages introduced the brand to new customers and helped showcase and retail a new range of shoes and clothing.
»»
PUMA met a key objective by introducing and retailing their new sailing range to the public via the PUMA Quad at Stopovers.
»»
Abu Dhabi, Groupama, Sanya, Telefónica and Volvo also had popular pavilions at Stopovers over the course of the race.
»»
Fans had the chance to ask skippers their own questions on the main stage at some Stopovers in Q&A sessions.
»»
In Auckland, fans queued around the block for the opportunity to visit CAMPER with Emirates Team New Zealand’s base at one of their two home ports.
71
Global Markets
On stage, Abu Dhabi
Race Village Footfall - main RACE events Stopover Alicante
Cape Town
Abu Dhabi
Sanya
Auckland
Itajaí Miami Lisbon
Lorient
Galway
Footfall
Iberdrola In-Port Race
81,263
Leg 1 Start
90,160
V&A Waterfront In-Port Race
13,240
Leg 2 Start
12,660
Etihad Airways In-Port Race
22,680
Leg 3 Start
8,876
Haitang Bay In-Port Race
49,993
Leg 4 Start
51,488
Auckland In-Port Race
53,854
Leg 5 Start
21,821
DHL In-Port Race
28,372
Leg 6 Start
25,000
PORTMIAMI In-Port Race
4,574
Leg 7 Start
2,816
Oeiras In-Port Race
33,200
Leg 8 Start
17,600
Bretagne In-Port Race
40,000
Leg 9 Start
20,000
Discover Ireland In-Port Race
111,645
N/A
N/A
AVERAGE IN-PORT RACE Crowd
43,882
AVERAGE LEG START Crowd
27,825
Source: Volvo Ocean Race
72
Event
The race’s first visit to Sanya in China proved hugely popular, with a crowd of 49,993 attending the In-Port Race and 51,488 the Leg Start – a total of over 100,000 fans on race weekend In Abu Dhabi 25,115 fans packed the concert venue at the Corniche Breakwater to watch the Grammy Award-winning rock band Coldplay on New Year’s Eve marking the opening of the Race Village A crowd of almost 10,000 watched Os Paralamas do Sucesso open a two-week long music festival at the Itajaí Stopover
Port
Total Footfall
Average Daily Footfall
Alicante
800,8821
34,821
Cape Town
124,271
7,310
Abu Dhabi
124,604
8,307
Sanya
273,747
17,109
Auckland
276,651
25,150
Itajaí
282,000
14,842
Miami
25,823
1,722
Lisbon
202,490
18,408
Lorient
230,000
14,375
552,0472
61,339
Galway
New territories, new fans »»
The 11th edition of the Volvo Ocean Race visited 10 countries across five continents, drawing in 2.9 million visitors.
»»
The race’s biggest breakthrough was a Stopover in Abu Dhabi to mark a first visit to the Middle East.
»»
An average of 36,275 people visited the Race Villages on In-Port Race and Leg Start days.
»»
In Alicante, around 21,000 people watched the In-Port Race on land and another 5,000 watched from on the water distributed in 375 different boats.
»»
Over 30,000 people visited the Abu Dhabi Destination Village on the opening day on December 31 and over 25,000 came to the opening in Sanya, Lorient and Galway.
»»
In Auckland, more than 79,000 people came to welcome in the Volvo Open 70s over the course of two days.
»»
The first three days of the Alicante Stopover brought over 90,000 people to the Race Village.
1
Source: Volvo Ocean Race. Total footfall figure for Alicante is a gross figure that includes same-day repeat visits and people connected with the event. The estimated number of net visits is around 294,000. Source: PwC 2 Total footfall figure for Galway includes attendance at the ‘Global Village’ adjacent to the Race Village.
Volvo Ocean Race 2011-12
RAGE VILLAGE FOOTFALL
Arrivals ceremony, Sanya
73
Hospitality
Prize-giving, Lorient
74
»»
Volvo Ocean Race provides a unique environment for entertaining key guests and customers of sponsors and stakeholders.
»»
The global nature of the race, with host ports around the world, allows clients to choose the venues in which to activate their hospitality rights for maximum impact.
»»
The packed programme of sporting activities on the final weekend of each Stopover represents the high point of client hospitality.
»»
The In-Port Races and Leg Starts allow sponsors to put their guests out on the water on hospitality boats to catch the action and enjoy their time on board.
»»
The Pro-Am Races allow selected sponsors’ guests to go out racing themselves and to experience the power of the yachts first hand.
»»
For the lucky few, it is possible to be part of the competitive racing action itself, joining the crew on board for the In-Port Races or Leg Starts.
»»
All of this is delivered in a high quality, relaxed and premium environment, helping to build meaningful relationships that typically translate into direct business impact.
Volvo Ocean Race 2011-12
Corporate guests
Guests on board 1,284 guests on the Pro-Am Races – a total of 30 races 171 guests on the In-Port Races – a total of 10 races 101 guests on the Practice Races/corporate sailing – 10 Stopovers
1,556 guests on board (total)
Guests in Stopovers Alicante 4,296
Cape Town Abu Dhabi 635
2,313
Sanya
Auckland
Itajaí
Miami
Lisbon
Lorient
Galway
Total number of guests
5,226
797
1,856
1,788
2,252
2,836
1,382
23,486
Total number of corporate guests invited to the respective Stopovers by stakeholders. Figures do not include guests invited by race partner Abu Dhabi and team Abu Dhabi Ocean Racing (data unavailable) as well as invited guests by the host ports and host port sponsors. Source: Volvo Ocean Race.
75
Team Sponsorship Impact
Naming names The Volvo Ocean Race occupies an exceptional space in the sporting world as a major property that is universally referred to with a brand name in its title, while offering similar opportunities for sponsors backing individual teams. The fact that the sailors on board are not generally household names across the world can actually help sponsors too. There is little option for media covering the race but to refer to the teams by their main sponsor names. News reports will regularly refer to several brand names whereas in other sports, news organisations work hard to avoid making such references. With the Volvo Ocean Race, such avoidance is not realistically possible.
76
Abu Dhabi
hours of TV brand exposure:
hours of TV brand exposure:
606:33:16
353:39:39
brand mentions in print:
brand mentions in print:
17,376
7,185
CAMPER
Groupama
hours of TV brand exposure:
hours of TV brand exposure:
699:56:01
622:02:47
brand mentions in print:
brand mentions in print:
12,583
13,147
PUMA
Sanya
hours of TV brand exposure:
hours of TV brand exposure:
577:19:02 brand mentions in print:
10,205
Volvo Ocean Race 2011-12
Telef贸nica
222:35:20 brand mentions in print:
5,647
Totals (teams only)
hours of TV brand exposure: 3,082:06:05 brand mentions in print: 66,143 77
Team Sponsorship Impact
The fleet fly their spinnakers, during the PORTMIAMI In-Port Race
team sponsorship return Abu Dhabi
CAMPER
Groupama
PUMA
Sanya
Telefónica
Team TV Value
€ 39,457,359
€ 41,488,759
€ 50,676,347
€ 44,955,855
€ 24,810,298
€ 42,207,192
Team Print Value
€ 2,769,936
€ 3,359,481
€ 5,234,867
€ 3,029,852
€ 2,194,901
€ 3,841,110
Team Online Value
€ 3,351,996
€ 10,153,601
€ 12,289,079
€ 4,275,157
€ 7,636,732
€ 7,163,752
Total Team Media Value
€ 45,579,292
€ 55,001,841
€ 68,200,293
€ 52,260,864
€ 34,641,931
€ 53,212,055
Intangible Value
€ 31,905,504
€ 38,501,289
€ 47,740,205
€ 36,582,605
€ 24,249,352
€ 37,248,438
Total Team Sponsorship ROI
€ 77,484,796
€ 93,503,130
€ 115,940,499
€ 88,843,469
€ 58,891,283
€ 90,460,493
Source: IFM/SMS October 10, 2011-July 20, 2012 Team TV Value = CPT x Audience x Team Time on Screen. It shows the total value of the team coverage on TV. Team Print Value = CPT x Readership x Team Visibility on the Article. It shows the total potential value of the team coverage in print. Team Online Value: Coverage tracked by IFM/SMS across 47 key websites in the 15 core markets as on page 9. In addition, Meltwater News supplied a report showing total global articles containing references to Volvo Ocean Race and sponsors. Collected material used as the basis to estimate exposure and visual impact across the remaining rest of world websites (Meltwater News). Values then calculated based on the number of visitors to each site on any given day. No discount factors have been applied in relation to media values (where utilised). Team Online Value does not include any of the Volvo Ocean Race’s own online properties.
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Intangible value. In the sponsorship valuation an intangible value was applied, reflecting the qualitative assessment of the added value achieved through the association with the property. This intangible value was based upon specific criteria supported by factored market research. The criteria measured were Timing & Seasonality, Awareness of the Property, Image Values, Fan Base, Sponsor Status, Exclusivity, Brand Association & Recall, Relevance and Consideration to Purchase. The value is arrived at by calculating a percentage of 70% of the Total Media Value (a percentage which is reached as a result of the valuation of all the factors, qualitative research and comparison with other sports properties). Total Team Sponsorship ROI: Total Team Media Value + Intangible Value.
€50.7 M
€20,000,000
€0
Abu Dhabi CAMPER with Ocean Racing Emirates Team New Zealand Source: IFM/SMS October10, 2011- July 20, 2012
Groupama sailing team
PUMA Ocean Racing Powered by BERG
€42.2 M
€5,000,000
€10,000,000
€15,000,000
Team Sanya
Team Telefónica
Team Print Value €6,000,000
€4,000,000
€1,000,000 €0
Abu Dhabi CAMPER with Ocean Racing Emirates Team New Zealand Source: IFM/SMS October10, 2011- July 20, 2012
Groupama sailing team
PUMA Ocean Racing Powered by BERG
€2.2 M
€2,000,000
€3.0 M
€3,000,000
€3.8 M
€5.2 M
€5,000,000
€3.4 M
For all teams, the value generated online was significantly greater than the value generated in print, reflecting the growing importance of digital media compared to printed newspapers and magazines
€25,000,000
€2.8 M
The average Team Media Value was measured to € 51.5 million. Including the intangible value, the average total Sponsorship ROI was estimated to € 87.5 million
€24.8 M
€30,000,000
€45.0 M
€35,000,000
€39.5 M
€40,000,000
€41.5 M
€45,000,000
Volvo Ocean Race 2011-12
Team TV Value €50,000,000
Team Sanya
Team Telefónica
Team Online Value
Sub-title Text Sail (Main) (Boat Side) Sail Hull (spin) All Other
Hull
€4,000,000 All Other €2,000,000
Hull Boat Side Sail Main
€0
€4.3 M
Bold Text Headline Text
Jacket Picture Caption Text
€6,000,000
€3.4 M
Other Editorial Text
€7.2 M
€8,000,000
Print Sources of Brand Exposure
€7.7 M
€10.2 M
€10,000,000
€12.3 M
€12,000,000
Abu Dhabi CAMPER with Ocean Racing Emirates Team New Zealand Sub title Text Source: IFM/SMS October10, 2011-July 20, 2012
Groupama sailing team
PUMA Ocean Racing Powered by BERG
Team Sanya
Team Telefónica
Picture Caption Text
pre-Wave survey/Post-Wave survey unprompted awareness
T-Shirt
Headline Text
On Screen Credit Source: IFM/SMS October10, 2011-July 20, 2012
Verbal
TV Sources of Brand Exposure Sail Sail (Main) Verbal Mention On Screen Credit T-Shirt / Polo Shirt Hull (Boat Side) Sail (Spinnaker) Jacket All Other
Post-wave survey
90%
Pre-wave survey
Bold Text
80%
Editorial Text
70% 60%
Other 50% All Other
Jacket 40%
Hull Boat Side
Sail30% (spin)
Sail Main
20% Hull
Sub title Text Picture Caption Text
10%
T-Shirt
0%
Headline Text
On Screen Credit Abu Dhabi
Source: IFM/SMS October10, 2011-July 20, 2012
Verbal
CAMPER with Ocean Racing Emirates Team New Zealand
Groupama sailing team
Source: IFM/SMS October10, 2011-July 20, 2012 Sail
PUMA Bold Text Ocean Racing Powered Editorial Text by BERG
Team Sanya
Team Telefónica
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Marketing Activation
Race around town Stakeholders use the Volvo Ocean Race as part of their global marketing campaigns, leading to added publicity and brand exposure for teams and sponsors in high-profile physical settings – many of them far away from the Race Villages and areas traditionally associated with sailing – and across the global media.
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Volvo Ocean Race 2011-12
Marketing Activation
Bus, London
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Volvo Ocean Race 2011-12 Photo: Andrés Soriano, Team Sanya / Southern Indian Ocean during leg 2 of the Volvo Ocean Race 2011-12
290_d_adv_ZS_4c_en.indd 1-2
Opera, Paris
Helly Hansen catwalk
Scandinavian Design is the cornerstone in all Helly Hansen gear. The optimal combination of purposeful design, protection and style. This is why professional sailors, mountain guides and discerning enthusiasts choose Helly Hansen. Helly Hansen is the official clothing partner of team Sanya in the Volvo Ocean Race 2011-12
cOnFIDent wHen It MatteRs
Engineered for men with a 39,000-mile journey home.
Portuguese Yacht Club Chronograph Edition “Volvo Ocean Race 2011–2012”, Reference IW390212 in titanium with black rubber strap
W
hen some of the world’s most hardened professional yachtsmen set out with their high-tech craf t to sail almost 40,000 nautical miles around the world; when they defy howling storms and monster waves; when they risk collision with icebergs, broken rudders and having their sails torn to shreds; when they suffer temperature fl uctuations from –5 to +40 degrees Celsius without a word of complaint; when they don’t mind living off freeze-dried food for nine months and suffering from constant sleep deprivation, yet at the end fall deliriously into each other’s arms, it can only be about one thing: the legendary Volvo Ocean Race. Welcome to the world’s toughest sailing competition. Not without reason is it regarded as the Mount Everest of sailing. And any contestant planning to be up there with the leaders needs passion, precision and state-of-the-art technology. And these are the qualities that link the Volvo Ocean Race 2011–2012 with
the new sponsor and Official Timekeeper of this prestigious competition, the Swiss watchmaking company, IWC Schaffhausen. Both brands push the boundaries of technology and design with authenticity and adven-
ture at the heart of everything they do. As a premium brand in the international luxury watch segment, IWC Schaffhausen has fully committed itself to the manufacture of topquality products in haute horlogerie. Exclusive watches like the Portuguese Yacht Club
IWC Schaf f hause n Bou tique s : Beve r l y Hills | D ubai | G e neva | Hong Kong | Sha nghai | Zur ich
Chronograph Edition “Volvo Ocean Race 2011–2012”, which has all the precision of nautical instruments in its genes. Powered by the rugged IWC-manufactured 89361-calibre movement and water-resistant to 6 bar, the chronograph demonstrates its sporting qualities with a flyback function and an additional scale with quarter-second calibration for recording short periods of time. Longer stopped times can be read off like a second time on the separate analogue subdial – which will ensure that during every stage of the race crews never lose sight of the 24-hour record. For the destination for each stage as well as the end of the race, IWC will be presenting a special prize to the team making the fastest going over a period of 24 hours. Nine months of being rocked and shaken about, 75,000 kilometres of water, wind and waves – and ever y minute counts. IWC Schaffhausen is proud to be on board for the Volvo Ocean Race 2011–2012. IWC. Engineered for men.
w w w. i wc .c o m
02.11.11 11:01
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Corporate Responsibility
Sculpture made from rubbish – a result of the Skeleton Sea workshops in Itajaí
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For more than nine months, the Volvo Ocean Race ran a highprofile campaign entitled Keep the Oceans Clean! In association with the artists collective Skeleton Sea, the campaign was designed to inspire people of all ages, but particularly children, to take action against the estimated 100 million tonnes of plastics and other materials polluting our oceans. Newspapers and broadcasters around the world featured the Beach Cleans and workshops, helping to put environment and sustainability at the heart of a race that has a powerful interest in caring for the oceans. »»
A total of 140,000 people visited the Keep the Oceans Clean dome at race Stopovers to learn about the plight of our oceans via a multimedia exhibition and film.
