Race Report - Volvo Ocean Race

Transcription

Race Report
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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
Race Village, Galway
3
Introduction
UAE
Message from
Knut Frostad
CEO Volvo Ocean Race S.L.U.
ESP
RSA
IRL
CHN
NZL
FRA
POR
BRA
USA
4
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.
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.
5
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
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.
Key headlines
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
Data
Credentials
Winning Groupama skipper Franck Cammas
6
7
Introduction
Methodology
The Volvo Ocean Race
TV:
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.
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.
Route 2011-12
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
Final event media values for
Volvo Ocean Race 2011-12*
Television
€230.7 M
Print
€35.6 M
Online
€47.9 M
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.
Source: IFM/SMS. * Event Media Value = CPT x Audience x Exposure, where CPT is the 30-second channel advertising rate.
8
9
Communications
Strategy
Volvo Ocean Race Media Centre
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.
Franck Cammas, Skipper, Groupama sailing team
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
11
Race Control, Volvo Ocean Race HQ, Alicante, Spain
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
Race Control at
Volvo Ocean Race
»»
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.
Media Reach:
Television
Number of tv broadcasts by country1
USA
1,379
Spain
903 UAE
France
661
Portugal
652
China
557
South Africa
527
New Zealand
340
Brazil
149
Ireland
133
UK
132
Germany
97
Sweden
340
321
Italy
SAMPLE OF dedicated VOLVO OCEAN RACE TV BROADCASTERS
727
25
Europe
“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.”
China
Asia Pacific
Murray Needham - General Manager, TVNZ (New Zealand)
Americas
Includes news, live, dedicated programmes and magazines/shows
Source: IFM/SMS October 10, 2011-July 20, 2012
1
14
15
Media Reach:
Television
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
GROWTH IN Global TV AUDIENCE
GROWTH IN Global TV COVERAGE
1,800,000,000
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
USA
RoW
TOTAL
16
896:13:44
51,823,900
1844:36:39
53,025,098
4816:55:44
1,555,517,069
»»
»»
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.
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.
»»
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%.
»»
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.
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.
4,817 HRS
4,000
+42% growth
3,500
3,000
900,000,000
3,402 HRS
TV PERFORMANCE PER COUNTRY1
1,555 M
1,200,000,000
Skipper Ken Read, PUMA Ocean Racing powered by BERG, meets the press on arrival in port
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
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
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.
1,500
1,000
1,995
1
500
0
1,490
904
464
139
441
326
138
Pre-Race
Leg 1
Leg 2
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
16
17
“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.”
Media Reach:
Television
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
Skipper Ian Walker, Abu Dhabi Ocean Racing
»»
There were more than 31 TV broadcasts per day during
the race on average.
»»
The average audience per broadcast increased by 44%
compared to the last edition (+ 53,722 on average per
broadcast).
Top TV News Broadcasters by audience
Country/Channel
Number of News
Items Broadcast
Over 150 custom video
news packages created for
news agencies and TV channels
Cumulative
Audience
CHINA
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
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
»»
Our audience for each individual news bulletin went up by
76% (+ 251,745 on average more viewers per broadcast).
»»
The media value per broadcast increased by 88% compared to the 2008-09 edition (+ €7,319 more per broadcast).
»»
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.
»»
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.
»»
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
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.”
Volvo Ocean Race 2011-12 TV News distributiontion
»»
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)
»»
10 x Live In-Port Races (90 minutes)
»»
9 x Live Leg Starts (60 minutes)
»»
9 x 1-hour Leg Documentary Shows
»»
1 x 90-minute Official Film
»»
Reuters TV - Sports
1 x History of the Volvo Ocean Race Documentary
(Pre-Race)
For additional data on
Television see page 121
18
19
»»
»»
»»
»»
»»
»»
»»
»»
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
LÉquipe
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, lÉquipe 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.
Media Reach:
Online
USA
Italy
China
United Kingdom
UAE
Brazil
Ireland
Portugal
International
Source: Meltwater News from October 10, 2011-July 20, 2012
20
21
Race Village, Itajaí
Case Study:
Online
Media Reach:
Online
Team Sanya in Auckland, New Zealand
number of ONLINE NEWS reports: TOP COUNTRIES
France
Spain
5,292
9,711
USA
Australia
Italy
Hidden gems
11,296
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.
7,417
4,033
4,255
3,754
New Zealand
2,395
United Kingdom
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.
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
6,000
8,000
10,000
12,000
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.
22
23
Media Reach:
Online
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
The start of leg 9 from Lorient, France to Galway, Ireland
2008-09
2011-12
60,000
58,978
55,570
51,393
Average Daily Online News
47,009
50,000
41,661
250
207
40,000
58,978
60,000
50,000 +94.8% growth
20,000
100
20,000
102
10,000
5,169
6,122
0 2,015
14,573
11,784
9,139
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
10,000
30,280
28,820
27,069
26,018
23,701
20,716
13,995
30,000
500
26,582
21,136
40,000
+103.3% growth
+94.8% growth
32,762
30,000
30,280
200
150
GROWTH IN ONLINE ARTICLES
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
0
0
2008-09
2008-09
2011-12
2011-12
Growth OF ONLINE ARTICLES
Number of Online Sources
160,000
4,000
140,000
120,000
100,000
2,500
32,762
20,000
68,625
1,500
2008-09
2011-12
Groupama sailing team and Team Telefónica 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
26,582
21,136
1,000
0
47,009
41,661
60,000
0
58,978
40,000
2,000
500
55,570
50,000
80,000
20,000
Growth in online articles
Online articles by leg and Stopover
51,393
30,000
40,000
24
60,000
+28.4% growth
3,500
3,000
+145.1% growth
70,000
4,240
4,500
168,217
180,000
3,303
NUMBER of Event Mentions
10,000
0
2008-09
2011-12
Online see page 123
13,995
5,169
5,169
8,826
7,141
Pre-Race
Leg 1
Leg 2
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
Picture power
Media Reach:
Pictures
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.
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
26
27
Key Print Highlights by country*
2012
Date : 11/03/
CE
Pays : FRAN
Page(s) : 21
BATEAUX
Rubrique :
338922
Diffusion :
re
: Hebdomadai
Périodicité
Readership by Type of Publication/Growth in Readership by leg & Stopover
0
Leg 1 +
Cape Town
Leg 2 +
Abu Dhabi
Leg 3 +
Sanya
Leg 4 +
Auckland
776
Leg 5 +
Itajaí
Leg 6 +
Miami
Leg 7 +
Lisbon
Leg 8 +
Lorient
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
406
2
Country:
Chin
Publication: a
Date: Marc The Bund
h 8, 2012
Page:
Tous droits
de reproduction
réservés
0
8
National
LA STAMPA
7
584
437
800
6
411
420
5
219
Pre Race +
Alicante
Leg 1 +
Cape Town
Leg 3 +
Sanya
Leg 4 +
Auckland
Leg 5 +
Itajaí
Leg 6 +
Miami
Leg 7 +
Lisbon
Leg 8 +
Lorient
199
275
212
355
361
513
Leg 2 +
Abu Dhabi
3
2
166
0
269
200
229
Leg 9 +
Galway
1
0
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
3.5
2.5
+40.8% growth
6.8 BN
»»
3.0
2.0
1.0
Key targeted publications (eg lÉquipe 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.
iles
e pour mettre les vo
Volvo prend la rout
4.83 BN
1.5
»»
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.
G RAN D FO R MAT
d’un
vitesse adaptatif, détection
dépasser,
véhicule en train de
un
de
à la réflexion... Prendre
alerte de franchissement
toute bête. Limite idiote,
sousanticollision,
ligne, avertisseur
l’ancienne base des
Au départ, l’idée est
– ça
du de notre envoyé
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
est équiailleurs).
Idéal pour tester, conduite dont la voiture
risques ».
de
5 novembre (lire par
au volant (et retour).
pée. Et il y en a ! Régulateur
2011-12
VOLVO OCEAN RACE
Paris
Une aventure de
de huit mois
Départ
490 km
Lorient
FRANCE
716 km
ESPAG N E
795 km
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
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 »
toute
LES AUTRES « DÉMÉNAGE
marché, à un prix défiant
aux
plus grands breaks du
+ 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
148,812,515
TOTAL
13,127
Navegando en el pa
raíso
Multiscafi
OCEAN RACE QUE
ES LA CIUDAD
DEL MUNDO
e del vento
La vela più veloc
A bordo di New
Country
La ‘ciudad de las velas’
abarrotó la bahía
de Waitemata en la regata
costera • Xabi
Fernández: “Hay más
barcos que coches”
France
Monoscafi
o
nel giro del mond
rbarca impegnata
Zealand, la supe
Il percorso
S
NADIE SE LO
QUIERE PERDER
21
studiosabatin
LAVORO DOMANDE
Tecnici
fattorini
Operai, autisti,
cerca lavoro.