»»
Thousands more visitors to the Race Villages joined race staff, sailors and shore crew members in community Beach Cleans and sculpture workshops in our race Stopovers in Spain, South Africa, the United Arab Emirates, China, New Zealand, Brazil, the United States, Portugal, France and Ireland.
»»
At every Stopover, Skeleton Sea artists led children at workshops to build innovative sculptures from the debris collected during the Beach Cleans.
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Volvo Ocean Race 2011-12
Keep The Oceans Clean!
Volvo Ocean Race Youth Events
Young sailors take part in the Volvo Ocean Race Academy regattas
Academy briefing
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Volvo Ocean Race Academy »»
The Volvo Ocean Race Academy aimed to leave a lasting legacy of youth sailing around the world. This new initiative inspired, coached and entertained thousands of local youngsters at each of the host ports. Not only that, over 80 umpires also had the opportunity to gain valuable training too.
»»
The Team Racing Clinic was aimed at local youth sailors who already knew how to sail, and wanted to improve their teamracing skills through learning new techniques and tactics which were taught and practised over the three-day period.
»»
The Academy culminated in each Stopover with teams racing Optimist dinghies under the colours of the Volvo Ocean Race teams over short courses of 6-8 minutes held in the heart of the Race Villages, followed by a prize-giving ceremony. The youth sailors also had the opportunity to meet the Volvo Ocean Race sailors and shore teams, stepping on board the Volvo Open 70 yachts and exploring the teams’ shore bases in a money-can’t-buy experience.
From a parent in Cape Town on participating in the Academy
Try Sailing »»
The Try Sailing initiative engaged the non-sailing community, both young and old, with the sport.
»»
Participants went sailing with their friends, family or classmates and with an experienced and qualified local coach so that newly enthusiastic sailors could continue their education on the water and take part in local sailing events long after the Volvo Ocean Race had left port.
»»
The Volvo Ocean Race had three ‘Ludic’ dinghies in each Stopover. The boats were 5.3m long and could carry eight children with one adult coach.
In years to come there could be top crews racing around the world who were first inspired by a hands-on experience in one of the Volvo Ocean Race Villages.
“Thanks again for giving him this opportunity and hopefully a lifelong sailing bug!” From a parent in Abu Dhabi on participating in the Try Sailing
10 Team Racing Regattas organised in 10 countries 340 Optimist sailors aged 8-15 participated in Team Racing 65 coaches took part in Team Racing programme 84 umpires attended ISAF Team Racing Clinics in Stopovers 9,758 people took part in Try Sailing
Try Sailing
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Volvo Ocean Race 2011-12
“My son and I learned so much from the weekend. We also had a really good time and we will both carry forward the knowledge passed onto us to other members of our Yacht Club”
Media Crew Member Branding
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»»
During the 39,270 nautical mile ocean marathon the six MCMs between them captured more than 4,000 high resolution images, recorded more than 300 audio interviews and connected sailors to more than 1,000 radio and TV interviews.
»»
The crew used state-of-the-art equipment including five fixed and two handheld custom built video cameras, still cameras and computers to beam high definition footage, images, audio and words back to shore via Inmarsat satellite technology.
»»
The high-tech equipment captured some of the most iconic images and footage in the race’s 39-year-history including the Team Telefónica’s wave wipe-out in the Southern Ocean and CAMPER’s close encounter with a whale in Leg 7.
»»
“They’ve made it so easy for broadcasters to tell the world about the achievements,’’ said Ireland’s TG4 Sports Editor Ronan O Coisdealbha after the final leg finished in Galway. “There are a lot of sporting events that haven’t seen this big picture yet. Volvo are leading the way.”
WINNER - Inmarsat MCM Award Hamish Hooper CAMPER with Emirates Team New Zealand
Volvo Ocean Race 2011-12
Each MCM generated 500 GB of multimedia content per leg, for a total of 27 TB over the course of the race – the equivalent of 6.75 million songs in your iTunes!
Yann Riou Groupama sailing team
Amory Ross PUMA Ocean Racing powered by BERG
Andrés Soriano Team Sanya
Diego Fructuoso Team Telefónica
Nick Dana Abu Dhabi Ocean Racing
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Mediaand Branding Volvo Crew the Member Race For Volvo the race provides a unique platform to build the brand, build relationships and sell more products. This is done through an active customer programme at the stopovers along the route, where thousands of customers, media and dealers taste the race in tailor-made programmes. For Volvo, the association helps to highlight both the more emotional and the more capable aspects of the brand and product, such as design and technology built around people’s needs.
Delivery The Volvo companies invite customers, media and dealers to the Stopovers to experience the Race Villages and get on the water for a first-hand experience of what the Volvo Ocean Race truly means. On site, the Volvo Pavilion provides an attractive base to educate invitees about the race and company involvement – with seminars covering topics such as transport solutions, energy efficiency, logistics and safety – while many guests are also given the chance to get out and visit Volvo plants in countries where Volvo has industrial operations. Activation cuts across a wide range of activities, including product launches, marketing and branding, customer service and employee involvement. As a tangible example, Volvo produces limited editions of vehicles and for the Volvo Ocean Race car edition the company runs a fully integrated Command the Extreme marketing campaign in TV, print, digital and social media. Employees follow the Race online, via office displays and as players in the Volvo Ocean Race Game, while the visitors to the Race Villages join customers and dealers in getting experience of Volvo products via displays, demonstrations and test-drives. There were demo and test drive sites in Alicante, Auckland, Lorient and Galway, while Volvo Cars used the European stopovers to launch the new V40 to public, media and dealers. Volvo Construction Equipment held several press events during the race and launched a new wheel loader and excavator in Auckland and a Pipelayer in Lorient. To encourage greater online engagement, the Volvo Cars On-land Challenge put racing driver Robert Dahlgren and former Volvo Ocean Race sailor Gurra Kranz in a Volvo XC60 car to see if they could beat the Volvo Open 70 boats on the short final leg between Lorient in France and the finish line in Galway, Ireland. The car won. To further engage machine operators, Volvo Construction Equipment held the competition Operators Club European Final in conjunction with the Alicante Stopover.
Results The main achievement for Volvo was to involve as many customers and dealers as possible with a high quality programme that included test drives, seminars and products, giving clients a perfect opportunity to discuss future needs. On top of that, journalists took part in programmes and pre-test drives. Volvo Cars estimate to have sold a record 15,000 Volvo Ocean Race edition cars and Volvo Group more than 800 special edition Volvo Ocean Race trucks and almost 1,300 special edition Excavators. Both companies reached an all-time high for brand and product exposure in media with a record number of guests.
Views “Volvo Ocean Race has been a great success, our customers have come closer to Volvo and the race creates a very important meeting place for us and our customers.” – Sven Österberg, General Manager, Volvo Event Management “For Volvo Cars this race continues to exceed our expectations with regards to the return on investment and value, both in terms of building the brand, giving guests a once-in-a-lifetime experience and selling cars.” – Karin Bäcklund Director, Global Sponsorship, Volvo Car CorporationSponsorship and Brand Partnership Volvo Car Corporation 90
Interactive displays inside the Volvo Pavilion
“Volvo Ocean Race gives us a unique opportunity to interact and build stronger relations with our customers. It strengthens our brand and contributes to our business by reflecting the Volvo Group’s core values.” Olof Persson, President and CEO, Volvo Group
“Volvo Ocean Race is an important tool in our marketing strategy, aiming to build our brand attraction and consideration to buy. The global reach of the Volvo Ocean Race makes it a fantastic commercial platform to build close customer relations.” Stefan Jacoby, President and CEO, Volvo Cars
Volvo Trucks and Volvo Cars
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Volvo Ocean Race 2011-12
Volvo Pavilion, Alicante
Case Study: Abu Dhabi
Abu Dhabi Tourism & Culture Authority (TCA Abu Dhabi) had three main objectives heading into its inaugural Volvo Ocean Race campaign – to showcase the emirate as a winter watersport tourism destination, to demonstrate local sailing potential through Emirati Crew Member inclusion and to leave a tangible sailing legacy that would both reignite the emirate’s deep-rooted maritime heritage and take Abu Dhabi into the global yachting spotlight. The campaign was a success on all levels
Delivery Key to Abu Dhabi’s participation was its all-round status as host port, team sponsor and race partner – three roles to match the three main event goals and all first-of-their-kind agreements for an Arabian destination in the Volvo Ocean Race. The inclusion of Abu Dhabi as a host port for 2011-12 opened a new chapter in the Middle East’s maritime history – representing the only time the region achieved relevance within the ‘Everest of Sailing’. Created to showcase everything the emirate has to offer, from Abu Dhabi’s deep-rooted maritime and cultural heritage to the very best in modern entertainment, state-of-the-art facilities, family attractions and concerts, the free-to-attend ‘Destination Village’ would welcome more than 100,000 fans over the eventful fortnight, which started with British band Coldplay ringing in the New Year. A hit with fans from across the world, 89 percent of visitors to the Race Village said they would recommend Abu Dhabi as a tourist destination. The emirate had arrived in the world’s yachting arena. TCA Abu Dhabi’s team, Abu Dhabi Ocean Racing, took the emirate’s name to the world, flying the flag for the destination the world over, meeting every challenge head on with a perseverance that would be a defining factor of the campaign. Indeed the name chosen for the yacht was Azzam, meaning ‘determined’ in Arabic, was a quality displayed throughout by skipper Ian Walker, a twice Olympic silver medallist, and his intercontinental crew. Despite setbacks, Abu Dhabi Ocean Racing won three in-port races, including a dream victory on home waters in January, and also enjoyed sensational success in the blue riband transatlantic leg from Miami to Lisbon – again catapulting the Arabian team into the history books. The decision to put an Emirati crew member on board created new sporting heroes for the people of the United Arab Emirates. Olympian Adil Khalid, who was selected for the sailing team after an exhaustive process, and Butti Al Muhairi, who made it on to the shore crew, were outstanding role models and helped inspire an Arab generation 92
to become involved in the sport. As race partners, Abu Dhabi had a close relationship with organisers throughout the event and became associated with the best qualities of the race through its sponsorship of the Abu Dhabi Seamanship Award – recognising bravery, valour and determination – that ‘Azzam’ factor once again.
Results The event delivered 120,604 visitors to the Stopover – well above the 100,000 target figure – and exceeded expectations on all major measures: »»
32,000 room nights associated with the event (target: 30,000)
»»
360 accredited media (target: 250)
»»
1.565 million AED (US $426,000) in combined sales by Destination Village retailers
»»
10 accredited international TV broadcasters in Abu Dhabi for the event
»»
43,000 Facebook fans generated
Views “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 professionally yachting audience.” - His Highness Sheikh Sultan Bin Tahnoon Al Nahyan, Chairman, TCA Abu Dhabi. “The hosting of the impressive Volvo Ocean Race fleet gives the destination a compelling opportunity to welcome thousands of sailing fans from around the world who are passionate followers of this event and to clearly demonstrate Abu Dhabi’s excellent credentials as a winter sailing destination. We have great winter weather, warm, clear waters, superb marina facilities and an increasing number of yacht and boat charterers, sailing schools and activities for this highend market segment to leverage. I hope many of the keen sailors that visited Abu Dhabi for the first time to link up with this superb event discovered enough to entice them back to our shores again.”- His Excellency Mubarak Al Muhairi, Director General, TCA Abu Dhabi. “Abu Dhabi has been nothing short of outstanding in its commitment to the Volvo Ocean Race both in terms of developing a state-ofthe-art vessel to compete, in compiling a truly international team and in creating a stunning Stopover destination that will serve as a benchmark for many in the future” - Knut Frostad, Volvo Ocean Race CEO.
CAMPER had two simple objectives heading into the race – to increase brand awareness worldwide and to maximise television exposure. For a family-owned, family-run company, a global sponsorship of this nature was an enormous undertaking, and as such the project formed the cornerstone of the company’s marketing programme over two years. CAMPER’s Chairman gave the sponsorship its status within both the company and the wider design and fashion industry, by referring to it as ‘The Project’. This nom de guerre was to be the motivation behind every part of the programme, both on and off the water.
Delivery CAMPER set itself apart from other sponsors by creating strong links from within its marketing drivers – design and lifestyle – and then transferring these back into the race itself. Design: A three-pronged approach linked the technical boat design to graphic design (with the boat’s stand out graphics) and architectural design (CAMPER’s distinctive pavilion). This approach allowed CAMPER to promote the sponsorship to its nonsports audience using the common thread of design and garnered coverage in titles such as Wallpaper, Disegno and Architectural Design (AD). Lifestyle: One of the main pillars of the CAMPER brand is Lifestyle and this sat comfortably alongside the sponsorship. CAMPER used its network of ‘ambassadors’ to encourage additional media interest and also invested in a comprehensive guest programme targeted at clients, customers and media in key Stopovers (Alicante, Sanya, Miami and Lorient). Using the backdrop of the CAMPER Pavilion, over 100 guests were invited to each In-Port/Race Start weekend to experience CAMPER in the Volvo Ocean Race and participate in a series of workshops showcasing new collections, design forums and commercial encounters. CAMPER’s involvement in the race formed a key element of the instore proposition in most CAMPER shops around the world. From
Volvo Ocean Race 2011-12
Case Study: CAMPER
bags to POS, from window displays to uniforms, the CAMPER in the Volvo Ocean Race story was used not only to support the Ocean Race Collection product lines, but to communicate the sponsorship to a wider audience.
Results CAMPER met both of its key objectives thanks to great penetration in lifestyle and mainstream media, including television, which accounted for around two thirds of value as of the end of May. On the water, CAMPER were competitive throughout the race, won the In-Port Race in one of the team’s two home ports of Auckland, took victory on the final offshore leg and ended up in second place overall, all of which generated powerful coverage around the world. Camper also won the IWC Speed Record and the Media Crew Member award. To what extent global brand awareness outside of the key Stopover markets increased is a question CAMPER will continue to study closely over the coming months.
Views “From a brand perspective, the CAMPER brand is absolutely better known among yachting and sports enthusiasts, and overall global brand awareness is our main objective,” said Dalia Saliamonas, Project Director, CAMPER in the Volvo Ocean Race. “While we’re still waiting to see what the long-term payback will be, in terms of making a global statement, pushing the CAMPER brand into new markets and establishing it as a serious contender alongside other more globally known corporate brands, the project was undoubtedly a success. We feel that as the ‘new guys in town’ CAMPER has been up to par with the participating campaigns and we have definitely made our mark as a team. “CAMPER has now dovetailed this sponsorship into the America’s Cup where we are one of a family of sponsors and it will be interesting to see how this compares to a Volvo Ocean Race campaign.” 93
Case Study: Groupama
Commitment, fidelity and trust – three qualities at the heart of Groupama as a company and watchwords over the course of a 15-year partnership with Franck Cammas, the prolific French sailor at the head of the campaign. Groupama came into the race with an ambitious sporting goal, to win the race at the first attempt, and with a determination to mobilise staff internally around an international project that would project Groupama’s brand and reputation around the world, while contributing to its growing presence and credibility on social networks.
Delivery As the first French team competing in the race in 20 years, a vital step in activation was in engaging the French public. That meant working with national and local media to produce compelling content both in the build-up to the race and in its early stages. Skipper Franck Cammas wrote a weekly blog for the giant regional newspaper Ouest France, while a weekly spot on national TV station TF1 kept fans informed of the team’s progress in the most high-profile way imaginable in France. A highly professional PR operation running back at HQ in Lorient and travelling around the world to the Stopovers was key to this approach, as media were guaranteed high quality material to support their coverage. Having a charismatic and media friendly skipper such as Cammas was obviously a help, while including sailors from Ireland, Australia, New Zealand and Sweden among the crew helped push the story internationally. The outstanding work of Media Crew Member Yann Riou, recognised with three leg awards over the course of the race, was also very influential. With Lorient in France included as the penultimate Stopover along the route, the campaign kept a natural focus on the back end of the race and the success of the sporting team, who came from behind to lead the overall standings as the fleet returned to Europe, contributed to what was a 94
360-degree approach. Commercial and hospitality spaces were set up in Alicante at the start and Lisbon and Lorient at the end, branding and calls with the boat organised through the Groupama HQ in Paris kept interest up internally and the campaign was rewarded with a rousing finish as the team completed an unexpected victory to take the Volvo Ocean Race trophy.
Results The success of the campaign as a whole mirrored that of the sailing team. France delivered more print value than any other country and an enormous increase in TV audience. From their victory in Galway, Groupama collected two hours of TV coverage as well as 180 print articles and 260 web clippings.
Views Franck Cammas in a message to Groupama: “You’ve been trusting me for 15 years and this shared history allows us to lead ambitious projects. Winning the toughest sailing race ever is also your victory. Without your commitment and your support, I wouldn’t have been able to lead this adventure to its end. Thanks to everyone.” Thierry Martel, Groupama CEO: “We are very proud of this exceptional victory. It means a lot for Groupama today. Above all, it’s a great feeling of pride for all the 38,500 employees of the Group, for all the work done both at sea and on the ground. It illustrates the tenacity, the faith in an ambitious project, the ability to gather and motivate a team, whatever the obstacles of the route are. It’s also a highly symbolic victory in the period we’re going through, and that’s the reason why it’s so beautiful. Thanks to Franck, his crew and all the shore team for writing a new and wonderful chapter of the history we’ve been building together for 15 years now.”
PUMA came into the race with four key objectives: »»
Sell PUMA Sailing and Volvo Ocean Race merchandise
»»
Build PUMA brand awareness within a new consumer segment
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Build a social media network
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Build credibility for the PUMA brand and product in sailing
Delivery Consistent brand message across the campaign was key to engaging hundreds of thousands of consumers, from the award winning design execution of the graphics on the boat, to a strategic standup paddle board collaboration with surfer Laird Hamilton and boat designer Juan Kouyoumdjian, to on-the-ground marketing execution and ongoing publicity campaigns. The race allowed PUMA to put their own unique spin on sport in a way that reaches new consumers and brings fresh energy to the scene. The challenge for such a long event is keeping excitement high over nine months. Additions from the 2008-09 campaign like the collaboration with Laird Hamilton and PUMA’s ocean preservation programme with Marmo helped sports lifestyle stay relevant beyond sailing performance.
Results A unique mobile pop-up event and retail store constructed at race Stopovers produced 153 selling days and saw PUMA exceed sales goals for the event. At six of the 10 Stopovers, sales surpassed targets by well over 100%. A combination of above and below the line marketing techniques fired brand awareness. Beyond sailing, the Volvo Ocean Race was a nine-month “extreme marketing” campaign bringing categories such as running, soccer, fitness and the PUMA social campaign directly to consumers during the Stopovers, using PUMA’s Mar Mostro and the PUMA Quad as the central hub of on-site activations.
Volvo Ocean Race 2011-12
Case Study: PUMA
PUMA introduced their ocean preservation campaign with the octopus character Marmo allowing PUMA to connect with and educate children. The motto was simple: PUMA loves the ocean and people should take care of the things they love. The press campaign began with the team introduction, boat launch and Laird Hamilton SUP partnership announcement packaged into a global media event that made international news. The next global press push focused on the Race Start in Alicante and was supported by each Stopover market, resulting in major TV, newspaper, magazine, online and blog coverage in each of the host countries. The unfortunate dismasting of Mar Mostro was parlayed into a media opportunity that captured global news headlines and showcased the fortitude and courage of the PUMA Ocean Racing team as they sought to get back in the race. In addition to Facebook and Twitter, PUMA partnered with Tumblr and Instagram to host a blogger trip during the Abu Dhabi Stopover. Ten non-sailing bloggers were handpicked based on their following and content. The non-traditional media trip resulted in an estimated 40 million impressions of PUMA Sailing content. PUMA’s creative use of social media attracted attention from outlets such as Mashable, Adweek and ESPN. Many of the lessons learned during the Volvo Ocean Race were incorporated into PUMA social media execution for the 2012 Olympics in London.
Views “The Volvo Ocean Race is one of the world’s iconic sporting events, and it has proved to be an extremely successful marketing tool for us,” says former PUMA CEO Jochen Zeitz. “The success of this event, which is entirely on brand, completely consistent and really well executed, confirms that PUMA has cachet beyond the sporting world,” says one of the judges from the Exhibitor Online Corporate Awards, won by PUMA for their Volvo Ocean Race 2011-12 execution. 95
Case Study: Sanya
Sanya’s priority for the Volvo Ocean Race was to lift the lid on China’s best kept secret – a tropical paradise boasting yearround sunshine, sandy beaches and a richly diverse cultural life. The team itself was a late entry in an older-generation boat, meaning the focus was never on winning the trophy. Instead, the team worked with the Stopover to boost name recognition and associate the city with the values shown by skipper Mike Sanderson, the youngest man to lead a team to victory in the race, and a crew that included Teng Jiang He, who earned the nickname Tiger and became the first Chinese sailor to compete in the race. It was also a goal to enthuse and excite the Chinese public around the sport of sailing and the Volvo Ocean Race event. This campaign was seen as a stepping stone to engaging more Chinese sailors in the next race edition.
Delivery Sanya always faced a battle to win media coverage from the teams in newer, faster boats but in Sanderson they had a skipper who was particularly adept at making headlines. From his witty, entertaining blogs from the oceans to a sailing strategy that saw them push the boat to the limit, Sanderson ensured that Sanya would only be out of the spotlight when bad luck forced them out for repairs. When they were on the racecourse they invariably attracted attention for all the right reasons – most notably when they built a huge advantage on Leg 2 on the way to the Maldives and then led the fleet out of Auckland and into another spell at the front before misfortune struck again. Chinese crewmember Tiger played an important role throughout the campaign, helping to generate ongoing media coverage in China via interviews from the boat and on shore. During the Sanya Stopover he took on a punishing schedule of interviews and publicity duties. Sanya’s colourful pavilion was a regular feature in the Stopovers, the team website featured regularly updating content in English and Chinese, backed up by a big presence on Facebook, and cross96
promotion with sponsor Discover Ireland ensured a lively atmosphere at all the ports.
Results The sailing team were buffeted by bad luck from the start of the race yet Mike Sanderson and his crew, backed by an outstanding operation on the ground who were awarded the overall DHL Shore Crew Award, proved particularly adept at turning a crisis into an opportunity. Forced out of Leg 1 within the first 24 hours, they used the operation to get them back into the water to generate effective media coverage. When they stormed into the lead on Leg 2 they enjoyed the limelight again before being forced into another pit stop that led to more media value from an unscheduled trip to Madagascar. The highlight of the campaign naturally came in Sanya itself, with the team’s sixth place arrival being greeted like a glorious victory, as tens of thousands of well-wishers packed the docks and race village to welcome them home. The huge footfall in Sanya, the international spotlight on Tiger and Sanderson’s ability to get the media talking about his team ensured the campaign was a sparkling success – even if the crew on the water could not quite get the podium place the skipper had dreamed of when accepting the challenge.
Views “The Volvo Ocean Race has provided a tremendous platform to introduce the world to Sanya.” – Sanya City Deputy Vice Mayor Wu Yanjun. “The city of Sanya is now firmly on everyone’s lips. At the start of the campaign so many people were asking the same question –‘Is it a company?’ – and by the end so many people were aware of this fascinating and stunning holiday destination at the most southern tip of China.” – Team statement.
Telefónica entered their third successive Volvo Ocean Race with a young Spanish skipper in Iker Martínez and a real desire to show the potential of an overwhelmingly Spanish team. Telefónica has been supporting sailing in Spain for over a decade so entering the Volvo Ocean Race once again was an obvious move for the company. Further goals were to burnish the team’s reputation as a nurturer of sailing talent across all levels in Spain, to showcase the potential of teamwork coupled with cutting edge technology – values closely associated with Telefónica as a company – and to win the media battle in Spain.
Delivery Telefónica worked closely with partners on a regional and national level to pull out all the stops at the first of the host ports. The appearance of Prince Felipe and Princess Letizia of Spain even before the gates were officially open – with the Princess agreeing to become the godmother of the boat – gave the campaign a royal association that was only strengthened when the Prince came again to Alicante to send the fleet on its way. Alicante featured the full Telefónica PR push thanks to a huge pavilion in the Race Village visited by over 20.000 people, while a successful merchandising effort left Alicante awash with the team’s distinctive Telefónica light blue colour. From the start of the race, Telefónica made the media a focus, drawing on the shore team’s experience in that area to generate widespread coverage in targeted outlets. It was also vital that for Telefónica the race did not start and finish with the first and last segments of the race. Long before the start, Martínez and his crew were ambassadors for Telefónica at their different bases around Spain and after the race the team embarked on a Tour of Spain to give thousands more Telefónica fans the chance to see the boat up close.
Volvo Ocean Race 2011-12
Case Study: Telefónica
Results A powerhouse start ensured Telefónica would be the focus of the story for at least the first six months. Three successive victories in the first three legs matched a feat not achieved since Steinlager 2 more than 20 years ago and while they were ultimately unable to secure overall victory the fact that they led for so long meant barely a report was written about the race without mentioning them. That success is shown in stark relief in the figures for mentions in print, with over 17,000 for Telefónica against 13,000 for race winners Groupama. The Telefónica campaign also provided the iconic image of the race thanks to the ‘wave’ video that became an internet sensation (see page 46). Thanks to the work of the Telefónica media team, working closely with the Volvo Ocean Race PR and distribution network, the video was seen by millions of people in news bulletins around the world as well as online. From a brand and PR point of view the race has exceeded Telefónica’s best expectations receiving continual positive feedback both from media and clients reassuring the exploitation strategy was well orientated.
Views “The main aim was to project a positive image of Spain, at a time where we really need it: that has clearly been achieved, showing our technological, industrial and financial ability. The other aim was to win and we were really close at times, although it wasn’t to be in the end.” – Pedro Campos, team CEO. “Sponsoring Team Telefónica in the Volvo Ocean Race has helped us strengthen ties with our employees, customers, subsidiaries and partners worldwide. The commitment, dedication and pursuit of excellence of the team, led by Iker Martínez, was the key to achieving our goals. They have been excellent ambassadors of our brand wherever they’ve been and that makes us extremely proud of this sponsorship project.” – Dante Cacciatore, Director de Comunicación Comercial y Marca Telefónica España. 97
Case Study: Inmarsat
Inmarsat’s involvement was all about moving the company closer to the heart and delivery of the race. Inmarsat supported its third edition as a Volvo Ocean Race sponsor by showcasing the latest generation FleetBroadband maritime communications products, alongside continued free-of-charge commitment to the global satellite safety service, GMDSS. For the first time, the Inmarsat budget satphone, the IsatPhone Pro was included in the safety kit. As the global leader in maritime communications, Inmarsat used the world’s toughest yacht race to demonstrate the company’s equipment in the most extreme conditions.
Delivery The introduction of the Media Crew Member in 2008-09 helped set a new standard for coverage of the race and for the 2011-12 edition Inmarsat associated the company ever more closely with the programme with the decision to use its own Inmarsat Media Crew Member and to broaden the footprint of the MCM Award. Mark Covell, a former Olympic silver medallist and an onboard MCM from 2008-09, was recruited to cover the race on behalf of Inmarsat, acting as an ambassador for the brand. Covell told the story of the race, and Inmarsat’s role in making it happen, via his own blog and by taking-on commentary duties on several occasions during live TV broadcasts. Inmarsat also brought the MCMs into film schools in Miami and Galway to explain the unique way in which they work and utilised them during partner conferences. Inmarsat found the perfect way to put a spotlight on the work of the MCMs with a sponsored award presented at the end of each leg to the best performing MCM, and with one overall winner decided at the end. The award helped make stars of the MCMs themselves while associating the brand with creativity and inspiration as well as technology and reliability. 98
Inmarsat’s media team were able to leverage incidents on board the boats to highlight the themes of safety, telemedicine and communications as the race on the water hit dramatic new heights. Meanwhile, the leg-by-leg MCM awards generated great feedback, particularly on the race’s social media networks, while the overall award became one of the most highly coveted prizes in the race as a whole.
Results The Volvo Ocean Race 2011-12 exceeded the Board’s expectations and has been judged an outstanding sponsorship for business purposes. Inmarsat engaged with key audiences at multiple ports, linking these to global partner conferences and ensuring engagement with high level figures in government and regulation. Inmarsat targeted small vessels with the FB150, which was a backup terminal on the Volvo Ocean Race to its big brother the FB500. Inmarsat report rapid take-up for the new product, in part linked to its proving on this latest edition.
Views Executive Chairman, Andrew Sukawaty: “This is our third consecutive Volvo Ocean Race. It illustrates Inmarsat’s core competencies and commitment to safety in the Maritime environment. Our employees and customers are thrilled by this global spectacular. The 2014-15 edition will be even more spectacular.” Rupert Pearce, Chief Executive Officer: “The Volvo Ocean Race is an outstanding sponsor opportunity. Inmarsat is delighted with the race’s organisation which delivers on our goals. We are inspired by the professionalism of all involved. Inmarsat looks forward to powering global connectivity from our existing and next generation satellite fleets. The crews and MCMs will bring the race alive to billions of viewers around the globe, via Inmarsat.”
Volvo Ocean Race 2011-12
Case Study: DHL DHL saw the Volvo Ocean Race as an ideal complement to its global sponsorship portfolio – which includes Formula 1TM, IMG Fashion Week events, Manchester United and the Leipzig Gewandhaus Orchestra – as well as a unique chance to strengthen its reputation as the go-to problem solvers for logistics around the world. Equally important, the race provided an opportunity to build deeper relationships in both Business to Consumer and Business to Business spaces. A Volvo Ocean Race audience of senior managers and decision makers was a perfect fit for DHL, the global market leader in the logistics industry.