ISTA esperto
SERRAMENT
esperienza montaggio,e porte
Dieci anni di
infissi
e e riparazione
manutenzion
a Torino. Referenze.
blindate. Residente
.
Tel. 334.8449393
nti
Agenti e rappresenta
ricerca
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o e-mail:
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group.it
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- 011.8903777
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gioielli,
A.A. GIOIELLERIA
argenteria, monete,
acquista oro,
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Peschiera 163
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e-mail:
LE MAGAZINE DE
. 4,50 EUROS
TOUS LES CYCLISMES
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
s.it
Italy
Ireland
UK
Brazil
Germany
france2.fr
LÉquipe
publikompas
(Photos DR)
NUE
EN TERRE INCON
RENDEZ-VOUSAVEC
FRÉDÉRIC LOPEZ
LAK
ET FRÉDÉRIC MICHA
5.
CE SOIR À 20H3
Growth
SPORTELLI
di Pietà, 2
Via Monte
9
Tel. 011.666.52.5
32
Via Marenco,
0
Tel. 011.666.52.8
(Photo Yvan Zedda/Groupama)
». 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.
2011-12
spazioaffari@
GE.MA. 011.6502212 moOREFICERIA
oro, argenteria,
acquista in contanti:
Cristina 42.
Via Madama
nete, preziosi.
USA
G RAN D FO R MAT
DÉCOUVERTE
2008-09
137.000 VELEROS
En Auckland una de
cada cuatro familias
tiene un barco
La nuova sfida
40
maurato precedentie servizi. I candidati di
vendita di prodotti pregati di contattare
sono
entrambi i sessi
il numero 800911898.
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
DE LA VOLVO
653,344,305
* Monitored markets
TOP SOURCES RACE TO RACE COMPARISON
2012
plus
PAGE 13
s… 24 pages spéciales.
: résultats, classement
2011
er
MARDI 1 NOVEMBRE
28
200
« 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
USA
- 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
l’un des
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
230,499,717
che-
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
2008-09
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
minute, seul
express de dernière
2012.
XC 70 D 5, gamme
sur la durée, le break
0
273,381,242
206
AUTOMO BILE
SUR LA ROUTE
–
JUSQU’À ALICANTE
(ESP)
spécial
0.5
M
I primatisti
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
o.com
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.
36
VIERNES 23 MARZO
AUCKLAND VOLVIÓ
A DEMOSTRAR
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immediata.
Disponibilità
CUMULATIVE PRINT READERSHIP
2012
STAMPA
316
400
4
290
321
507
600
Growth in Readership (In billions)
SABATO 14 GENNAIO
327
1,004
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E.G.M.: 2973000
for internal
Fecha:
Tarifa: 27950 €
23/03/2012
Sección: VELA
Páginas: 36,37
Centimetri - LA
Readership per period (In Millions)
W
385
UAE
UK
1,200
Regional
950,975,810
Ireland
Readership by Geographic Reach of Publication/Growth in Readership by leg & Stopover
Growth in Readership
531
7
1,000
China
60,973,313
3
Leg 9 +
Galway
127,416,085
2,456,055,609
1
Pre Race +
Alicante
445
129
21
200
Brazil
2,544
5
20
13
Cumulative
Readership
Germany
4
482
39
736
16
No. of
published articles
France
6
35
Country
8
Growth in Readership (In billions)
82
58
473
400
55
671
600
845
800
733
47
Newspaper
785
1,000
Magazine
495
Readership per period (In Millions)
1,200
Growth in Readership
Media Reach:
Print
2011
er
MARDI 1 NOVEMBRE
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
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
PRINT: Value per Country – Top 10 countries
France Spain Italy €9,606,160
€4,621,129
GROWTH IN NUMBER OF PRINT ARTICLES
€3,605,369
Ireland 14,000
€3,483,077
Brazil
12,000
10,932
10,000
€2,239,668
USA
€1,936,937
China
€1,562,318
UK
€1,463,471
0
5,740
4,412
4,000
€2,000,000
€4,000,000
€6,000,000
€8,000,000
10,000,000€
2,651
2,000
0
PRINT: average readership per article per country – Top 10 countries
818
USA
Netherlands
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
GROWTH IN CUMULATIVE PRINT READERSHIP (IN MILLIONS)
8
7,104
Print readership per leg and Stopover
Growth in cumulative print readership
5,740
6.796
6
4,767
6.367
5.509
3,776
5.006
4.519
4
2.956
3.747
2.267
2,231
0
1,373
14,776
2,942
Spain
1,328
3,724
Sweden
1,761
Pre-Race
Leg 1
Leg 2
7,574
Portugal
2
500,000
1,000,000
1,500,000
1.427
200,000
0
Print see page 123
30
1,833
9,685
France
Germany
8,733
7,113
6,000
UK
9,892
8,000
€946,109
Portugal
Italy
13,344
€3,370,456
UAE
China
13,266
Cumulative growth in print articles
Print articles per leg and Stopover
0.53
.089
0.84
Pre-Race
Leg 1
Leg 2
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
31
»»
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.
Media Reach:
Radio
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
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
Skipper Chris Nicholson, CAMPER with Emirates Team New Zealand
32
Radio see page 124
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
33
Wade Morgan, Abu Dhabi Ocean Racing
Sailing’s Triple Crown
Volvo Ocean Race
in the Sailing World
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
Volvo
Ocean Race
Source: Simply Measured October 10, 2011-July 20, 2012
Clipper RTW
Barcelona World Race
Vendée Globe
World Match Racing
Extreme Sailing
0
0% 5% 10%15%20%25%30%35%
Interest
WEbsite DAILY TRAFFIC RANK1 TREND
1
America’s Cup
30%
10%
34
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
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
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
TOTAL VISITS
AVERAGE VISITS PER DAY
150,000
10,000,000
0
2008-09
4,000,000
90,000
60,000
23,683,495
20,000,000
+64.0% growth
2,000,000
»»
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.
»»
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
»»
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.
30,000
2011-12
0
2008-09
0
2011-12
VOLVOOCEANRACE.COM - CUMULATIVE PAGE VIEWS
2008-09
2011-12
150,000,000
2008-09
2011-12
122,732,849
120,000,000
25,000
+122.8% growth
80,000,000
127,139,950
21,189
+64.0% growth
111,317,352
100,797,685
+125% growth
90,000,000
120,000,000
100,000,000
AVERAGE PAGE VIEWS PER DAY
500,000
140,000,000
20,000
15,000
TOTAL PAGE VIEWS
400,000
300,000
+122.8% growth
429,527
AVERAGE UNIQUE VISITORS PER DAY
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
5,000
20,000,000
0
36
2008-09
2011-12
0
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
29,335,033
24,374,565
192,796
40,000,000
42,642,283
30,000,000
200,000
57,067,472
12,921
10,000
60,000,000
127,139,950
2,884,974
0
1,703,171 9,676,351
23,010,144
17,356,472
Pre-Race
Leg 1
Leg 2
2008-09
2011-12
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
Time on site
volvooceanrace.com
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
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 Itajaí, Brazil.
38
volvooceanrace.com see page 125
39
Social and
Multi Media
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.
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
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.