Delivery Beyond the commitment to seeing the race run smoothly, DHL set about activating at all Stopovers. The company entertained 50 to 60 key customers on average in each of the 10 markets, demonstrating the scale and complexity of the logistics in the race and showcasing DHL’s capabilities. Their individual take on activation was to use a three-stage approach with their guests – a logistics presentation to give a window on operations, a tour of the race village to show the scale of the undertaking and a one-day experience on the water over the race weekend, taking in the In-Port Race action. Guests enjoyed the spectacle of racing from on board the Ocean Race Club Spectator Boat. DHL also benefited from TV exposure in the Live In-Port Race programme by branding the start mark, a high-profile branding opportunity on the water. To bolster the company’s image in the consumer space, DHL devised and ran the DHL Shore Crew Award, designed to celebrate the unsung heroes of the race whose work behind the scenes ensured the teams were able to compete.
Results The Volvo Ocean Race could not exist without a logistics partner performing consistently at the top of their game. DHL proved well capable of meeting that challenge and going beyond what was required, pulling out all the stops to get broken boats back on the water by delivering replacement masts and other equipment despite considerable pressures. Getting daggerboards to PUMA in Auckland and new masts to three of the teams at different stages generated good news stories across the media, while branded buoys on race weekends throughout the nine months of competition and naming rights to the In-Port Race in Itajaí in Brazil boosted awareness of DHL as the Official Logistics Partner of the race.
Views Roger Crook, CEO Global Forwarding & Freight: “The Volvo Ocean Race is a world-class and truly global venture. We are proud to have supported one of the most demanding international sporting events with our know-how in transports and logistics. “Once again, we have proved our ability to deliver against extremely tight timelines in challenging environments around the world and deal with the complex logistics of big sporting events. It’s a perfect fit. High-sea sailing requires core characteristics such as teamwork, passion, speed, technology and a can-do-spirit. These are the same values that drive performance at DHL.”
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Case Study: Thrane & Thrane
For Thrane & Thrane – a Cobham plc company – the Volvo Ocean Race provides an unparalleled test platform as well as a showcase for a global audience of sailing fans, customers and distributors.
Delivery The strategy for the 2011-12 edition was a familiar one for the company – get the Volvo Ocean Race right and in so doing prove that Thrane & Thrane’s latest generations of SAILOR® FleetBroadband and VHF equipment can cope with anything the elements can throw at them. The suite of products supplied by Thrane & Thrane enabled the Volvo Ocean Race’s transmission of multimedia material, including live HD video, from the boats, while the navigators were able to download vital weather data, and tracking, and safety communication equipment kept the boats in constant touch with Race HQ in Alicante. Feedback from the boats means Thrane & Thrane can make vital improvements, increasing the value of the relationship even more.
100
Views Thinus Svendsen, Project & Sponsorship Manager at Thrane & Thrane: “Our relationship with Volvo Ocean Race goes back many years. The 2011-12 edition was our third race in a row as exclusive communication equipment sponsor, but in fact Thrane & Thrane products have been among the skippers’ choice since the early Whitbread days. It is actually a parallel technology race that’s going on here. Every race edition presents the latest developments in race boat design; the same applies to our communication products installed on board. For us the race is the ultimate test platform and our SAILOR equipment continues to pass with flying colours. We won’t find a bigger stage to demonstrate SAILOR quality, reliability and performance to a global audience of sailing fans, as well as our markets, distributors and customers. And we are delighted that the teams and organisers put so much faith in us.” Walther Thygesen, CEO, Thrane & Thrane: “The Volvo Ocean Race really is about Life at the Extreme so we relish the challenge of putting our equipment through the world’s toughest off-shore racing event. It is the ultimate test bench and we benefit from immediate and invaluable feedback from the crews, which has made Volvo Ocean Race a unique contributor to our product development process.”
Volvo Ocean Race 2011-12
Case Study: BCG
Boston Consulting Group had several aims coming into the race, the company’s second as Official Management and Strategy Consulting Partner. BCG saw the Stopovers as a hospitality platform, and the race itself as a recruiting platform for supporting brand and showing an open case example of BCG expertise. At the same time, the race was seen as a focus for internal mobilisation of BCG employees and a way to boost branding among the general business public and increase media play in the business press.
Results
Delivery
Views
Bringing clients and management together at Stopovers proved a powerful platform for BCG, with a focus on client courses and seminars. The company built a case example based on the race and made a recruiting video, while internal articles in BCG kept staff involved. As Race Partners, BCG were able to give invitees a behind-the-scenes look at how the Volvo Ocean Race works and see the extent of what BCG is able to do.
BCG is steadily increasing the return from the partnership with the Volvo Ocean Race 2011-12, with the company convinced that there is even higher potential given the right activation. Feedback from clients around the Stopovers was excellent, with one typical reaction praising it as a magnificent event, with rich content and offering a chance to get behind the scenes of the Volvo Ocean Race.
“We are pleased to partner with sailing’s toughest race in developing both the race and ourselves further. The race is inspiring both to our clients and management – on and off the water.” – Gustav Gotteberg, Principal at The Boston Consulting Group.
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Case Study: IWC Schaffhausen
IWC Schaffhausen approached the race with a clear idea of matching the brand values in the company’s own DNA with those of the Volvo Ocean Race. To that end, passion, engineering and masculinity ran at the heart of a campaign that worked on three levels. Official timekeeper, sponsor of the prestigious 24-hour speed record challenge and official sponsor of Abu Dhabi Ocean Racing – IWC Schaffhausen leveraged all three opportunities, while activating at all the Stopovers to showcase the company’s expertise and values.
Delivery As official timekeeper, IWC played a highly visible role in the race from start to finish. The company’s technology and timing ran prominently on the official website and race trackers, as well as out on the water on the official start boat at all in-port races and leg starts. The sponsorship of the IWC Speed Record Challenge provided more media value and brand association, as the teams battled hard to post the longest distance in any 24-hour period. It was another way of showcasing the Portuguese Yacht Club Chronograph Edition “Volvo Ocean Race 2011-12” – a timepiece specifically crafted for the race and offered as a prize for all the sailors on board the boat posting the best record. Around the Stopovers, IWC were tireless and inventive activators, running fashion shoots and media tours, inviting sporting – and actual – royalty in the form of Zinedine Zidane and Luis Figo, two of the world’s greatest ever footballers, and Prince Carl Philip of Sweden, who was invited for the launch of the special timepiece at the start of the race in Alicante in front of 60 selected media. In all, IWC entertained over 300 guests at the 10 Stopovers and ran competitions that gave lucky contestants the sort of VIP experience it is impossible to get anywhere else. IWC also provided the prize for a hugely popular competition that ran on the Volvo Ocean Race’s 102
popular Facebook page, with over 11,000 people entering.
Results IWC’s debut campaign in the Volvo Ocean Race was an evident success. Their return on investment in terms of media and brand value put them at the front of the pack in terms of race sponsors and their backing of the Speed Record Challenge firmly associated them with the race for technological achievement and the spirit of adventure. The IWC status as both race and team sponsor gave the company the access required to give unique ‘money can’t buy’ experiences to clients, retailers and media with behind-the-scenes access at every Stopover. Meanwhile, brand ambassadors of an international stature brought an intense media spotlight, notably with the appearances of Zidane in Alicante and Figo in Lisbon as ‘jumpers’ from the boat. The seriousness with which the teams competed for the 24hour race record demonstrated the success of the strategy, while providing regular media exposure and a prominent ‘good news’ story at the end of the race as IWC graciously provided an extra watch to Mike Pammenter, the crew member who missed the winning leg because of injury.
Views “I like not just the physical appearance but also what it represents in what we had to do to win it,” said skipper Chris Nicholson after his CAMPER team collected their prizes for winning the IWC Schaffhausen Speed Record Challenge. “We certainly had to do a lot to win them. To be honest, this probably sounds a bit sentimental, but I will probably enjoy wearing it and looking at it and remembering that 560-odd miles we did from Lisbon to Lorient.”
Volvo Ocean Race 2011-12
Scoreboard ALL RACE RESULTS Groupama Place
CAMPER
Points
Place
Points
PUMA Place
Telefónica
Points
Place
Abu Dhabi
Points
Sanya
Place
Points
Place
Points
In-Port Race, Alicante
5
2
3
4
2
5
6
1
1
6
4
3
Leg 1, Alicante-Cape Town
3
20
2
25
DNF
0
1
30
DNF
0
DNF
0
In-Port Race, Cape Town
5
2
2
5
3
4
1
6
4
3
6
1
Leg 2, Cape Town-Abu Dhabi
4
18
2
24
3
19
1
29
5
10
6
5
In-Port Race, Abu Dhabi
2
5
3
4
4
3
5
2
1
6
5
2
Leg 3, Abu Dhabi-Sanya
2
24
3
18
4
17
1
27
5
14
6
5
In-Port Race, Sanya
5
2
4
3
2
5
1
6
3
4
6
1
Leg 4, Sanya-Auckland
1
30
4
15
2
25
3
20
5
10
6
5
In-Port Race, Auckland
3
4
1
6
2
5
6
1
5
2
4
3
Leg 5, Auckland-Itajaí
3
20
4
15
1
30
2
25
DNF
0
DNF
0
In-Port Race, Itajaí
1
6
2
5
3
4
5
2
4
3
DNS
0
Leg 6, Itajaí-Miami
3
20
2
25
1
30
4
15
5
10
DNS
0
In-Port Race, Miami
2
5
4
3
3
4
6
1
1
6
5
2
Leg 7, Miami-Lisbon
2
25
5
10
3
20
4
15
1
30
6
5
In-Port Race, Lisbon
1
6
3
4
2
5
6
1
4
3
5
2
Leg 8, Lisbon-Lorient
1
30
2
25
3
20
5
10
4
15
6
5
In-Port Race, Lorient
1
6
2
5
3
4
4
3
5
2
6
1
Leg 9, Lorient-Galway
2
25
1
30
3
20
4
15
6
5
5
10
In-Port Race, Galway
4
3
2
5
1
6
3
4
5
2
6
1
Overall
1
253
2
231
3
226
4
213
5
131
6
51
POINTS
27
45
In-Port Race
1
186
187
3
150
37
3
3
181
200
4
Legs 44
In-Port Race
212
Legs
3
2
250
41
NUMBERS OF WINS 5
94
1
2
0
Groupama CAMPER
Groupama CAMPER
PUMA Telefónica Abu Dhabi
Sanya
6
In-Port Race
6
1
0%
5
25%
Legs
8
50%
PODIUM POSITIONS 16 15 14 13 12 11 10 9 8 7 6 5 4 3 2 1 0
7
31.4% 68.6%
28.2%
In-Port Race
71.8%
87.3% 12.7%
19.9%
19% 81%
80.1%
16.2%
75%
83.8%
100%
Legs
9
LEGS & IN-PORT RACE - % OF POINTS OVERALL
PUMA Telefónica Abu Dhabi Sanya
4
Sanya
3
Telefónica Groupama Abu Dhabi PUMA CAMPER
8
1
1
35 16
50
1
0
2
100
2
PUMA Groupama CAMPER Telefónica Abu Dhabi Sanya
103
Honours Board
Five of the six teams celebrated victory in at least one of the offshore legs, with only Team Sanya – racing in an older generation boat – not making it into the winner’s circle. Victory in an offshore leg of the Volvo Ocean Race is recognised as an immense achievement, with leg wins regularly producing iconic visuals as sailors arrive back on dry land exhausted but elated.
Telefónica´s achievement in winning the first three legs meant they captured the lion´s share of media coverage over the first half of the series. As overall race leaders right up until the close of Leg 7, they were constantly referred to as the early pacesetters and barely a report on the race failed to mention them.
The decision to promote the value of the In-Port Series meant there was a second major trophy to be fought for and again the battle raged until the end, with the title not decided until the final day of racing in Galway on July 7.
The Inmarsat award for the best MCM on each leg was a great way to honour the work of the Media Crew Members. Four of the six MCMs walked away with at least one of the leg prizes, while Hamish Hooper of CAMPER won widespread popular acclaim as the overall champion.
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A glance at the Honours Board is all it takes to see how the format of the Volvo Ocean Race shares the spotlight around in a way that benefits every team. While Groupama took away the overall prize for victory in the 2011-12 race, every one of the six teams had reason to celebrate over close to nine months of competitive action.
Four of the six teams were still in contention for overall victory with just around a week’s competitive sailing to go in a race that lasted close to nine months. This was the closest ever finish to a Volvo Ocean Race and the intense competition made for record coverage in the media.
All but one of the teams won at least one of the in-port races that were broadcast live around the world in HD.
The IWC Schaffhausen Speed Record Challenge rewarded the team with the fastest 24-hour run on each leg. CAMPER, Groupama and PUMA shared the honours during the race, with CAMPER being recognised as the overall Speed Kings thanks to their blistering display on the penultimate leg.
The Abu Dhabi Seamanship and DHL Shore Crew Awards recognised achievements that were not necessarily connected with success out on the race course. Individual acts of seamanship and heroic efforts from shore crew provided good news stories across the fleet. Abu Dhabi, Sanya, Groupama and PUMA were all honoured here.
The attention given to the leaders in each of the long offshore legs meant that just being out in front guaranteed widespread coverage. In the same way that breakaway riders in the Tour de France have the cameras trained on them for long periods, the spotlight was firmly on Team Sanya when, for example, they went out in front on Leg 2 and led the fleet out of Auckland at the start of Leg 5.
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Volvo Ocean Race 2011-12
Different ways to win
Closest Race
IWC SCHAFFHAUSEN SPEED RECORD CHALLENGE Place Team
Distance (Nm)
Date
Leg
1
CAMPER with Emirates Team New Zealand
566
14.06.2012
8
2
Team Telefónica
565
14.06.2012
8
3
Groupama sailing team
563
14.06.2012
8
4
PUMA Ocean Racing powered by BERG
559
14.06.2012
8
5
Abu Dhabi Ocean Racing
552
14.06.2012
8
6
Team Sanya
523
14.06.2012
8
Source: Recorded at Race Control through race blackbox telemetry
IWC SCHAFFHAUSEN 24-HOUR RUN – BEST RUN PER LEG (NM) Groupama CAMPER PUMA
553
528
528
511
538
566
478 390
358 Leg 1 Leg 2 Leg 3 Alicante & Cape Town Abu Dhabi & Cape Town & Abu Dhabi Sanya
Leg 4 Sanya & Auckland
Leg 5 Auckland & Itajaí
Source: Recorded at Race Control through race blackbox telemetry
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Leg 6 Itajaí & Miami
Leg 7 Miami & Lisbon
Leg 8 Lisbon & Lorient
Leg 9 Lorient & Galway
The Volvo Ocean Race 2011-12 was characterised by some of the closest racing ever seen in its 39-year history. The boats themselves had never been more evenly matched across a range of conditions and teams packed with the world’s best sailors kept up fierce competition throughout the months of adventure. The battle for overall honours raged throughout, with four teams still harbouring realistic chances with just a week’s sailing left to go. All five of the new boats in the race had appeared on the podium after just one leg and one in-port race. The podium places would continue to be shared around throughout the race, with five different winners of both offshore legs and In-Port Races. Groupama were not confirmed as winners until they crossed the finish line on the very last leg. The In-Port Race Series also
For additional data see page 132
TOP 10 CLOSEST FINISHES RELATIVE TO DISTANCE SAILED Distance Nm Between
Leg
Time gap mm:ss
Sec/ Nm
Leg 4, Sanya-Auckland
5,220
3rd Telefónica and 4th CAMPER
01:33
0.018
Leg 7, Miami-Lisbon
3,590
4th Telefónica and 5th CAMPER
01:42
0.028
Leg 2, Cape Town-Abu Dhabi*
4,065
1st Telefónica and 2nd CAMPER
01:57
0.029
Leg 7, Miami-Lisbon
3,590
1st Abu Dhabi and 2nd Groupama
05:27
0.091
Leg 5, Auckland- Itajaí
6,705
1st Puma and 2nd Telefónica
12:38
0.113
Leg 7, Miami-Lisbon
3,590
5th CAMPER and 6th Sanya
14:16
0.238
Leg 4, Sanya-Auckland
5,220
4th CAMPER and 5th Abu Dhabi
33:40
0.387
Leg 8, Lisbon-Lorient
1,956
2nd CAMPER and 3rd Puma
12:55
0.396
Leg 4, Sanya-Auckland
5,220
5th Abu Dhabi and 6th Sanya
35:08
0.404
Leg 6, Itajaí-Miami
4,800
3rd Groupama and 4th Telefónica
37:35
0.470
Source: Recorded at Race Control through race blackbox telemetry
POINTS OVERALL 250
Groupama CAMPER PUMA Telefónica Abu Dhabi Team Sanya
200
150
100
In-Port Race Galway
In-Port Race Lorient Leg 9 Lorient - Galway
Leg 7 Miami - Lisbon In-Port Race Lisbon Leg 8 Lisbon - Lorient
Leg 6 Itajaí - Miami In-Port Race Miami
Leg 4 Sanya - Auckland In-Port Race Auckland Leg 5 Auckland - Itajaí In-Port Race Itajaí
In-Port Race Alicante Leg 1 Alicante Cape Town In-Port Race Cape Town Leg 2 Cape Town - Abu Dhabi In-Port Race Abu Dhabi Leg 3 Abu Dhabi - Sanya
0
In-Port Sanya
50
Source: Recorded at Race Control through race blackbox telemetry
MAX BOAT SPEED over ground (GPS)
In Auckland, the battle for the third podium place again saw Telefónica edge CAMPER, this time by just one minute 33 seconds after 5,220 nautical miles. On the run-in to the finish line in Lisbon, winners Abu Dhabi were just 150 metres ahead of secondplaced Groupama after crossing the Atlantic, while Telefónica beat CAMPER for fourth place by just 102 seconds.
38
38
40
36
32 31
30
31
30
28
Knots
33
34 32
29
produced an impossibly tight finish, with Abu Dhabi Ocean Racing, CAMPER with Emirates Team New Zealand, PUMA Ocean Racing powered by BERG and Groupama sailing team all in contention on the very last day of sailing of the 2011-12 edition. The closest race for victory in an offshore leg saw Telefónica (1st) and CAMPER (2nd) come in with just one minute and 57 seconds between them after more than 4,000 nautical miles racing on the first stage of Leg 2.
Groupama CAMPER PUMA Telefónica Abu Dhabi Team Sanya
42
36
The fleet during the Pro-Am Race in Lorient, France
28 26 24 22 20 18 Leg 1
Leg 2
Leg 3
Leg 4
Leg 5
Leg 6
Leg 7
Leg 8
Leg 9
Source: Recorded at Race Control through race blackbox telemetry
107
Volvo Ocean Race 2011-12
The gap of 1 min 33 secs between Telefónica and CAMPER finishing Leg 4 in Auckland was equivalent to a time gap of less than half a second (0.41) between two runners finishing a marathon
Race in Numbers
Team Telef贸nica lead the fleet, at the start of leg 9 from Lorient, France
108
For additional data see page 132
Maximum speed through water, Abu Dhabi, Leg 8, Lisbon to Lorient 14.06.2012
62o
Maximum averaged angle of heel, Abu Dhabi, Leg 5, Auckland to Itajaí, 18.03.2012
70 knots
Maximum wind speed, PUMA Ocean Racing powered by BERG, Leg 5, Auckland to Itajaí, 19.03.2012
5.3o
Minimum sea temperature, CAMPER with Emirates Team New Zealand Leg 5, Auckland to Itajaí, 11.04.2012
32.1o
Maximum sea temperature, Abu Dhabi Ocean Racing, Leg 2, Cape Town to Abu Dhabi, 24.12.2011
980
Minimum barometric pressure, Team Telefónica, Leg 5, Auckland to Itajaí, 21.03.2012
1032
Maximum barometric pressure, CAMPER with Emirates Team New Zealand Leg 1, Alicante to Cape Town, 23.10.2011
16.3 metres
Maximum wave height, CAMPER with Emirates Team New Zealand, Leg 5, Auckland to Itajaí, 25.03.2012
58º 50.73N
Most southerly point reached, PUMA Ocean Racing powered by BERG, Leg 5, Auckland to Itajaí, 28.03.2012
42º 57.12N
Most northerly point reached, Abu Dhabi Ocean Racing, Leg 7, Miami to Lisbon, 27.05.2012
Source: Recorded at Race Control through blackbox telemetry
109
Volvo Ocean Race 2011-12
42 knots
Volvo Ocean Race 2014-15
110
The introduction of the new one-design boat for the next edition of the race in 2014-15 is a major step in broadening the platform for entry and helping the race achieve the stated goal of increasing the size of the fleet – without sacrificing the quality of a world class sports event.
The Volvo Ocean 65 »»
The next two editions of the Volvo Ocean Race will be raced in the 65-foot one-design, meaning all the boats will be identical and putting more emphasis on the racing on the water.
»»
The new boat is being designed, engineered and built to be competitive for a minimum of two races around the world.
Budget »»
The cost to teams for each boat, including a full set of sails, will be less than 5 million euros.
»»
It will now be possible to mount a competitive campaign for between 12 and 15 million euros, including the cost of the boat.
»»
As the boats will compete in a minimum of two editions, the boat cost is effectively reduced by 50 percent for teams competing in two editions, while boosting the re-sale value for those choosing to do only one.
»»
There will be shared shore support and spare parts pooling for all teams, which will translate into further significant cost reductions.
Crew size »»
The boats will have a crew of eight sailors plus one Media Crew Member.
»»
All-female teams will be allowed two extra crew members, making a total of 10 plus one MCM.
Construction »»
The boat will be equipped with the latest multimedia and satellite communication equipment, meaning content coming from the oceans will be richer than ever before.
»»
The new boat is being designed by Farr Yacht Design in the United States. The company has been responsible for five winning entries in the first 11 editions of the race.
»»
Green Marine in the United Kingdom is leading a consortium of four boatyards constructing the new one-design. The others are Decision in Switzerland, Multiplast in France and Persico in Italy.
Timeline Mould construction began on time in August 2012 Early 2013 – Announcement of route for 2014-15 edition First boat will be launched in June 2013 Every seven weeks a new boat to be launched Current set of moulds can produce up to 10 boats
111
Volvo Ocean Race 2011-12
Broadening the platform
Onboard Content Factory
PUMA Ocean Racing powered by BERG
112
Moving to a one-design class of boat for at least the next two editions is a massive undertaking but one that is entirely in keeping with a race that has never been afraid to innovate, not least in the introduction of new communications technology.
Early years 1973-86 »» Only HF (High Frequency) Radio Telephone on board »» Teams reported in once each week to Portishead Radio Station, then transferred to Race HQ
1989-90 »» Argos satellite tracking »» First TV footage from yachts, microwaved off at key points close to land
1993-94 »» First text off yachts via Sat Com C »» First grainy images off yachts were developed on board, scanned and sent »» First satellite communications via phone »» Fax polling provided information to the outside world »» Data speed off yachts - 9.6kbps
1997-98 »» First videos, emails, and digital cameras on board »» First media desk and event website, the biggest single event sports site in the world »» First fixed cameras on board »» Two Inmarsat C and one Inmarsat B satellite dishes »» Data speed off yachts – 64kbps
2001-02 »» Two telephone lines on board »» Online content broadened to include a global ocean adventure programme for schools »» Data speed off yachts – 64 kbps
2005-06 »» First mobile platform »» First video conferencing »» Integration of YouTube as an online video distribution outlet »» Race offers first mobile platform »» Data speed off yachts – 128 kbps
2008-09 »» First HD TV footage and teleconferencing off the yachts »» First official Race Game »» Expanded online platform »» First iPhone App »» First dedicated Media Crew Member »» Data speed off yachts – 492 kbps
2011-12 App App
»» Fleet monitored 24/7 from dedicated new Race Control in Alicante »» First mobile app for Android »» Race Game goes mobile with dedicated app »» Data speed off yachts – 492 kbps »» Live HD television produced on board »» Live tracking with 60-second updates 113
Volvo Ocean Race 2011-12
Communication innovation
Museo Volvo Ocean Race
114
Volvo Ocean Race 2011-12
Behind the scenes at the Museum The Volvo Ocean Race threw open the doors to a brand new interactive museum in Alicante in June, just as the 2011-12 race was approaching its thrilling climax. The museum, designed by architects Mather & Co., gives visitors a chance to experience for themselves the extreme challenges faced by Volvo Ocean Race sailors. Operating in partnership with the regional Valencia government, the state-of-the-art museum is designed to inspire new generations of fans and represents a striking investment in the city of Alicante – the race’s home since 2010. “It is with tremendous pride that we are opening the doors to the Museo Volvo Ocean Race, a new and unique project that will surprise, delight and inform thousands of visitors each year,” Volvo Ocean Race CEO Knut Frostad said at the inauguration. “Alicante is our home and we are thrilled to say we can welcome our neighbours to visit.” The Museum looks over the high-tech Race Control room (see page 12-13) and offers visitors a chance to learn how the boats stay in contact from the oceans. Other exhibits include:
History of the race Learn about the 11 editions of a race that began life in 1973 as the Whitbread Round the World Race and has provided the world’s toughest sporting challenge ever since.
Life on deck
A tour through the boats themselves and the trials of life at sea – from freeze-dried food to extremes of temperature few of us will ever experience.
The oceans today Learn about marine ecosystems and how mankind is threatening the survival of these habitats.
Technology Interactive exhibits take you through the cutting edge technology on board the boats, how they are tracked from the most remote locations on earth and HD video is transmitted back live.
Heroes and legends The extreme challenge of this regatta has made heroes of its crew members, with many taking on the status of legends for their sacrifice and achievement.
Volvo Ocean Race Museum in Göteborg Volvo also opened a Volvo Ocean Race section of the Volvo museum in Göteborg in 2011.
More information: www.facebook.com/MuseoVolvoOceanRace www.twitter.com/MuseoVolvoOcean www.youtube.com/MuseoVolvoOceanRace 115
Gallery: Emotion
116
117
Volvo Ocean Race 2011-12
Gallery: Guest Book
118
Princess Letizia of Spain is declared godmother of Telefónica during a christening ceremony at the Alicante Race Village.
His Highness Sheikh Sultan Bin Tahnoon Al Nahyan, Chairman of Abu Dhabi Tourism Authority, and Team Telefónica skipper Iker Martinez. from Spain at the finish of Leg 2 in Abu Dhabi.
Olympic gold medallist swimmer Luo Xue Juan on board with Team Sanya during the start of Leg 4 from Sanya, China to Auckland, New Zealand.
His Highness Sheikh Nahyan bin Mubarak Al Nahyan, Minister of Higher Education and Scientific Research UAE, and former British Prime Minister Tony Blair at the Etihad Airways In-Port Race in Abu Dhabi.
England international cricketers Alistair Cook and Graeme Swann who jumped from Abu Dhabi’s Azzam during the start of Leg 3 from Abu Dhabi, UAE to Sanya, China.
Scissor Sisters lead singer Ana Matronic on board PUMA’s Mar Mostro during the Pro-Am Race in Abu Dhabi.
Britain’s Prince Andrew joins Abu Dhabi Ocean Racing, skippered by Ian Walker from the UK, for the Etihad Airways In-Port Race in Abu Dhabi.
Cavaco Silva, President of the Portuguese Republica and his First Lady at the start of Leg 8 in Lisbon, Portugal.
Volvo Ocean Race 2011-12 Surfer Laird Hamilton prepares to board PUMA’s Mar Mostro in Alicante.
South African international Bryan Habana from the DHL Stormers rugby team tries the Grinding Challenge in the Cape Town Race Village.
Crown Prince Felipe of Spain meeting skipper Mike Sanderson and the crew of Team Sanya at the Race Village, Alicante, Spain.
Toni Street, TVNZ ONE News sports reporter and presenter of Saturday Breakfast, on board CAMPER at the start of Leg 5 from Auckland, New Zealand to ItajaĂ, Brazil.
Footballing legend Luis Figo and Abu Dhabi Ocean Racing skipper Ian Walker get ready for the start of Leg 8, from Lisbon, Portugal to Lorient, France.
Prince Carl Philip of Sweden and PUMA skipper Ken Read at the Iberdrola In-Port Race in Alicante.
Fernando Torres visits the Alicante Race Village with the rest of the Spanish national team, ahead of their Euro 2012 qualifier against Scotland.
Football icon Zinedine Zidane of France at the start of Leg 1 from Alicante, Spain to Cape Town, South Africa.