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
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 40,000
250,000250,000
35,000 35,000
30,000 30,000
People Talking About This
150,000150,000
15,000 15,000
100,000100,000
10,000 10,000
Source: Simply
Source:
Measured
Simply Measured
October 10,
October
2011-July
10, 2011-July
8, 2012 8, 2012
40
People Talking
People
About
Talking
ThisAbout This
Jul 1
Jun 24
Jun 24
Jun 17
Jun 17
Jun 10
Jun 10
Jun 3
Jun 3
May 27
May 27
May 20
May 20
May 13
May 13
May 6
May 6
Apr 29
Apr 29
Apr 22
Apr 22
Apr 15
Apr 15
Apr 8
Apr 8
Apr 1
Apr 1
Mar 25
Mar 25
Mar 18
Mar 18
Mar 11
Mar 11
Mar 4
Mar 4
Feb 26
Feb 26
Feb 19
Feb 19
Feb 12
Feb 12
Feb 5
Feb 5
Jan 29
Jan 29
Jan 22
Jan 22
Jan 15
Jan 15
Jan 8
Jan 8
Jan 1
Jan 1
Dec 25
Dec 25
Dec 18
Dec 18
Dec 11
Dec 11
Dec 4
Dec 4
Nov 27
Nov 27
Nov 20
Nov 20
Nov 13
Nov 13
Nov 6
Nov 6
Oct 30
Oct 30
Oct 23
Oct 23
Oct 16
Oct 16
Oct 10
0
Oct 10
0
5,000
5,000
0
0
Jul 1
50,000 50,000
People Talking About This
25,000 25,000
Total Page Likes
Total Page Likes
200,000200,000
Total PageTotal
likesPage likes
41
Social and
Multi Media
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
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
30,000
34,553
32,814
21,060
11,219
0
13-17
18-24
25-34
35-44
WRC
7,000
35,000
Average People Talking About this
15,663
4,771
15,009
16,245
7,947
6,000
30,000
Number of Fans
206,046
62,791
419,413
966,016
679,340
5,000
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%
1,000
Average People Talking About This (3 months average)
20,000
0
18,000
Volvo
Ocean
Race
16,000
14,000
4,000
WRC
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.
5,000
0
Brazil
USA Portugal Ireland
UK
»»
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.
10,000
6,000
10,000
+
12,000
8,000
Galway Lisbon Dublin S. Paulo London
WTA
PGA
Tour
3,000
2,000
FACEBOOK - Benchmark against other sporting events
15,000
3,007
3,000
20,000
4,034
4,000
25,000
16,331
WTA
6,270
PGA Tour
24,896
Facebook: Top 5 Countries
America´s Cup
Facebook: Top 5 Cities
Volvo Ocean Race
26,971
FACEBOOK - Benchmark against other sporting events
Source: Simply Measured October 10, 2011-July 8, 2012.
45-54
12,237
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.
28,370
»»
4,932
10,000
32,003
On average 15,663 people per day were “talking about us”
– the key measure of Facebook engagement – over the final
20,000
three months of the race, a number that outstripped much bigger pages in real terms including the PGA and WRC.
6,378
»»
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.
Photo views
9,764
»»
15,831
12,140
600,000
800,000
1,000,000
Number of Fans
Facebook see page 128
42
43
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
YOUTUBE - TOTAL VIEWS
YouTube - Playback Locations
YouTube watch page
Mobile devices
Embedded player
YouTube channel page
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
Most video views
come from the United
States – the number
one country for video
in terms of sharing
and consumption
8,009,085
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
24.2%
+654.9% growth
4,000,000
1,060,973
Social and
Multi Media
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
TOP COUNTRIES (NUMBER OF VIEWS)
Most popular*
videos on
YouTube
USA
Spain
599,246
France
492,727
452,607
Germany
420,009
Netherlands
403,490
UK
1.Telefónica Big Wave Crashes
2.Huge Wave Knocks Down Nico
1,346,015
385,238
Sweden
376,114
Canada
364,128
Italy
282,137
Brazil
300,000
600,000
900,000
1,200,000
1,500,000
3. Brutal Wave Smashes Abu Dhabi
4. CAMPER Avoids Whale Collision
5. Leg 1 Start Full Live Replay
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
44
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
31,738
Auckland
25,397
Leg 4
17,706
Sanya
23,331
21,331
Leg 3
Alicante
0
Abu Dhabi
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
Itajaí
* number of views on Volvo Ocean Race YouTube channel.
62,273
60,000
Leg 5
8. Raw Power - The Best Of Leg 8
Cape Town
7. Leg 1 Documentary Show
Leg 1
6. The Perfect Storm
Leg/Stopover
45
Videos were liked on YouTube more than 21,000 times
MCM Amory Ross on board PUMA’s Mar Mostro
Social and
Multi Media
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
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
Twitter feed
+49.3% growth
20,000
16,812
15,000
10,000
Going viral
5,000
46
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
THE OFFICIAL VOLVO OCEAN RACE TWITTER FEED
28,000
1,800
Followers
Followers Added
1,600
24,000
1,400
20,000
16,000
1,000
12,000
800
600
Followers added 1
1,200
8,000
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
0
Oct 10
To see the video go to bit.ly/GOzhxV or go to www.youtube.com/volvooceanrace and search ‘Telefónica wave’.
YouTube see page 130
Kim Oblak
Mar 5
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.
Holy smoke!!! Must be the crossed-up sea state.
But that’s what #extremesailing is all about I guess.
Feb 13
»»
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.
Željko Serdar
Jan 23
»»
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.
Jan 2
As the file is played out in Race Control it is immediately
clear that the footage is incredibly powerful. Editors make
»»
Dec 12
»»
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.
a ‘rough cut’ and load it up on the official race channel
before starting work on the more polished footage for
broadcasters.
Followers
Nov 21
»»
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.
Followers
added 1
Oct 31
»»
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.
Followers
»»
0
True #sailing!
1
March 25, 2012:
alanwrenchable
47
Volvo Ocean Race Apps
Volvo Ocean Race Game
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
185,300
183,382
177,628
171,281
163,706
152,161
142,483
Brazil 6,519
nedewS
setatS detinU
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 6
Leg 7
Leg 8
Leg 9
UK 7,823
ylatI
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
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
160,000
dnalniF
60,000
40,000
Leg 3
Leg 4
136,314
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
144,869
Total up to
July 20
144,264
Last Race
total
Spain 24,628
France 7,678
sdnalrehteN
0
New Zealand 4,491
Portugal 4,926
niapS
142,924
40,000
VOLVOOCEANRACEGAME.COM – top 10 countries (players)
140,340
80,000
127,882
120,000
98,893
Number of Downloads
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
20,000
The Game App (Android)
48
the Game see page 128
Pre-Race
Leg 1
Leg 2
Leg 5
Leg 6
Source: United Games October 13, 2011-July 20, 2012 49
Social and
Multi Media
Tracking the fleet
»»
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.
»»
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.
»»
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.
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.
»»
»»
The Livestream platform also hosted live HD streaming of Leg Starts and In-Port Races alongside a forum
for fans to boost engagement.
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.
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
6.7 million video views recorded on
the Livestream channel during the
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)
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
RACE TRACKER: AVERAGE DAILY VISits
140,000
Leg 5
& Itajaí
Leg 6
& Miami
Leg 7
& Lisbon
Leg 8
& Lorient
Leg 9
& Galway
1,000,000
500,000
Source: Livestream Analytics October 10, 2011-July 20, 2012
50
131,112
123,164
64,254
46,016
94,565
105,189
52,713
101,106
0
Livestream see page 130
Leg 9
Leg 1
Leg 2
Leg 3
Leg 4
Leg 5
Leg 6
Leg 7
Leg 8
283,696
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
786,674
3,000,000
1,477,973
Leg 4
& Auckland
Leg 8
3,500,000
1,369,684
Leg 3
& Sanya
Leg 7
RACE TRACKER: Visits per leg
1,714,610
Leg 1
Leg 2
& Cape Town & Abu Dhabi
Leg 6
1,998,582
197,500
The May 31 arrival into Lisbon
pulled in 200,816 visits to
the Tracker and a record
7,894,980 page views
123,920
126,485
120,648
103,241
129,382
166,652
Alicante
Leg 5
Source: Géovoile November 5, 2011-July 20, 2012
3D tracker
1,500,000
0
Leg 4
3,134,284
282,410
Leg 1
59,291
50,000
18,030
100,000
Leg 3
0
200,000
150,000
Leg 2
60,557
30,000
300,000
57,902
59,551
Livestream - unique viewers by Leg & Stopover
+67.3% growth
66,558
90,000
120,594
120,000
2D tracker
60,000
250,000
daily average 2008-09
daily average 2011-12
51,501
2008-09
2011-12
82,522
83,292
On average, 59,965 unique viewers
watched each Leg Start on the
platform
Livestream
49,889
71,442
Social and
Multi Media
Leg 9
51
Economic Impact
Direct economic impacts estimated for selected sports events (€M)(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)
Huge crowds during the final week of the race in Galway
52
53
Race Village visitors Demographic Profile
Latin America 1.6%
USA/Canada 2%
Oceana/Africa/Asia 1.4%
Economic Impact:
Abu Dhabi
Economic Impact:
Alicante
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
1
Disagree
Neither agree nor disagree
Agree
Abu Dhabi Ocean Racing’s Azzam approaching her home port
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%
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
38.91M
1.32M
40.22M
14 Days Stopover
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
2
3
4
89% of visitors to the Race Village in
Abu Dhabi would recommend the city
as a tourist destination
countries were accredited for the Abu
Dhabi Stopover
1
Race Village visitors’ answers to the following question:
Do you agree with the following statement “I would
recommend Abu Dhabi as a tourismDisagree
destination”?
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
54
Agree
Disagree
Neither
Agree
Neither
Agree
Agree
96.2%
Residents in UAE
Disagree
Neither
19.2%Disagree
Neither
Rest of the
UAE: 31.4%
Neither
Neither
Disagree
Africa/Oceana/Latin
America: 1.9%
0.7%
Rest of Asia: 1.7%
3.3% 0.5%
Agree
Disagree
89%
All visitors
Race village, Alicante
Disagre
Neither
80.1%
Disagree
Agree
Neither
Agree
Disagree
Agree
Residents abroad
55
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%
Economic Impact:
Auckland
Economic Impact:
Sanya
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
Disagree somewhat
Disagree strongly
Neither
Agree norsomewhat
disagree
Disagree
disagree
strongly
19.3%
76.1%
ECONOMIC IMPACT – SANYA (IN RMB)
Agree somewhat
Agree
strongly
Neither
Agree nor
disagree
Agree Somewhat
Disagree
somewhat
Agree Strongly
16 Days + Pre-Race Period
Hainan
Rest of
China
Total China
Direct Impact1
334.17M
-18.3M
315.87M
Indirect Impact2
309.76M
0.64M
310.4M
Agree Somewhat
Agree Strongly
Foreign Race Village visitors answering the
question: Would recommend the rest of China as a
Disagree strongly
tourist destination?
Race Village, Auckland
ECONOMIC IMPACT – Auckland (NZ$)
Disagree somewhat
Induced Impact3
91.48M
-2.38M
89.11M
Agree Somewhat
10.3%
735.41M
-20.04M
Disagree strongly
715.37M
1
2
3
4
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%
Agree Strongly
Disagree strongly
Disagree somewhat
Agree Somewhat
Agree somewhat
Agree
Strongly strongly
Agree
Disagree somewhat
20.5%
69.2%
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)
Team Telefónica arriving in Sanya
56
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:
Galway
Economic Impact:
Lisbon
Race Village, Lisbon
ECONOMIC IMPACT – Galway (IN EUROS)
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
Lisbon Stopover
2
2
1.7% 0.8%
Don't
Know / No answer
2.5%
RTW
Disagree somewhat
2
1
95.1%
Other Portuguese district
Lisbon district
Disa
Agree somewhat
Neither
3
94.9%
Agree strongly
10.20M
Induced Impact3
4.89M
31.52M
Direct Impact1
19.54M
-3.73M
15.81M
Indirect Impact2
11.65M
-3.08M
8.57M
Induced Impact3
3.93M
-0.65M
3.28M
35.13M
-7.46M
27.67M
Don't know
3
n't Know / No answer
agree somewhat
ither agree nor disagree
ree somewhat
ree strongly
1.7%
Don't Know / No answer
Neither
Agree Som
Agree
3
2
Agree somewhat
Race Village visitors’ answers to the following question:
Do you agree with the following statement “I would
recommend Galway as a tourism destination”?
Agree strongly
Rest of Europe: 6.3%
Disagree somewhat
RTW
Don't know
other
Disagree strongly
Disagree
somewhat
Disagree
somewhat
Neither agree or disagree
Neither agree or disagree
Agree
Somewhat
Agree
somewhat
Agree
strongly
Strongly Agree
Agree Somewhat
Strongly Agree
Europe
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%
Neither
Rest of Ireland:
32.4%
Agree Som
Agree somewhat
2.2%
2.2%
Galway
Agree
Agree strongly
Lisbon district
95.6%
Residents abroad
58
Strongly disagree
Strongly disagree
98%
Rest of the world: 1.2%
Lisbon District: 83.9%
0.3%
Rest
Disagree
Agree somewhat
Agree
Agree strongly
Don’t know
1.7%
Other countries 13.0%
2.9% somewhat
Disagree
95.3%
80.1%
Galway City
Disa
Disagree somewhat
Agree strongly
Galway City
Rest of County Galway
Disagree somewhat
Rest of Portugal: 8.5%
Agree somewhat
Rest of Ireland
Residents in Portugal
Other countries
Disagree somewhat
Agree
Rest of Ireland
288 media representatives
were
of County Galway
accredited for the Galway Rest
Stopover
istrict
All visitors
98% of foreign visitors to the Race
Village in Galway would recommend the
city as a tourist destination
1
2
3
4
Disa
Agree Som
ortuguese district
Total
Ireland
Other countries
directly
Neither from investments made as a result of the Volvo Ocean Race
2
Agree Som
the Agree
hospitality industry)
3
4
Disa
Don't knowNeither agree nor disagree
Europe
Indirect Impact2
Don't know
1
2.7% 0.9% 1.3%
16.43M
RTW
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”?
Rest of
Ireland
Total Portugal
Direct Impact
1
Europe
Galway
7 Days Stopover
Disagree
strongly
Agree Somewhat
Disagree somewhat
Agree
Agree somewhat
Agree strongly
Rest of County
Galway: 29.7%
3
Disagree somewhat
Disagree somewhat
59
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
The 3D Cinema was the most popular attraction with 212,424 visitors around the
world
649,030
600,000
582,795
527,280
500,000
504,645
400,000
0
0
3D Cinema The Ride
The Dome The Grinder Volvo Trucks Jumping
Castle
Airballs
Source: Volvo Ocean Race. VORE: Volvo Ocean Race Experience
Alicante Cape Town Abu Dhabi Sanya
Auckland
Itajaí
Miami
Lisbon
Lorient
43,749
66,235
55,515
22,635
118,130
59,248
40,488
199,897
140,649
73,871
112,747
312,644
101,161
100,000
50,000
386,515
300,000
200,000
100,000
34,566
692,779
35,017
Total VORE visitors per Stopover
38,636
Total VORE visitors accumulated
700,000
57,799
Volvo Ocean Race Experience Visitors Per Stopover
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
Galway
Volvo Ocean RACE FOOTFALL - DAILY AVERAGE
Total VORE Visitors Per Stopover
Daily Average VORE Visitors
0
Itajaí
4,861
43,749
4,140
66,235
55,515
Auckland
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
Inside the 3D Cinema
61
The Volvo Ocean Race
Experience
Sponsorship
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.
»»
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.
Groupama sailing team on stage at the Galway Stopover
Official Logistics Partner DHL transport Volvo’s concept cars from port to port
62
Inmarsat dome at sea battling the elements
IWC Schaffhausen – always on the start line
63
A proven platform
VOLVO OCEAN RACE IMAGE VALUES (7 MARKET1 ANALYSIS)
Sponsorship
Volvo Ocean Race
Tennis (4 Grand Slam tournaments)
Golf (4 Major events)
Formula 1
Tour de France
Adventurous
Teamwork
Challenging
Exciting
High Quality
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
3.2
3.1
40
40
30
30
20
20
10
10
0
0
Over 35 Under 35
Yeas
years
64
30%
40%
50%
3.5
3.0
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.
1
20%
Volvo Ocean Race Fans
Sports Fans
4.0
38%
50
35%
50
4.5
62%
65%
60
10%
Source: IFM/SMS July 2012 . 1 Markets: Brazil, France, Italy, Netherlands, Spain, Sweden and UK Product service sector affinity
FAN DEMOGRAPHICS: AGE AND GENDER
60
0%
Volvo Ocean Race Fan
Sailing Fans
Sports Fans
Source: IFM/SMS July2011
70
Innovative
2.2
Average income of a Volvo Ocean Race fan is
€63K (+67% higher than general sports fan).
70
Environmentally
Friendly
0.5
0
Travel & Clothes &
Tourism Fashion
Source: IFM/SMS July2012
Cars
Insurance Credit
Cards
Sports Airlines & Financial Watches Luxury
Goods Flights Services
Goods
Fans gather in Sanya for the Leg Start
65
Sponsorship
FIFA
Tangible
Benefits 30%
Tangible
Intangible
11%
89%
Davis Cup
19%
81%
F1
20%
80%
Volvo Ocean Race
30%
70%
Breakdown of tangible Vs. intangible value
Source: IEG Valuation Statement for Volvo Ocean Race September 2012
Intangible
Benefits 70%
Sponsorship - intangible elements
Intangible
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%
Proven partnerships,
real value
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
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
»»
»»
»»
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
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.