119
Additional data
Contents
120
Television
121
Online
123
123
Radio
124
Media Accreditations
124
www.volvooceanrace.com
125
www.volvooceanracegame.com
127
Race Trackers
128
128
YouTube
130
Livestream
130
Volvo Ocean Race Experience
131
Race Statistics
132
Additional data
Television Number of Broadcasts by genre
Average TV audience per broadcast by period/genre
Average TV Audience per Broadcast by Period/Genre 7,000
2,500,000
Dedicated
5,000
Dedicated TV News
Other
5,000
1,500,000
6,000
Other TV News
6,000
2,000,000
Average Audience
Number of Broadcasts by Genre 7,000 Number of Broadcasts by Genre TV News
Dedicated Other
4,000
4,000
3,000
3,000
2,000
1,000,000
500,000
2,000
0 Pre Race + Leg 1 + Alicante Cape Town
Leg 2 + Abu Dhabi
Leg 3 + Sanya
Leg 4 + Auckland
Leg 5 + Itajaí
Leg 6 + Miami
1,000
1,000
Leg 7 + Lisbon
Leg 8 + Lorient
0
Leg 9 + Galway
0
Source: IFM/SMS October 10, 2011-July 20, 2012
Source: IFM/SMS October 10, 2011-July 20, 2012
Average Race TV Value per broadcast by period/genre (in €)
Average TV Publicity Value per Broadcast by Period/Genre
90,000 Other
Race TV Value
Publicity Value
80,000
Dedicated
70,000
TV News
60,000 50,000 40,000 30,000 20,000
0
Pre Race + Alicante
Leg 1 + Cape Town
Leg 2 + Abu Dhabi
Leg 3 + Sanya
Leg 4 + Auckland
Leg 5 + Itajaí
Leg 6 + Miami
Leg 7 + Lisbon
Leg 8 + Lorient
Appendix
10,000 Leg 9 + Galway
Source: IFM/SMS October 10, 2011-July 20, 2012
TV News: Total Hours of coverage by market
Tv News Total Hours of Coverage by Market Tv News Total Hours of Coverage by Market France China Spain Portugal New Zealand Brazil UAE Ireland USA Germany South Africa UK Italy Sweden Netherlands 0
Source: IFM/SMS October 10, 2011-July 20, 2012 0
0.125
0.25
0.375
0.5
0.125
0.25
0.375
0.5
TV News: Average Audience & Value per broadcast (in €) TV News: Average Audience per Broadcasts & Average Publicity Value per Broadcast 1,600,000
AverageAudience Audience Broadcast Average perPer Broadcast
45,000
AveragePublicity TV News Value Per Broadcast Average Value per Broadcast 1,400,000
40,000 1,200,000 35,000 1,000,000
30,000
800,000
25,000 20,000
600,000
15,000 400,000 10,000
Average Audience Broadcast Average Audience per Per Broadcast
Average TV News Value Per Broadcast Average Publicity Value per Broadcast
50,000
200,000
5,000
0
0 Pre Race + Alicante
Leg 1 + Cape Town
Leg 2 + Abu Dhabi
Leg 3 + Sanya
Leg 4 + Auckland
Leg 5 + Itajaí
Leg 6 + Miami
Leg 7 + Lisbon
Leg 8 + Lorient
Leg 9 + Galway
Source: IFM/SMS October 10, 2011-July 20, 2012
121
Additional data
Television TV News: Cumulative Audience
TV News: Cumulative Audie
1,500,000,000
1,500,000,000 TV News: Cumulative audience
TV News: Hours of coverage 1,200,000,000
1,200,000,000
TV News: Cumulative Audience
2008-2009 2011-2012
900,000,000
TV News: Hours of Coverage
1,500,000,000 1,283,438,532
600,000,000
60:00:00
2008-2009 2011-2012
48:00:00
869,384,590
54:11:53
24:00:00
+48% growth 2008-2009 2011-2012
900,000,000
0
1,283
600,000,000
1,200,000,000
300,000,000
36:00:00
2008-2009 2011-2012
900,000,000
869,384,590
300,000,000 0
53:53:41
1,283,438,532
600,000,000 869,384,590
12:00:00
300,000,000
0:00:00
0 Source: IFM/SMS October 10, 2011-July 20, 2012 TV News: Cumulative Audience
Source: IFM/SMS October 10, 2011-July 20, 2012
1,500,000,000
1,500,000,000
Other programmes: average Audience per broadcast 1,200,000,000
dedicated coverage: hours of coverage 1,200,000,000
2008-2009
2011-2012 Other Programmes: Average Audience per Broadcast
900,000,000
2008-2009 2011-2012
1,283,438,532
600,000,000 +33% growth
300,000
300,000,000 0
43% growth
300,000,000 0 4707:58:25
1920:00:00
259,505 259505.7888
100,000
869,384,590
2880:00:00
344,433 344433.2318
3296:38:38
960:00:00
50,000
0:00:00
0 Source: IFM/SMS October 10, 2011-July 20, 2012
Source: IFM/SMS October 10, 2011-July 20, 2012
Number of TV Broadcasts – Growth
Number of Broadcasts Growth
9,000 Growth in Number of Broadcasts
Number of Broadcasts
8,000
Number of Broadcasts by Period
7,000 6,000 5,000 4,000 3,000 2,000 1,000 0
366
878
1,001
1,053
931
1,284
905
933
822
796
Pre Race + Alicante
Leg 1 + Cape Town
Leg 2 + Abu Dhabi
Leg 3 + Sanya
Leg 4 + Auckland
Leg 5 + Itajaí
Leg 6 + Miami
Leg 7 + Lisbon
Leg 8 + Lorient
Leg 9 + Galway
110,792,146
89,941,316
67,230,005
79,503,909
Leg 6 + Miami
Leg 7 + Lisbon
Leg 8 + Lorient
Leg 9 + Galway
Source: IFM/SMS October 10, 2011-July 20, 2012
Cumulative TV audience – growth
Audience Growth 1,600,000,000 Accumulated global TV audience
1,400,000,000
Global TV audience by leg
1,200,000,000 1,000,000,000 800,000,000 600,000,000 400,000,000 200,000,000 0
Pre Race + Leg 1 + Alicante Cape Town
Source: IFM/SMS October 10, 2011-July 20, 2012
122
302,974,478
287,795,553 159,764,441
171,847,640
Leg 2 + Abu Dhabi
119,465,550
Leg 3 + Sanya
Leg 4 + Auckland
166,202,031
Leg 5 + Itajaí
1,283
600,000,000
3840:00:00
250,000
150,000
2011-2012
Dedicated Coverage: Hours of Coverage
4800:00:00
869,384,590
200,000
2008-2009
900,000,000
400,000 350,000
TV News: Cumulative Audien
Additional data
Television / Online / Print
Hours of Coverage Growth
Hours of TV Coverage – Growth and by period 4800:00:00 Hours of Coverage
Growth in Hours of Coverage Hours of Coverage by Period
Hours of coverage
3840:00:00 2880:00:00 1920:00:00 960:00:00 0:00:00
532:48:42 137:58:06 326:14:15 440:32:46 585:37:31 505:14:16 631:42:06 547:42:40 569:09:47 539:54:35 532:49:42 137:58:06 Pre Race + Leg 1 + Pre Race + Cape Leg Town 1 + Alicante
Leg 2 + Leg Dhabi 2 + Abu
Leg 3 +
Leg 3 + Sanya Alicante Source: IFM/SMS October 10, 2011-July 20, 2012 Cape Town Abu Dhabi Sanya
Leg 4 + Leg 4 + Auckland
Leg 5 +
Leg 5 + Itajaí Itajai
Auckland
Leg 6 +
Leg 6 + Miami Miami
Leg 7 +
Leg 7 + Lisbon Lisbon
Leg 8 +
Leg 8 + Lorient Lorient
Leg 9 +
Leg 9 + Galway Galway
Race TV Value – Growth (in €)
Publicity Value Growth 140,000,000 GrowthininPublicity TV Value Value Growth TV ValueValue By Period Publicity by Period
TV ValueValue Publicity
120,000,000 100,000,000 80,000,000 60,000,000 40,000,000
8,079,903 9,770,758
0
Pre Race + Leg 1 + Alicante Cape Town Source: IFM/SMS October 10, 2011-July 20, 2012
11,522,058
25,236,944
Leg 2 + Abu Dhabi
11,582,856 17,569,083 18,219,968 15,155,513 12,770,572
Leg 3 + Sanya
Leg 4 + Auckland
Leg 5 + Itajaí
Leg 6 + Miami
Appendix
20,000,000
9,923,751
Leg 7 + Lisbon
Leg 8 + Lorient
Leg 9 + Galway
Average Daily Online News Per leg & Stopover Average Daily Online News per Leg+Stopover 300 2008-2009
2011-2012
2008-2009 Daily Average
2011-2102 Daily Average
Average Daily News
250
2,073
200
89.9% growth
150 248
221
100
226
223
50
117
96
108
103
110
85
73
226
202 202
174
154
205 205
131
110
194 194
1,092
159
0 Pre Race + Alicante
Leg 1 + Cape Town
Leg 2 + Cochin/Abu Dhabi
Leg 3 + Leg 4 + Leg 5 + Singapore/Sanya Qingdao/Auckland Rio de Janeiro/Itajaí
Leg 6 + Boston/Miami
Leg 7 + Galway/Lisbon
Leg 8 + Goteborg/Lorient
Leg 9 + Stockholm/Galway
Source: 2008-09 data - Meltwater News September 20, 2008-July 12, 2009. 2011-12 data - Meltwater News from October 10, 2011-July 20, 2012
Print Articles: number of articles
Print Articles: number of event mentions
Number of Men,ons
Number of Articles 40,000
14,000 2008-2009
12,000
2011-2012
2008-2009
16% growth
2011-2012
8,000 6,000
54.8% growth
30,000
10,000
11,407
4,000
13,266 13,266 (+16%)
38,581 38,581 (+55%)
20,000
10,000
24,931
2,000 0
Source: IFM/SMS October 10, 2011-July 20, 2012
0
Source: IFM/SMS October 10, 2011-July 20, 2012
123
Additional data
Print / Radio / Accreditations
PRINT: Readership by geographic reach of publication / growthin inReadership readership Readership by Geographic Reach of Publication/Growth 1200
8
Regional National
National 7
1000
6 800
5
385
327
600
437
3 290
321 316
355
269
Pre Race + Alicante
229
513
507
200
4
584
411
420
219
400
0
Leg 1 + Cape Town
Leg 2 + Abu Dhabi
Leg 3 + Sanya
361
Leg 4 + Auckland
Leg 5 + Itajai
275
212
166 Leg 6 + Miami
Leg 7 + Lisbon
199
Leg 8 + Lorient
Leg 9 + Galway
1,500,000,000
2011-2012
1,283,438,532 2,500,000,000 3,000,000,000
276.1% growth 2011-2012
0
2008-2009 2011-2012
Radio: Cumulative Audience 2008-2009 600,000,000
2011-2012 2008-2009
869,384,590 2,000,000,000 2,500,000,000
300,000,000
3,000 2,000,000,000
900,000,000
3,000,000,000
2008-2009
4,000 2,500,000,000
1,200,000,000
Radio: Cumulative Audience
2008-2009
Radio: Number of900,000,000 Broadcasts Radio: Cumulative Audience 600,000,000 2008-2009
0
Radio:Cumulative Audience
1,200,000,000
2011-2012
1
TV News: Cumulative Au
1,500,000,000
Radio: Number of broadcasts
5,000 3,000,000,000
2
TV News: Cumulative Audience
Source: IFM/SMS October 10, 2011-July 20, 2012
6,000
Growth in Readership (in billions)
Readership per period (In millions)
Growth Growthinincumulative Readership readership Regional
869,384,590
300,000,000
2011-2012 112.5% growth
1,500,000,000 2,000,000,000
0
5,529
2,483,409,552 1,000,000,000 1,500,000,000
2,000 1,500,000,000 1,000 1,000,000,000 0
2,483,409,552
1,168,860,000
0 500,000,000
1,168,860,000
500,000,000
1,168,860,000
500,000,000 1,000,000,000
2,483,409,552
1,470
0
Source:0 USB Content and IFM/SMS October 10, 2011-July 20, 2012
Source: USB Content and IFM/SMS October 10, 2011-July 20, 2012
Media accreditations geographical distribution Accreditations–Geographical Distribution From Europe From Asia From America EUROPE From Africa From Oceania
2% 14%
ASIA
40%
AMERICA
Media accreditations – by Stopover Stopover
Accredited Journalists
Nationalities
Alicante
711
44
407
Cape Town
96
13
75
Abu Dhabi
362
44
180
Sanya
417
19
223 115
Auckland
173
23
AFRICA
Itajaí
262
9
156
OCEANIA
Miami
187
30
135
17%
27%
Lisbon
246
26
179
Lorient
212
26
166
Galway
288
32
231
Total
2,954
86
1,102
Average
295
27
187
Volvo Ocean Race TV News: CumulativeSource: Audience
Source: Volvo Ocean Race
1,500,000,000
1,500,000,000
1,200,000,000 2008-2009 Number of Accredited Journalists 900,000,000
3,500 2008-2009 2011-2012
600,000,000 12.3% growth
2,500
1,500
1,200,000,000
2008-2009 Nationalities of Accredited Journalists
2011-2012
900,000,000
100 1,283,438,532 869,384,590
80
300,000,000
60
2,000
2,954 2,954
0 Source: Volvo Ocean Race
124
1 869,384,590
2008-2009 2011-2012 83.0% growth
0
2,631
2011-2012
600,000,000 300,000,000 0
86 86
40
1,000 500
TV News: Cumulative Aud
number of nationalities of accredited journalists
Number of accredited journalists
3,000
Media Outlets
20 0 Source: Volvo Ocean Race
47
Additional data
www.volvooceanrace.com
volvooceanrace.com – Average Daily visits / average daily unique visits 450,000
Leg 8
400,000
Leg 9 350,000
Average Daily Visits
300,000
250,000
Leg 4
Leg 5
Leg 1
Leg 6 200,000
Leg 7 Leg 2
150,000 Leg 3 100,000
50,000
0
0
10,000
20,000
30,000
40,000
50,000
60,000
Average Daily Unique Visitors
Source: Google Analytics October 10, 2011-July 20, 2012 Size of the bubble relates to the total amount of visits to the site during each leg. Consider that Leg 8 & 9 were both legs of short duration but daily averages increased considerably.