Benefits to which a clear monetary value can be assigned include:
»»
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.
66
Tangible benefits
Signage 20%
Score (1-10)
Prestige of Property
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.
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
Prize-giving, Abu Dhabi
69
B2C Marketing
Fans crowd the main stage at the Alicante Stopover
Inside CAMPER’s Race Village store
70
The PUMA Quad
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
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.
RAGE VILLAGE FOOTFALL
Arrivals ceremony, Sanya
On stage, Abu Dhabi
Race Village Footfall - main RACE events
Stopover
Alicante
Cape Town
Abu Dhabi
Sanya
Auckland
Itajaí
Miami
Lisbon
Lorient
Galway
Event
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
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
Source: Volvo Ocean Race
72
73
Corporate guests
»»
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.
Hospitality
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.
Prize-giving, Lorient
74
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.
Telefónica
Abu Dhabi
hours of TV brand exposure:
606:33:16
353:39:39
brand mentions in print:
17,376
7,185
CAMPER
Groupama
699:56:01
622:02:47
12,583
13,147
PUMA
Sanya
577:19:02
10,205
222:35:20
5,647
Totals (teams only)
hours of TV brand exposure: 3,082:06:05
brand mentions in print: 66,143
76
77
Team Sponsorship
Impact
€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
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
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
The fleet fly their spinnakers, during the PORTMIAMI In-Port Race
team sponsorship return
Hull
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
On Screen Credit
Team Online Value
€ 3,351,996
€ 10,153,601
€ 12,289,079
€ 4,275,157
€ 7,636,732
€ 7,163,752
Source: IFM/SMS October10, 2011-July 20, 2012
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
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.
78
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).
€2,000,000
Hull Boat Side
Sail Main
€0
Abu Dhabi
CAMPER with
New Zealand
Sub title Text
Groupama
sailing team
PUMA Ocean
Racing
Powered by
BERG
Team
Sanya
Team
Telefónica
Picture Caption Text
Abu Dhabi
€4,000,000
All Other
€4.3 M
Bold Text
Headline Text
Jacket
€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
pre-Wave survey/Post-Wave survey unprompted awareness
T-Shirt
Headline Text
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
10%
T-Shirt
0%
Headline Text
On Screen Credit Abu Dhabi
Total Team Sponsorship ROI: Total Team Media Value + Intangible Value.
Verbal
CAMPER with
New Zealand
Groupama
sailing team
Sail
PUMA
Bold
Text Ocean
Racing
Powered
Editorial
Text by
BERG
Team
Sanya
Team
Telefónica
79
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.
80
81
Photo: Andrés Soriano, Team Sanya / Southern Indian Ocean during leg 2 of the Volvo Ocean Race 2011-12
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.
Bus, London
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 Sc haf f hause n B ou tique s : B eve r l y Hills | D uba i | G e neva | Hong Kong | Sha ngha i | Zur ic h
2003255_PA1Y_430x290_d_adv_ZS_4c_en.indd 1-2
82
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
83
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.
Sculpture made from rubbish – a result of the Skeleton Sea workshops in Itajaí
84
85
Keep The Oceans Clean!
Corporate
Responsibility
“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”
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
Young sailors take part in the Volvo Ocean Race Academy regattas
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
Academy briefing
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Try Sailing
87
Volvo Ocean Race
Youth Events
WINNER - Inmarsat MCM Award
Hamish Hooper
CAMPER with Emirates Team New Zealand
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!
Media Crew Member
Branding
Yann Riou
Groupama sailing team
Amory Ross
PUMA Ocean Racing powered by BERG
»»
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.
»»
Andrés Soriano
Team Sanya
Diego Fructuoso
Team Telefónica
“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.”
Nick Dana
Abu Dhabi Ocean Racing
88
89
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
91
Volvo Pavilion, Alicante
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
Case Study:
CAMPER
Case Study:
Abu Dhabi
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
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
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.
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
Results
»»
Build a social media network
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.
»»
Build credibility for the PUMA brand and product in sailing
Delivery
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.”
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.
Case Study:
PUMA
Case Study:
Groupama
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
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.
Case Study:
Telefónica
Case Study:
Sanya
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:
DHL
Case Study:
Inmarsat
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.
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.”
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.”
99
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
Case Study:
BCG
Case Study:
Thrane & Thrane
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.”
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.
101
Case Study:
IWC Schaffhausen
Scoreboard
ALL RACE RESULTS
Groupama
Place
102
Points
Place
Points
4
2
5
6
1
1
6
4
3
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
45
27
186
187
3
150
In-Port Race
1
37
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
0%
Groupama CAMPER
PUMA Telefónica Abu Dhabi
Sanya
6
5
25%
Legs
In-Port Race
6
50%
PODIUM POSITIONS
16
15
14
13
12
11
10
9
8
7
6
5
4
3
2
1
0
8
31.4%
68.6%
28.2%
In-Port Race
71.8%
87.3% 12.7%
75%
19.9%
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
7
“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.”
Place
1
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
Views
Points
3
80.1%
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.
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.
Place
2
19%
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.
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.
Points
20
81%
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 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.
Place
Sanya
3
3
Delivery
Points
Abu Dhabi
5
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.
Place
Telefónica
Leg 1, Alicante-Cape Town
16.2%
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.
popular Facebook page, with over 11,000 people entering.
Points
PUMA
In-Port Race, Alicante
83.8%
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.
CAMPER
PUMA Groupama CAMPER Telefónica Abu Dhabi Sanya
103
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.
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.
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.
104
All but one of the teams won
at least one of the in-port
races that were broadcast
live around the world in HD.
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.
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.
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.
105
Different ways to win
Honours Board
TOP 10 CLOSEST FINISHES RELATIVE TO DISTANCE SAILED
Distance
Nm
Between
Leg
Time gap
mm:ss
Sec/
Nm
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
5,220
4th CAMPER and 5th Abu Dhabi
33:40
0.387
1,956
2nd CAMPER and 3rd Puma
12:55
0.396
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
MAX BOAT SPEED over ground (GPS)
Team Telefónica
565
14.06.2012
8
3
Groupama sailing team
563
14.06.2012
8
4
559
14.06.2012
8
5
552
14.06.2012
8
6
Team Sanya
523
14.06.2012
8
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
106
Leg 6
Itajaí &
Miami
Leg 7
Miami &
Lisbon
Leg 8
Lisbon &
Lorient
Leg 9
Lorient &
Galway
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.
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.
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
36
34
32
32
2
38
31
8
30
29
14.06.2012
30
Leg
566
28
Date
CAMPER with Emirates Team New Zealand
40
33
Distance (Nm)
1
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.
31
Place Team
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.
Knots
IWC SCHAFFHAUSEN SPEED RECORD CHALLENGE
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
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
107
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
Closest Race
Race in Numbers
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
Team Telefónica lead the fleet, at the start of leg 9 from Lorient, France
108
For additional data
see page 132
109
42 knots
Broadening the platform
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
110
111
Volvo Ocean Race
2014-15
Communication innovation
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
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
2011-12
App
App

112
»» 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
Onboard Content
Factory
Museo
Volvo Ocean Race
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
114
115
116
Gallery:
Emotion
117
118
Gallery:
Guest Book
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.
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.
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.
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 Itajaí, Brazil.
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.
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.
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.
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
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
Average Race TV Value per broadcast by period/genre (in €)
Average TV Publicity Value per Broadcast by Period/Genre
90,000
Contents
Other
121
Online
123
Race TV Value
Television
Publicity Value
80,000
Dedicated
70,000
TV News
60,000
50,000
40,000
30,000
123
Radio
124
Media Accreditations
124
www.volvooceanrace.com
125
www.volvooceanracegame.com
127
Race Trackers
128
20,000
10,000
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
Print
Leg 9 +
Galway
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
Facebook
128
YouTube
130
Portugal
New Zealand
Brazil
UAE
Ireland
Livestream
130
Volvo Ocean Race Experience
131
USA
Germany
South Africa
UK
Italy
Race Statistics
132
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
120
121
Television
TV News: Cumulative Audience
1,500,000,000
2011-2012
1,500,000,000
1,283,438,532
600,000,000
2008-2009
2011-2012
48:00:00
869,384,590
1,200,000,000
300,000,000
36:00:00
24:00:00
2011-2012
900,000,000
0
54:11:53
+48% growth
2008-2009
3840:00:00
1,283,438,532
600,000,000
869,384,590
300,000,000
0
53:53:41
1,283,438,532
600,000,000
869,384,590
0:00:00
1920:00:00
0
0:00:00
1,500,000,000
1,200,000,000
2008-2009
1,283,438,532
600,000,000
300,000
300,000,000
0
300,000,000
0
1920:00:00 Source: IFM/SMS October 10, 2011-July 20, 2012
80,000,000
60,000,000
8,079,903
20,000,000
9,770,758
0
Pre Race +
Leg 1 +
Alicante
Cape Town
Number of TV Broadcasts – Growth
Leg 2 +
Abu Dhabi
2008-2009
Growth in Number of Broadcasts
8,000
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
9,923,751
Leg 7 +
Lisbon
Leg 8 +
Lorient
Leg 9 +
Galway
Number of Broadcasts by Period
7,000
2011-2012
2008-2009 Daily Average
6,000
5,000
4,000
3,000
2,073
200
89.9% growth
150
248
221
100
226
223
2,000
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
50
Pre Race +
Alicante
Leg 1 +
Cape Town
Leg 2 +
Cochin/Abu Dhabi
Print Articles: number of articles
Audience Growth 110
85
Leg 3 +
Leg 4 +
Leg 5 +
Singapore/Sanya Qingdao/Auckland Rio de Janeiro/Itajaí
Leg 6 +
Boston/Miami
131
110
1,092
Leg 7 +
Galway/Lisbon
Leg 8 +
Goteborg/Lorient
Leg 9 +
Stockholm/Galway
2008-2009
Global TV audience by leg
12,000
1,000,000,000
10,000
800,000,000
8,000
600,000,000
6,000
159,764,441
302,974,478
Pre Race +
Leg 1 +
Alicante
Cape Town
171,847,640
Leg 2 +
Abu Dhabi
119,465,550
Leg 3 +
Sanya
Leg 4 +
Auckland
166,202,031
Leg 5 +
Itajaí
Number of Men,ons 40,000
14,000
Accumulated global TV audience
287,795,553
Print Articles: number of event mentions
Number of Articles
1,600,000,000
103
73
194
194
159
0
Cumulative TV audience – growth
400,000,000
108
205
205
Source: 2008-09 data - Meltwater News September 20, 2008-July 12, 2009. 2011-12 data - Meltwater News from October 10, 2011-July 20, 2012
1,200,000,000
117
96
226
202
202
174
154
1,400,000,000
2011-2102 Daily Average
250
Average Daily News
Number of Broadcasts
25,236,944
300
9,000
122
11,522,058
Average Daily Online News Per leg & Stopover
Average Daily Online News per Leg+Stopover Number of Broadcasts Growth
0
Leg 9 +
Leg 9 + Galway
Galway 100,000,000
0:00:00 0
200,000,000
Leg 8 +
Leg 8 + Lorient
Lorient 40,000,000
3296:38:38 960:00:00 50,000
0
Leg 7 +
Leg 7 + Lisbon
Lisbon 4707:58:25 259,505
259505.7888 1,000
Auckland Leg 6 +
Leg 6 + Miami
Miami GrowthininPublicity
TV Value Value
Growth
TV ValueValue
By Period
Publicity
by Period
120,000,000
869,384,590
43% growth
2880:00:00 344,433
344433.2318 100,000
Leg 5 +
Leg 5 + Itajaí
Itajai 140,000,000
1,283,438,532
600,000,000
3840:00:00 250,000
150,000
Leg 4 +
Leg 4 + Auckland
Publicity Value Growth 2011-2012
Dedicated Coverage: Hours of Coverage 4800:00:00 869,384,590
200,000
Leg 3 +
Race TV Value – Growth (in €)
2008-2009
900,000,000
400,000
+33% growth
Leg 2 +
Leg Dhabi
2 + Abu
dedicated coverage: hours of coverage
2011-2012
Other Programmes: Average Audience per Broadcast 900,000,000
2008-2009
2011-2012
Pre Race +
Leg 1 +
Pre Race + Cape
Leg Town
1 + Alicante
1,500,000,000
Other programmes: average Audience per broadcast
1,200,000,000
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 Leg 3 + Sanya
Alicante Source: IFM/SMS October 10, 2011-July 20,
2012 Cape Town Abu Dhabi Sanya TV ValueValue
Publicity
350,000
2880:00:00
960:00:00
300,000,000
12:00:00
Growth in Hours of Coverage Hours of Coverage by Period Appendix
60:00:00
4800:00:00
2008-2009
2011-2012
900,000,000
TV News: Hours of Coverage
Hours of Coverage Growth Hours of TV Coverage – Growth and by period
Hours of Coverage 1,200,000,000
2008-2009
900,000,000
Television / Online / Print
1,500,000,000
TV News: Cumulative
audience
TV News: Hours of coverage
1,200,000,000
Additional data
Hours of coverage
Additional data
2011-2012
2011-2012
89,941,316
67,230,005
79,503,909
Leg 6 +
Miami
Leg 7 +
Lisbon
Leg 8 +
Lorient
Leg 9 +
Galway
54.8% growth
30,000
11,407
4,000
110,792,146
2008-2009
16% growth
13,266
13,266
(+16%)
38,581
38,581
(+55%)
20,000
10,000
24,931
2,000
0
0
123
Print / Radio / Accreditations
Additional data
volvooceanrace.com – Average Daily visits / average daily unique visits
PRINT: Readership
by geographic
reach
of publication
/ growthin
inReadership
readership
Readership
by Geographic
Reach
of Publication/Growth
1200 8
7
1000 800 5
327
600 437
420
219
3
290
321
316
355
269
Leg 2 + Abu Dhabi
Leg 3 + Sanya
Leg 4 + Auckland
Leg 5 + Itajai
Leg 6 + Miami
Leg 7 + Lisbon
199
Leg 8 + Lorient
Leg 9 + Galway
1,283,438,532
2,500,000,000
3,000,000,000
2011-2012
600,000
400,000
ASIA 40%
AMERICA 17%
AFRICA OCEANIA 27%
TV News:
1,500,000,000
Nationalities
Media Outlets
Alicante
711
44
407
Cape Town
96
13
75
Abu Dhabi
362
44
180
Sanya
417
19
223
3,000
2011-2012
600,000,000
12.3% growth
2,500
1,500
40,000,000
30,000,000
135
179
Lorient
212
26
166
Galway
288
32
231
Total
2,954
86
1,102
Average
295
27
187
0
124
Appendix
Galway
Leg 9
Lorient
Leg 8
Lisbon
Leg 7
Miami
Leg 6
Itajai
Germany
Sweden
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
1,500,000,000
number of nationalities of accredited journalists
2008-2009
Nationalities of Accredited Journalists
2011-2012
900,000,000
100
VOLVOOCEANRACE.COM – Geographical distribution
80
Africa 1.44%
volvooceanrace.com
americascup.com
sailing.org
2011-2012
40
1,283,438,532
869,384,590
1,200,000,000
1,283,438,532
600,000,000
869,384,590
2008-2009
2011-2012 83.0% growth
300,000,000
0
0
2,954
2,954
86
86
40
1,000
500
Netherlands
50,000,000
156
60
2,631
Pageviews (CN)
115
300,000,000
2,000
United Kingdom
9
30
New Zealand
Pageviews (ES)
23
26
Pageviews(FR)
Spain
United States
60,000,000
262
246
79,468,175
70,000,000
173
187
Pageviews (EN)
80,000,000
Auckland
Miami
Volvooceanrace.com – Top 10 countries
France
90,000,000
Itajaí
2008-2009
Number of Accredited Journalists
900,000,000
Volvooceanrace.com - Total Page Views (by language)
Accredited
Journalists
1,200,000,000
2008-2009
volvooceanrace.com – total page views (by language)
Stopover
Volvo Ocean Race
CumulativeSource:
Audience
Number of accredited journalists
3,500
Media accreditations – by Stopover
Lisbon
Leg 5
0
1,168,860,000
Auckland
200,000
Leg 4
1,168,860,000
2,483,409,552
0
From Europe
From Asia
From America
EUROPE From Africa
From Oceania
ENG
800,000
0
Source: USB Content and IFM/SMS October 10, 2011-July 20, 2012
Media accreditations
geographical
distribution
Accreditations–Geographical
Distribution
FRA
1,000,000
300,000,000
500,000,000
1,000,000,000
Source:0 USB Content and IFM/SMS October 10, 2011-July 20, 2012
ESP
1,200,000
2011-2012
112.5% growth
0
500,000,000
14%
60,000
CHN
1,400,000
1,283,438,532
2,483,409,552
2,483,409,552
2%
50,000
1,600,000
869,384,590
5,529
1,168,860,000
500,000,000
40,000
Volvooceanrace.com - Average Page Views Per day (by period and language)
Sanya
0
30,000
volvooceanrace.com – average page views per day (by period and language)
600,000,000
2011-2012
2008-2009
1,500,000,000
2,000,000,000
2,000
1,500,000,000
1,470
20,000
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.