volvooceanrace.com – average page views per day (by period and language) Volvooceanrace.com - Average Page Views Per day (by period and language)
1,600,000 CHN
1,400,000
ESP FRA
1,200,000
ENG
1,000,000 800,000 600,000 400,000
Appendix
Galway
Leg 9
Lorient
Leg 8
Lisbon
Leg 7
Miami
Leg 6
Itajai
Leg 5
Auckland
Leg 4
Sanya
Leg 3
Abu Dhabi
Cape
Leg 2
Leg 1
0
Alicante
200,000
Source: Google Analytics October 10, 2011-July 20, 2012
volvooceanrace.com – total page views (by language) Volvooceanrace.com - Total Page Views (by language)
Volvooceanrace.com – Top 10 countries France
90,000,000 Pageviews (EN)
80,000,000 79,468,175
70,000,000
Pageviews(FR)
Spain United States New Zealand
60,000,000
Pageviews (ES)
United Kingdom
50,000,000
Pageviews (CN)
Netherlands Germany
40,000,000
Sweden
30,000,000
32,994,715
Canada
20,000,000
Australia
10,000,000
14,119,669
209,802
0
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
0 Visits
Source: Google Analytics October 10, 2011-July 20, 2012
Source: Google Analytics October 10, 2011-July 20, 2012
TIME ON SITE (MINUTES)
VOLVOOCEANRACE.COM – Geographical distribution Africa 1.44%
40
volvooceanrace.com volvooceanracegame.com americascup.com sailing.org
Other 0.58%
(not set)
Asia 2.68%
Africa
Oceania 9.09%
30 Europe 67.97%
Asia
20 Oceania
10 0 July 2011
Source: Alexa July 2011-July 2012
Americas 18.23%
Americas
July 2012
a
Source: Google Analytics October 10, 2011-July 20, 2012
125
Additional data
www.volvooceanrace.com
Mobile Devices Visits: Operating System volvooceanrace.com – mobile devices visits 0.43% 1.74%
Daily PAGE VIEWS volvooceanrace.com wtatennis.com wrc.com
0.39%
5000 15.01%
iOs Android Blackberry Symbian Os
20,000
Windows
40,000
82.43%
80,000
July 2011 Source: Google Analytics October 10, 2011-July 20, 2012
Source: Alexa July 2011-July 2012
DAILY REACH (PERCENT)
DAILY PAGE VIEWS (PERCENT) volvooceanrace.com wtatennis.com wrc.com
volvooceanrace.com wtatennis.com wrc.com 0.04
0.002
0.03
0.0015
0.02
0.001
0.01
0.0005
0 July 2011
0 July 2011
July 2012
Source: Alexa July 2011-July 2012
TIME ON SITE (MINUTES)
volvooceanrace.com wtatennis.com wrc.com
10
July 2012
Source: Alexa July 2011-July 2012
DAILY PAGE VIEWS PER USER
12
July 2012
8
volvooceanrace.com wtatennis.com wrc.com
15
10
6 4
5
2 0
July 2011
July 2012
Source: Alexa July 2011-July 2012
0
July 2011
Source: Alexa July 2011-July 2012
Daily PAGE VIEWS (PERCENT)
Daily PAGE VIEWS per user
volvooceanrace.com volvooceanracegame.com americascup.com sailing.org
0,0015
volvooceanrace.com volvooceanracegame.com americascup.com sailing.org
10
0,001
5
0,0006
0
0 July 2011
Source: Alexa July 2011-July 2012
126
July 2012
July 2012
July 2011
Source: Alexa July 2011-July 2012
July 2012
Additional data
www.volvooceanrace.com / www.volvooceanracegame.com VOLVOOCEANRACE.COM – CUMULATIVE VISITS
50,000,000 2008-09 2011-12
41,580,298 40,081,850
40,000,000 36,251,748 32,770,205
30,000,000
77.7% growth
28,010,877 23,404,994
21,203,118
22,503,670
21,727,605
20,000,000 16,031,200
20,294,169
17,678,652
11,936,475 11,492,115
10,000,000
7,086,364
9,039,301 6,785,346 3,826,950
838,534
384,689
0
Pre-Race Leg 1 Leg 2 & Alicante & Cape Town & Abu Dhabi
Leg 3 & Sanya
Leg 4 & Auckland
Leg 5 & Itajaí
Leg 6 & Miami
Leg 7 & Lisbon
Leg 8 & Lorient
Leg 9 & Galway
Source: 2008-09 data - Google Analytics September 20, 2008-July 12, 2009. 2011-12 data - Google Analytics October 10, 2011-JULY 20, 2012
Appendix 53,759 87,021
139,165
Leg 9
42,373 112,588
Leg 8 Göteborg Lorient
129,860
115,220
39,993 Galway Lisbon
Leg 7
43,217 86,866 Boston Miami
Leg 6
112,149
216,148
237,603 Rio de Janeiro Itajaí
52,839 111,907
131,560 Leg 5
53,433 122,422 Chingdao Auckland
137,610 205,474 Leg 4
37,075 68,851 Singapore Sanya
129,001 142,310 Leg 3
63,051 85,397 Cochin Abu Dhabi
Leg 1
0
Alicante Alicante
50,000
18,319 34,134
150,000 100,000
142,582 166,506
200,000
Leg 2
250,000
Cape Town Cape Town
117,746 210,843
300,000
61,175 98,967
350,000
105,947 198,450
400,000
Stockholm Galway
450,000
371,926
405,739
VOLVOOCEANRACE.COM – CUMULATIVE PAGE VIEWS
Source: 2008-09 data - Google Analytics September 20, 2008-July TV 12, 2009. 2011-12 data - GoogleAudience Analytics October 10, 2011-July 20, 2012 News: Cumulative
1,500,000,000
VOLVOOCEANRACE.COM – PLAYER INCOME (IN US$)
website average daily visits 1,200,000,000 100,000
Average Daily Visits
80,000
900,000,000
2008-2009 2011-2012
2008-2009 2011-2012 48.7% growth
less than $10.00 1,283,438,532
600,000,000
92,909
300,000,000 60,000
62,413 40,000 20,000
0
869,384,590
$10.00-$50.00 $50.00-$75.00 $75.00-$100.00 $100.00-$150.00 more than $150.00 0
165
330
495
660
825
990
0 Source: Google Analytics October 10, 2011-July 20, 2012
Source: Volvo Ocean Race survey of 2,713 players June 10-12, 2012
127
Additional data
www.volvooceanracegame.com / Race Trackers / Facebook How you hear about Volvo Ocean Race Game How did dyid ou hear about Volvo Ocean Race Game Volvooceanracegame.com – how did you hEAR ABOUT IT? 2011-‐2012 2011-‐2012
What is your evel level of educa2on VolvoOceanRaceGame.com education What is ylour o–f players’ educa2on 3%
15%
3%
3% 3%
I played last edition I played last edition
15%
24%24%
University degree degree University
a family member, or co-worker FromFrom a family member, friendfriend or co-worker
40%40%
Professional educa4on Professional educa4on 53% 29%
and advertisement around MediaMedia and advertisement around VolvoVolvo Ocean 2011-2012 Ocean RaceRace 2011-2012
Primary Primary educa4on educa4on
53%
29%
ViaVolvo the Volvo Ocean website Via the Ocean RaceRace website
10%10%
Other Other
OtherOther 23%23%
Source: Volvo Ocean Race survey of 2713 players June 10-12, 2012
Source: Volvo Ocean Race survey of 2713 players June 10-12, 2012
Volvo Ocean Race Tracker – Daily Visits & Daily Views 160,000 140,000 Leg 8
Leg 4
Leg 7
120,000
Average Daily Visits
100,000
Leg 6
Leg 5
Leg 1
Leg 9
Leg 2
80,000 60,000
Leg 3
40,000 20,000 0
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
3,500,000
4,000,000
Average Daily Page Views
Source: Géovoile November 5, 2011-July 8, 2012 Size of the bubble relates to the total amount of visits to the Race Tracker during each leg. Consider that Leg 8 & 9 were both legs of short duration but daily averages increased considerably.
TV News: Cumulative Audienc
1,500,000,000
Race Tracker – Average Daily Page Views
Volvo Ocean Race Tracker – Average Daily Views 1,200,000,000
Race Tracker - Average Daily Page Views 3,928,305
2011 - 2012 2008 - 2009 Race Average Last Race Average
1,400,000
3,001,009
2,216,984
2,000,000 1,789,516 1,498,254
1,477,222 1,233,143
1,000,000
843,756
725,311
234,276
0
Leg 1
Leg 2
258,907
Leg 3
339,409
279,305
Leg 4
Leg 5
226,899
Leg 6
220,915
196,869
Leg 7
Leg 8
281,627
2008-2009 2011-2012
300,000,000 535.9% growth
0
400,000 200,000
224,562
Source: Géovoile November 5, 2011-July 8, 2012
Facebook: Benchmark against other sailing properties
Facebook: Engagement on outbound marketing ENGAGEMENT ON OUTBOUND MARKETING
250,000 Volvo Ocean Race
200,000
Admin Wall Posts
Likes on Admin Posts
Comments on Admin Posts
Shares on Admin Posts
America’s Cup
Oman Sail
Cammas Groupama
PUMA Ocean Racing
20,000 15,000 10,000 5,000
6%
8% 10% 12% Engagement
14%
16%
11 -1 0/
4% 20%
/9 /
2% 18%
10
0
15 /1 1 -1 0/ 11 29 /6 /1 /1 1 111 11 / /2 12 0/ /1 11 1 -1 1/ 12 26 /4 /1 /1 1 112 12 /1 /1 0/ 8/ 11 11 -1 2/ 24 1/ /1 1/ 1 12 -1 1/ /7 15 /1 /1 2 21/ 21 1/ /1 29 2 /1 22/ 2/ 4/ 12 12 /1 22/ 18 2/ /1 26 2 /1 23/ 3/ 3/ 11 12 /1 23 /1 3/ 7/ 25 12 /1 23/ 31 4/ /1 8/ 2 12 -4 /1 4/ 4/ 22 12 /1 24/ 28 5/ /1 6/ 2 12 -5 /1 5/ 2/ 20 12 /1 25/ 26 6/ /1 3/ 2 12 -6 6/ /9 17 /1 /1 2 26/ 23 7/ /1 1/ 2 12 -7 /7 /1 2
0
Oracle Team USA
3/ 11
Maxi Banque Populaire
25,000
10 /2
Abu Dhabi Ocean Racing
Likes/Comments/Shares
30,000
150,000
50,000
Engagement equals number of page fans divided by “people talking about this” as of July 20, 2012. Size of the bubble relates to the amount of fans of each property.
Source: Source: Simply Measured October 10, 2011-July 20, 2012
128
869,384,590
600,000
Leg 9
Source: Géovoile November 5, 2011-July 8, 2012
Number of fans
1,427,965
1,000,000 800,000
1,283,4
600,000,000
1,200,000
0
100,000
2011-2012
Source: Simply Measured October 10, 2011-July 20, 2012
200 180 160 140 120 100 80 60 40 20 0
Admin Posts
3,000,000
900,000,000
1,600,000 Average Daily Page Views
4,000,000
2008-2009
10 /9 10 /11 /2 -10 3 11 /11 /1 /6 -1 11 /11 0/ /2 -11 12 0/1 /1 /4 1-1 12 /11 1/ /1 -12 8 / 1/ /11 1 1/ -1 1/ 12- 2/ 15 1/ / 7 1/ 12- /1 29 1/ 2/ /12 21 12 -2 / / 2/ 12- 4/ 26 2/ 1 3/ /12 8 11 -3 / 3/ /12 3/ 25 -3 /1 / 4/ 12- 7 8/ 3/ 4/ 12- 31 22 4/ 1 / 5/ 12- 4/ 6/ 4/ 5/ 12- 28 20 5/ 1 / 6/ 12- 2/ 3/ 5/ 6/ 12- 26 17 6/ 9 / 7/ 12- /1 1/ 6/ 12 23 -7 /7 /1
Total Impressions 10 /9 10 /11 /2 -10 3 / 11 /11 15/ /6 -1 1 0 11 /11 /2 /2 -11 9/ 0 / 12 /11 12 /4 -1 /1 1 / 12 11 /2 /1 12 6/ 8/ / 1 10 1/ 1-1 /1 1 2 1/ /12 /2 15 -1 4/ /1 /7 1/ 2-1 /12 29 /2 2/ /1 1/1 12 2-2 2 /1 /4 2/ 2-2 /12 26 /1 3/ /1 8/1 11 2-3 2 / 3/ 12- /3/1 25 3/ 2 /1 17 4/ 2-3 /12 8/ /3 1 1 4/ 22 2-4 /12 /1 /14 5/ 2-4 /12 6/ /2 5/ 12 8/1 20 -5 2 /1 /12 2 / 6/ -5/ 12 3/ 26 6/ 1 17 2-6 /12 /1 / 2 9/ 7/ -6/ 12 1/ 23 12 /1 -7 2 /7 /1 2
Total Reach
Page Views
Engaged Users
0
Source: Simply Measured October 10, 2011-July 20, 2012
Source: Simply Measured October 10, 2011-July 20, 2012
Facebook: Total Reach and engaged users
TOTAL REACH & ENGAGED USERS
3,000,000
Total Reach 120,000
2,500,000 100,000
2,000,000 80,000
1,500,000 60,000
1,000,000 40,000
500,000 20,000
Source: Simply Measured October 10, 2011-July 20, 2012
Facebook: impressions and page views
25,000,000
Total Impressions
60,000
20,000,000
50,000
10,000,000
15,000,000
5,000,000
0
40,000
30,000
20,000
10,000
0
Comments per Post
Comments on Admin Posts Shares per Post 15
Clicks per Post 16
Shares on Admin Posts
67,010
Clicks (bit.ly)
69,726
Likes on Admin Posts Likes per Post
Source: Simply Measured October 10, 2011-July 20, 2012
Appendix
2
/1
/1
2
/1 23 /7
-‐7
12
/9
/1
26
6/
2-‐
/1 1/
7/
17
6/
-‐6
12
2/
/1
28
5/
2-‐ 12
3/
/1
20 6/
/1
4/
2-‐ -‐5
12
6/ 5/
5/
/1 12
4/
31
3/ /1
-‐4 /1
22
12
8/ 4/
4/
/1
17
Link
2-‐
12
3/ 3/
2-‐ /1
25
/1
11
/1
Fan Comments
3/
3/
2-‐
12
Status
3/
2 /1
18
2/
4/
2/ 2-‐
/1 /1
26
12
2/ 2/
2-‐
21
/1
/7 1/
Mul$media
/1
4,465
29
-‐1
Fan Posts
2-‐
4,349
/1
15
1/
0/ 24
Admin Posts
1/
2/
26 /1 2/
-‐1
12 11
12
1/
8/
/1
1/
12
1-‐
/1
1/
-‐1
Facebook: Fan Page activity over time
/1
Total Engagement
/4
0
11
5,000
11
10,000
0/
15,000
/2
20,000
12
25,000
11
5/
30,000
29
35,000
1-‐
Facebook: Post Type Mix Over Time
/1
/1
Post Type Mix Over Time
0/
Source: Simply Measured October 10, 2011-July 20, 2012
-‐1
10
0
11
100
3/
200
/6
300
/2
400
Fan Comments
Fan Comments
11
Wall Posts 500
2,000 1,800 1,600 1,400 1,200 1,000 800 600 400 200 0
Likes + Comments + Shares
Other
1-‐
Link
/1
Status
/9
200 180 160 140 120 100 80 60 40 20 0
10
Multimedia Admin Wall Posts
Likes + Comments + Shares
10 10 /9/1 /1 1 10 6/1 -10 /2 1- /15 3 1 10 /11 0/2 /11 /3 -1 2 11 0/1 0/2 /11 9 11 /6/1 1-1 /1 /1 1- 1/5 1 11 3/1 11 /1 /2 1- /12 1 0 1 11 /11 1/1 /11 /2 -1 9 12 7/1 1/2 /11 12 /4/1 1-1 6/1 /1 1 2/ 1 12 1/1 -12 3/1 /1 1 /1 1 12 8/1 -12 0/1 /2 1- /17 1 5/ 12 /1 11 /2 1 1/ -12 4/1 1 / 1 1/ /12 31/ 8 1 1/ /12 -1/7 1 15 -1 /1 1/ /12 /14 2 22 -1 /1 / / 2 1/ 12- 21/ 29 1/ 12 2/ /12 28/ 5 1 2/ /12 -2/4 2 12 -2 /1 2/ /12 /11 2 19 -2 /1 / / 2 2/ 12- 18/ 26 2/ 12 3/ /12 25/ 4 1 3/ /12 -3/3 2 11 -3 /1 / / 3/ 12 10 2 18 -3 /1 3/ /12 /17 2 25 -3 /1 /1 /2 2 4/ 2-3 4/1 1 / 2 4/ /12 31/ 8 1 4/ /12 -4/7 2 15 -4 /1 4/ /12 /14 2 22 -4 /1 / / 2 4/ 12- 21/ 29 4/ 12 5/ /12 28/ 6 1 5/ /12 -5/5 2 13 -5 /1 5/ /12 /12 2 20 -5 /1 / / 2 5/ 12- 19 27 5/ /12 / 2 6 12 6/1 6/ /3/1 -6/2 2 10 2 /1 6 / 2 6/ 12 /9 17 -6 / 6/ /12 /16 12 24 -6 /1 /1 /2 2 7/ 2-6 3/1 1/ /3 2 12 0/ -7 12 /7 /1 2