1,000,000,000
1,500,000,000
1,000
1,000,000,000
10,000
2008-2009
Radio: Cumulative
Audience
2008-2009
869,384,590
2,000,000,000
2,500,000,000
276.1% growth
2011-2012
0
900,000,000
3,000,000,000
300,000,000
3,000
2,000,000,000
Radio: Cumulative Audience
2011-2012
2008-2009
4,000
2,500,000,000
0
Average Daily Unique Visitors
1,200,000,000
2008-2009
Radio: Number of900,000,000
Broadcasts
Radio: Cumulative Audience
600,000,000
2008-2009
0
0
Radio:Cumulative Audience
1,200,000,000
2011-2012
50,000
1,500,000,000
Radio: Number of broadcasts
5,000
3,000,000,000
Leg 2
150,000
100,000
1,500,000,000
Leg 7
Leg 3
1
Leg 1
Leg 6
Leg 3
Leg 1 + Cape
Town
275
212
166
2
Leg 4
Leg 5
200,000
Abu Dhabi
Pre Race +
Alicante
361
250,000
Cape
200 229
513
507
300,000
Leg 2
400 4
584
411
Leg 9
350,000
Leg 1
385
Leg 8
400,000
6
0 6,000
450,000
National
Average Daily Visits
Regional
National
Growth in Readership (in billions)
Readership per period (In millions)
Growth
Growthinincumulative
Readership readership
Regional
Alicante
Additional data
20
47
Other 0.58%
(not set)
Asia 2.68%
Africa
Oceania 9.09%
30
Europe 67.97%
Asia
20
Oceania
10
Americas 18.23%
0
July 2011
Americas
July 2012
a
0
Source: Alexa July 2011-July 2012
125
Additional data
Additional data
Mobile Devices
Visits: Operating System
volvooceanrace.com
– mobile devices visits
0.43%
1.74%
VOLVOOCEANRACE.COM – CUMULATIVE VISITS
Daily PAGE VIEWS
volvooceanrace.com
wtatennis.com
wrc.com
0.39%
50,000,000
5000
15.01%
2008-09
2011-12
iOs
Android
41,580,298
40,081,850
40,000,000
Blackberry
Symbian Os
www.volvooceanrace.com / www.volvooceanracegame.com
36,251,748
20,000
32,770,205
Windows
40,000
82.43%
30,000,000
28,010,877
80,000
23,404,994
21,203,118
July 2011
July 2012
22,503,670
21,727,605
20,000,000
16,031,200
77.7% growth
20,294,169
17,678,652
11,936,475
11,492,115
10,000,000
DAILY REACH (PERCENT)
7,086,364
DAILY PAGE VIEWS (PERCENT)
6,785,346
0.04
0.002
0.03
0.0015
0.02
0.001
0.01
0.0005
3,826,950
838,534
volvooceanrace.com
wtatennis.com
wrc.com
volvooceanrace.com
wtatennis.com
wrc.com
9,039,301
384,689
0
Pre-Race
Leg 1
Leg 2
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
0
July 2011
July 2012
0
July 2011
1,500,000,000
100,000
80,000
5
0,0006
July 2011
July 2012
July 2011
900,000,000
July 2012
Appendix
371,926
53,759
87,021
139,165
Stockholm
Galway
Leg 9
42,373
112,588
115,220
Leg 8
Göteborg
Lorient
129,860
39,993
Galway
Lisbon
Leg 7
43,217
86,866
Boston
Miami
2008-2009
2011-2012
2008-2009
2011-2012
48.7% growth
less than $10.00
1,283,438,532
600,000,000
92,909
300,000,000
60,000
62,413
40,000
20,000
0
0
126
volvooceanrace.com
americascup.com
sailing.org
10
0,001
VOLVOOCEANRACE.COM – PLAYER INCOME (IN US$)
website average daily visits
1,200,000,000
0,0015
112,149
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
Daily PAGE VIEWS per user
volvooceanrace.com
americascup.com
sailing.org
Leg 6
July 2012
Daily PAGE VIEWS (PERCENT)
216,148
237,603
131,560
137,610
205,474
37,075
68,851
129,001
142,310
63,051
85,397
53,433
122,422
Chingdao
Auckland
5
2
Leg 4
4
Singapore
Sanya
0
6
Leg 3
50,000
10
Cochin
Abu Dhabi
8
100,000
18,319
34,134
10
150,000
volvooceanrace.com
wtatennis.com
wrc.com
15
Alicante
Alicante
12
142,582
166,506
200,000
volvooceanrace.com
wtatennis.com
wrc.com
Leg 2
250,000
Cape Town
Cape Town
117,746
210,843
300,000
Leg 1
DAILY PAGE VIEWS PER USER
61,175
98,967
350,000
105,947
198,450
400,000
52,839
111,907
450,000
July 2012
Rio de Janeiro
Itajaí
0
July 2011
July 2012
Leg 5
0
July 2011
405,739
VOLVOOCEANRACE.COM – CUMULATIVE PAGE VIEWS
0
869,384,590
$10.00-$50.00
$50.00-$75.00
$75.00-$100.00
$100.00-$150.00
more than $150.00
0
165
330
495
660
825
990
0
Source: Volvo Ocean Race survey of 2,713 players June 10-12, 2012
127
www.volvooceanracegame.com / Race Trackers / Facebook
How you hear about Volvo Ocean Race Game How did dyid ou hear about Volvo Ocean Race Game Volvooceanracegame.com – how did you hEAR ABOUT IT?