Fan Wall Posts
10
Number of Posts by Type 600
Engaged Users
10 /9 / 10 11/2 10 /1 3 11 /11 5/ /6 -10 1 / 11 11- /29 / /2 11 / 0 12 /11 12/ /4 -1 1 /1 1/2 12 1/1 12 6/ / 8/ 1 10 1/ 1-1 /1 2 1 1/ /12 /24 15 -1 / /1 /7 1/ 2-1 /12 29 /2 2/ /12 1/1 2 12 /1 2/4 2/ 2-2 /12 26 /1 8 3/ /12 /1 2 11 / 3/ 3/ 12- 3/1 2 25 3/ /1 17 4/ 2-3 /12 8/ /3 4/ 12- 1/1 2 22 4/ /1 14 5/ 2-4 /12 6/ /2 8 1 5/ / 2 20 -5/ 12 /1 12 2 /1 6/ -5/2 2 3 6/ /12 6/1 17 -6 2 /1 / 2 9/1 7/ -6/2 2 1/ 12 3/1 -7 2 /7 /1 2
Additional data Facebook Facebook: Engagement details
FACEBOOK FAN PAGE ACTIVITY OVER TIME
Engagement Details
24,804
Source: Simply Measured October 10, 2011-July 20, 2012
Facebook: Total Engagements by Post Type over time
TOTAL ENGAGEMENTS BY POST TYPE
35,000
Other
30,000
25,000
20,000
15,000
10,000
5,000
0
Facebook: Averages per post
Averages Per Post
5 73
-
Source: Simply Measured October 10, 2011-July 20, 2012
Facebook: Engagement on admin posts
Impressions & Page Views
Engagement on Admin Posts
22,772
318,908
Source: Simply Measured October 10, 2011-July 20, 2012
129
Additional data
Facebook / YouTube / Livestream
Facebook: engagement by post (averages)
YouTube: Top 5 Sharing Services
YouTube - Top 5 Sharing Services Engagement by Post Type (Averages) Likes/Post
Comments/Post
Shares/Post
120
Facebook 104
100
76
80 60 40 7
2
-
Blogger
32
25
20
20
Link
ВКонтакте
5
5
Photo
Video
4
2
0
Status
Google+
0 Source: Simply Measured October 10, 2011-July 20, 2012
2,000
4,000
6,000
8,000
10,000 12,000 14,000 16,000
Source: YouTube Analytics October 10, 2011-July 20 2012
YouTube: Views Evolution
YouTube - Views Evolution 200,000 180,000 160,000 140,000 120,000 100,000 80,000 60,000 40,000 20,000 0 Oct-11
Nov-11
Dec-11
Jan-12
Jan-12
Feb-12
Mar-12
Apr-12
May-12
Jun-12
Jul-12
Source: YouTube Analytics October 10, 2011-July 20 2012
YouTube: Views Evolution 350,000 Views
300,000
Unique viewers 250,000 200,000 150,000 100,000 50,000 0 Oct-11
Nov-11
Dec-11
Jan-12
Feb-12
Mar-12
Apr-12
May-12
Jun-12
Jul-12
Source: YouTube Analytics October 10, 2011-July 20 2012
youtube: subscribers added per period
Livestream: visitors & streams
YouTube: Subscribers Added per Period 4,000 3,500 3,000 2,500 2,000 1,500 1,000 500 0
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Le
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9
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Total Unique Visitors (Live + On Demand) Overall Total Streams (Live + On Demand)
0
Source: YouTube Analytics October 10, 2011-July 20 2012
130
2,000,000
4,000,000
Source: YouTube Analytics October 10, 2011-July 20 2012
6,000,000
8,000,000
Additional data
Livestream / Volvo Ocean Race Experience
Livestream: by leg & Stopover
livestream: leg start unique live viewers
Livestream -‐ Leg Start Unique Live Viewers
Livestream - by Leg + Stopover
160,000 140,000
1,000,000
120,000
800,000
100,000
600,000
80,000
Unique Viewers Uninque Viweres
1,200,000
60,000
400,000
40,000
200,000
20,000 0 Leg 2 + Abu Dhabi
Leg 3 + Sanya
Leg 4 + Auckland
Leg 5 + Itajaí
Leg 6 + Miami
Leg 7 + Lisbon
Leg 8 + Lorient
0
Leg 9 + Galway
Leg 1 start
Source: Livestream October 29, 2011-July 20, 2012
Leg 2 Start Leg 3 Start Leg 4 Start Leg 5 Start Leg 6 Start Leg 7 Start Leg 8 Start Leg 9 Start
Source: Livestream October 29, 2011-July 20, 2012
Livestream: in-port race unique live viewers
Total Footfall & Volvo Ocean Race Experience footfall Total Footfall
Livestream -‐ In Port Race Unique Live Viewers
VORE Footfall 120,754
800,882
800,000 700,000
60,000
118,130
120,000
98,458
600,000
100,000
74,183
66,235
400,000
61,143
Miami
Lisbon
Lorient
Galway
100,000 0
Alicante Cape Town Abu Dhabi Sanya
Auckland
8 Itajaí
,77
40,000
22
202,490
Itajai
43,749
25,823
Auckland
282,000
Sanya
Miami
80,000
60,000
55,515 276,651
Cape Town
124,271
Alicante
273,747
40,079
200,000
124,604
10,000 0
500,000
300,000
20,000
552,047
40,000 30,000
230,000
Total Footfall
Unique viewers Uninque Viweres
50,000
Lisbon
20,000
Lorient
Galway
0
Source: Volvo Ocean Race Total footfall figure for Alicante is a gross figure that includes same-day repeat visits and people connected with the event. The estimated number of net visits is around 294,000. Total footfall figure for Galway includes attendance at the ‘Global Village’ adjacent to the Race Village.
Source: Livestream October 29, 2011-July 20, 2012
Volvo Ocean Race Experience: cumulative & individual footfall VORE Cumulative & Individual Footfall 800,000
VORE Cumulative Footfall
VORE Cumulative Footfall
100,000
600,000
80,000
500,000 400,000 300,000
VORE Footfall by Stopover
120,000
VORE Footfall 700,000
120,754
60,000
118,130
98,458
200,000
74,183
61,143
43,749
40,079
100,000
40,000
66,235
55,515
20,000
22,778 0
0 !Alicante
Cape Town Abu Dhabi Cape Town Abu Dhabi
Sanya
!Auckland
Itajai
Miami
Lisbon
Lorient
Galway
Source: Volvo Ocean Race
3,000
8,000
3D Cinema
The Ride
The Grinder
Airballs
The Dome
Jumping Castle
Volvo Trucks
VORE Average Daily Visitors
2,500
7,000 6,000
2,000
5,000
1,500
4,000 3,000
1,000
2,000 500 1,000 0 Alicante
Cape Town
Abu Dhabi
Sanya
Auckland
Itajaí
Miami
Lisbon
Lorient
Galway
Volvo Ocean Race Experience Average Daily Visitors
Volvo Ocean Race Experience Average Daily Visitors by Attraction
Volvo Ocean Race Experience: Average Daily Visitors & VORE Average DAily Visitors by Attraction
0
Source: Volvo Ocean Race
131
Appendix
Leg 1 + Cape Town
Volvo Ocean Race Experience Footfall
Pre Race + Alicante
Additional data
Race Statistics Max WAVE HEIGHT
max True Wind Speed
70
70 66
Max
Groupama
CAMPER
Puma
Telefonica
Abu Dhabi
17.0
Team Sanya
62
Max
Groupama
CAMPER
Puma
Telefonica
Abu Dhabi
16.3
Team Sanya
15.0
58
13.8
54
13.0
50
46
44
44
Metres
Knots
50 44
42
40 4
11.0 9.8
0
9.7
9.4
38
9.6
9.0 8.2
33
34
30
30
7.3
7.0
7.0
26 5.0
22
Leg 1
Leg 2 L
eg 3
Leg 4
Leg 5
Leg 6
Leg 7
Leg 8
Leg 1
Leg 9
Leg 2
Leg 3
Leg 4
Leg 5
Leg 6
Leg 7
Leg 8
Leg 9
Source: Recorded at Race Control through race blackbox telemetry
Source: Recorded at Race Control through race blackbox telemetry
POINTS OVERALL WITH AND WITHOUT IN-PORT RACES
IWC SCHAFFHAUSEN 24-‐HOUR RUN -‐ BEST RUN PER LEG (AVERAGE SPEED IN KNOTS)
0.0
Groupama CAMPER PUMA
2.0
4.0
6.0
8.0
10.0
12.0
14.0
16.0
18.0
20.0
22.0
Leg 1, Alicante-Cape Town
24.0
23.0
Leg 2, Cape Town-Abu Dhabi
19.9
Leg 3, Abu Dhabi-Sanya
14.9
Leg 4, Sanya-Auckland
22.0
Leg 5, Auckland-Itajai
22.0
Leg 6, Itajai-Miami
21.3
Leg 7, Miami-Lisbon
22.4
Leg 8, Lisbon-Lorient
23.6
Leg 9, Lorient-Galway
16.3
Source: Recorded at Race Control through race blackbox telemetry
Ranking overall
Puma
Abu Dhabi
Team Sanya
40
1
38
35
CAMPER
Telefonica
40
Groupama CAMPER PUMA Telefónica Abu Dhabi Team Sanya
42
Groupama
39
RANKING OVERALL
42
MAX BOAT SPEED through water (Knots)
29
30
Knots
4
31
32
31
32
34 3
32
36
2
28
5
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Le
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nt
ie
ie
Lo r e,
Lo r
on -L or
Ra c
Lis b
or t -P
8, g
g
bo n
on
7,
or t In
Le
-P
g
Lis
i-L isb
,
iam M
Ra ce
iam i
iam i ,M
ja i-M Ita
Ra ce
-P
Le
In
Le
In
or t
i
aja i
aja
g
-P
Au
or t
ck
Ra ce
lan d
-It
, It
kla Au c e,
Ra c
5, g
or t
4,
-P
6,
nd
nd
ny a
kla
Sa e,
Au c
Ra c
ny aSa
or t Le g
In
i ha b D
i-S ha b D u
Ab
-P In
3,
or t In
24 22 20
Le
g
2,
an ya
D ha bi
bu ,A Ra ce
To w ap e
C
-P
e-
e,
nt
ac tR
In -P or
Le g
n
w n To
To w
e
C
C ap
ap e
Ali c e, Ra c or t -P
Ali ca
In
1, g Le
nAb u
an te
6
18 Leg 1
Source: Recorded at Race Control through race blackbox telemetry
Leg 2
Leg 4
Leg 3
Leg 5
Leg 6
Leg 7
Leg 8
Leg 9
Source: Recorded at Race Control through race blackbox telemetry
Results: placing
Best 24 hour run 570
RESULTS -‐ PLACING
Groupama
CAMPER
Puma
Telefonica
Abu Dhabi
Team Sanya
BEST 24 HOUR RUN
540
1
510 2
480 3
450 4
420 Groupama
5
390
6
360
CAMPER
132
ay alw
ac e
Team Sanya
In
-P
or
tR
rie nt Lo 9,
g Le
,G
-G alw
ay
nt Lo
rie Lo n-
ac e,
bo In
-P
or
tR
Lis 8, g
rie
nt
n bo Lis Le
M
tR In
-P
or
7, g Le
ac e,
iam i-L
isb
iam M
on
i
i e,
ja i-M Ita In
-P
or
6, g Le
tR ac
Ita
nd -
ac e,
ck la
tR or In -P
iam
i ja
i Ita ja
nd kla Au c
ac e,
Au 5, g
Le
tR or
4, g Le
In -P
or
Sa ny
tR
a-
ac e
Au c
,S
kla
an
nd
ya
ny a biha
D
-P In
ac e,
Ab u
tR or
3, g Le
In -P
Sa
bi
D
D ha
Ab u
bu nA w To
e C ap
ha bi
n w To e
To ap e
C ap
-C
ac e, tR or
In -P
2,
Abu Dhabi
300
Leg
Source: Recorded at Race Control through race blackbox telemetry
Telefonica
330
Le g
Ali c 1, Le g
In
-P o
rt
an te
Ra c
e, A
lic
an t
w n
e
Puma
ape
nte-C
lica
1, A
n
Tow
Leg
ape
2, C
i
hab
bu D
n-A
Tow
Leg
nya
i-Sa
hab
bu D
3, A
Leg
nd
ckla
-Au
anya
4, S
Leg
i
-Itaja
and
uckl
5, A
Leg
mi
Mia
ajai-
6, It
Leg
Source: Recorded at Race Control through race blackbox telemetry
bon
i-Lis
iam
7, M
Leg
t
rien
n-Lo
isbo
8, L
Leg
ay
alw
nt-G
orie
9, L
Additional data
Race Statistics in-port race serieS: ranking
In-Port Race series - points 1st Puma 2nd CAMPER 3rd Groupama 4th Abu Dhabi Groupama 5th Telefónica CAMPER 6th Sanya Puma
45
40
35
30
IN-‐PORT RACES SERIES -‐ RANKING IN-‐PORT RACES SERIES -‐ POINTS
Groupama
CAMPER
Puma
Telefonica
Abu Dhabi
Team Sanya
1
2
Telefonica Abu Dhabi
25
3
Team Sanya 20
4
15
10
5 5
0 In-Port Race, Alicante
In-Port Race, Cape Town
In-Port Race, Abu In-Port Race, Sanya Dhabi
In-Port Race, Auckland
In-Port Race, Itajai In-Port Race, Miami
In-Port Race, Lisbon
In-Port Race, Lorient
In-Port Race, Galway
6 In-Port Race, Alicante
In-Port Race, Cape Town
In-Port Race, Abu In-Port Race, Sanya Dhabi
In-Port Race, Auckland
In-Port Race, Itajai In-Port Race, Miami
In-Port Race, Lisbon
In-Port Race, Lorient
In-Port Race, Galway
Source: Recorded at Race Control through race blackbox telemetry
Source: Recorded at Race Control through race blackbox telemetry
In-Port Race series - points 250
Groupama Groupama w/o In-Port Races 200
CAMPER CAMPER w/o In-Port Races Puma Puma w/o In-Port Races
150
Telefonica Telefonica w/o In-Port Races Abu Dhabi Abu Dhabi w/o In-Port Races
100
Team Sanya
Appendix
50
0
Source: Recorded at Race Control through race blackbox telemetry
Results: Off-Shore legs only RESULTS -‐ LEGS ONLY
Results: in-port races only
Groupama
CAMPER
Puma
Telefonica
Abu Dhabi
Team Sanya
RESULTS -‐ IN-‐PORT RACES ONLY
1
Groupama
CAMPER
Puma
Telefonica
Abu Dhabi
Team Sanya
1 2
2 3
3
4
4
5
6
5 Leg 1, Alicante-Cape Leg 2, Cape Town- Leg 3, Abu DhabiTown Abu Dhabi Sanya
Leg 4, SanyaAuckland
Leg 5, AucklandItajai
Leg 6, Itajai-Miami Leg 7, Miami-Lisbon Leg 8, Lisbon-Lorient
Leg 9, LorientGalway
6
Source: Recorded at Race Control through race blackbox telemetry
In-Port Race, Alicante
In-Port Race, Cape Town
In-Port Race, Abu Dhabi
In-Port Race, Sanya
In-Port Race, Auckland
In-Port Race, Itajai
In-Port Race, Miami
In-Port Race, Lisbon
In-Port Race, Lorient
In-Port Race, Galway
Source: Recorded at Race Control through race blackbox telemetry
Race Village, Itajaí
133
Photo credits Marc Bow Nick Dana Diego Fructuoso Hamish Hooper Lagossports Ian Roman Amory Ross Yann Riou Ainhoa Sánchez Andrés Soriano Tim Stonton Paul Todd all images copyright Volvo Ocean Race
The Volvo Ocean Race fleet during Pro-Am, Lorient, France
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