2011-‐2012 2011-‐2012 FACEBOOK FAN PAGE ACTIVITY OVER TIME
400 100 0 Source: Simply Measured October 10, 2011-July 20, 2012
Facebook: Post Type Mix Over Time
TOTAL ENGAGEMENTS BY POST TYPE
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
3,500,000
2 2 12
-‐7
/7
/1
/1
/1
23
/9
6/
2-‐
/1
1/
17
6/
7/
/1
12
-‐6
12
26
2/
5/
2-‐
/1
3/
20
6/
/1
28
4/
/1
2-‐
-‐5
6/
12
/1
5/
5/
/1
12
31
4/
3/
/1
-‐4
12
22
8/
4/
4/
/1
12
17
2-‐
3/
3/
2-‐
/1
/1
25
11
3/
/1
3/
2-‐
/1
3/
12
18
4/
2/
2/
2-‐
/1
12
26
2-‐
/1
2/
2/
2 /1
/1
21
/7
1/
-‐1
2-‐
/1
15
29
12
1/
1/
0/
24
/1
2/
-‐1
1/
1/
12
1-‐
11
8/
/1
12
2/
/1
1/
/1
10
1-‐
/1
/9
26
0
Appendix
0
5,000
10
20,000
10,000
-‐1
0 15,000
/1
5,000 Other 20,000
11
10,000 Link 25,000
11
15,000 Status 30,000
0/
20,000 10
/9
/
10 11/2 10
/1
3
11 /11 5/
/6 -10 1
/
11 11- /29
/
/2 11
/
0
12 /11 12/
/4 -1 1
/1 1/2
12 1/1 12 6/
/
8/
1 10
1/ 1-1 /1
2
1
1/ /12 /24
15 -1
/
/1 /7
1/ 2-1 /12
29 /2
2/ /12 1/1
2
12
/1 2/4
2/ 2-2 /12
26 /1
8
3/ /12 /1
2
11
/ 3/
3/ 12- 3/1
2
25 3/
/1 17
4/ 2-3 /12
8/ /3
1
1
/
4/
2
22 -4/ 12
/1 14
5/ 2-4 /12
6/ /2
5/ 12- 8/1
2
20 5/
/1 12
2
/1
6/ -5/2 2
3
6/ /12 6/1
2
17
/1 6/9
2
/1
7/ -6/2 2
1/
3
12 /1
-7 2
/7
/1
2
40,000
25,000 /4
Leg 3
30,000 Mul$media 35,000
/2
60,000
35,000 12
Leg 2
80,000
Total Engagement
11
Leg 9
Other
5/
Leg 6
Leg 5
Leg 1
Link
29
100,000
Status
200 180 160 140 120 100 80 60 40 20 0 1-‐
120,000
Number of Posts by Type Leg 7
Likes + Comments + Shares
Leg 8
Leg 4
Likes + Comments + Shares Multimedia
140,000
Facebook: Total Engagements by Post Type over time
Post Type Mix Over Time
160,000
24,804
/1
Volvo Ocean Race Tracker – Daily Visits & Daily Views
0
Fan Comments
0/
Source: Volvo Ocean Race survey of 2713 players June 10-12, 2012
4,465
/2
23%23%
Fan Posts
-‐1
OtherOther
Source: Volvo Ocean Race survey of 2713 players June 10-12, 2012
200 4,349
11
ViaVolvo
the Volvo
Ocean
website
Via the
Ocean
RaceRace
website
10%10%
Other Other 300 Admin Posts
3/
Wall Posts
53%
29%
2,000
1,800
1,600
1,400
1,200
1,000
800
600
400
200
0
500 and advertisement
around
MediaMedia
and advertisement
around
VolvoVolvo
Ocean
2011-2012
Ocean
RaceRace
2011-2012
Primary Primary educa4on educa4on Fan Comments
/6
a family
member,
or co-worker
FromFrom
a family
member,
friendfriend
or co-worker
40%40%
Professional educa4on Professional educa4on 53%
Admin Wall Posts
600 11
Fan Wall Posts
I played
last edition
I played
last edition
24%24%
University degree degree University 29%
Engagement Details 3% 3%
15%
Facebook: Engagement details
Facebook: Fan Page activity over time
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/ 1
11 3/1 -11 5/1
/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- /10 1
12 8/1 12 /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/ /12 -6/9 2
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
15%
3%
Facebook
10
What is your evel level of educa2on VolvoOceanRaceGame.com
education
What is ylour o–f players’
educa2on 3%
Additional data
Fan Comments
Additional data
4,000,000
Average Daily Page Views
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.
1,500,000,000
Race Tracker - Average Daily Page Views
1,400,000
2,216,984
2,000,000 1,789,516
1,498,254
1,233,143
843,756
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
800,000
Leg 9
535.9% growth
400,000
0
224,562
Cammas Groupama
PUMA Ocean Racing
Likes/Comments/Shares
Oman Sail
10,000 5,000 11
-1
0/
16%
3/
11
14%
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 8%
10%
12%
Engagement
10
/2
6%
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
73
Shares per Post
15
Clicks per Post
16
Facebook: impressions and page views
Page Views
Shares on Admin Posts
15,000 /9
/
4%
20%
Likes per Post
-
Likes on Admin Posts
20,000 10
2%
18%
5
Facebook: Engagement on admin posts
Impressions & Page Views 25,000 Oracle Team USA
0
Comments per Post
30,000 Maxi Banque
Populaire
60,000
20,000
Comments on Admin Posts
50,000
1,500,000
40,000
Admin Wall Posts
200,000
America’s Cup
80,000
500,000
0
ENGAGEMENT ON OUTBOUND MARKETING
Volvo Ocean Race
100,000
2,000,000
Facebook: Engagement on outbound marketing
250,000
150,000
2,500,000
1,000,000
200,000
Facebook: Benchmark against other sailing properties
120,000
600,000
100,000
869,384,590
300,000,000
1,000,000
0
Number of fans
1,427,965
Averages Per Post Total Reach
3,000,000
200
180
160
140
120
100
80
60
40
20
0
Total Impressions
25,000,000
60,000
20,000,000
50,000
15,000,000
40,000
30,000
10,000,000
5,000,000
0
20,000
10,000
0
Engagement on Admin Posts Comments on Admin Posts
22,772
Likes on Admin Posts
318,908
Shares on Admin Posts
67,010
Clicks (bit.ly)
69,726
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/
1
15 /
/ 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
725,311
1,283,438,532
600,000,000
Total Impressions
1,000,000
2011-2012
1,200,000
Admin Posts
1,477,222
Engaged Users
2008-2009
/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
2
11
2
/ -3
3/ 12- /3/1
25 3/
2
/1 17
2
/1
4/
8/ 3/3 2
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
3,001,009
Average Daily Page Views
3,000,000
900,000,000
1,600,000
2011-2012
10
3,928,305
2011 - 2012
2008 - 2009
Race Average
Last Race Average
Facebook: Averages per post
TOTAL REACH & ENGAGED USERS
2008-2009
Total Reach 1,200,000,000
4,000,000
Facebook: Total Reach and engaged users
Volvo Ocean Race Tracker – Average Daily Views
Engaged Users Race Tracker – Average Daily Page Views
129
Additional data
Facebook / YouTube / Livestream
Facebook: engagement by post (averages)
Additional data
Livestream / Volvo Ocean Race Experience
Livestream: by leg & Stopover
YouTube: Top 5 Sharing Services
livestream: leg start unique live viewers
YouTube - Top 5 Sharing Services
Engagement by Post Type (Averages) Shares/Post
100
60
40
25
7
2
-
20
Status
Link
ВКонтакте
5
5
4
2
0
Photo
Video
140,000
1,000,000
120,000
800,000
100,000
600,000
80,000
60,000
400,000
40,000
200,000
20,000
Google+
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
0
Leg 9 +
Galway
Leg 1 start
0
2,000
4,000
6,000
8,000
Leg 2 Start Leg 3 Start Leg 4 Start Leg 5 Start Leg 6 Start Leg 7 Start Leg 8 Start Leg 9 Start
10,000 12,000 14,000 16,000
Source: Livestream October 29, 2011-July 20, 2012
Source: YouTube Analytics October 10, 2011-July 20 2012
Livestream: in-port race unique live viewers
YouTube: Views Evolution
Total Footfall & Volvo Ocean Race Experience footfall
YouTube - Views Evolution
Total Footfall
Livestream -‐ In Port Race Unique Live Viewers 180,000
700,000
60,000
120,754
118,130
120,000
98,458
600,000
160,000
VORE Footfall
800,882
800,000
200,000
100,000
Cape Town
Sanya
Auckland
Itajai
Miami
Lisbon
Lorient
Galway
100,000
0
20,000
0
Oct-11
Nov-11
Dec-11
Jan-12
Jan-12
Feb-12
Mar-12
Apr-12
May-12
Jun-12
YouTube: Views Evolution
Auckland
552,047
8
Itajaí
,77
22
Miami
Lisbon
20,000
Lorient
Galway
0
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.
Jul-12
40,000
230,000
Alicante
40,000
43,749
202,490
40,079
200,000
80,000
60,000
55,515
25,823
0
61,143
300,000
20,000
10,000
60,000
74,183
66,235
400,000
282,000
80,000
500,000
276,651
100,000
40,000
30,000
273,747
120,000
124,271
Unique
viewers
Uninque
Viweres
140,000
Total Footfall
50,000
124,604
20
Blogger
32
160,000
1,200,000
Unique
Viewers
Uninque Viweres
Twitter
76
80
Livestream -‐ Leg Start Unique Live Viewers Livestream - by Leg + Stopover
Facebook
104
Volvo Ocean Race Experience: cumulative & individual footfall
VORE Cumulative & Individual Footfall
800,000
VORE Cumulative Footfall
700,000
Unique viewers 250,000
200,000
150,000
VORE Cumulative Footfall
80,000
500,000
400,000
300,000
120,754
Dec-11
Jan-12
Feb-12
Mar-12
Apr-12
May-12
Jun-12
Jul-12
r
Af
te
nt
ie
on
ay
+
Lo
r
+
Le
g
9
+
Le
g
G
8
alw
i
+
7
g
Le
Le
g
6
+
Li
M
Ita
sb
ja
iam
i
d
+
5
g
Le
+
4
Le
g
Le
g
3
+
Au
ck
Sa
ny
lan
a
i
ha
b
D
Ab
Le
g
2
+
+
C
+
ap
u
e
Al
ic
To
an
w
te
n
Total Unique Visitors (Live + On Demand)
Overall Total Streams (Live + On Demand)
1
0
Cape Town Abu Dhabi
Cape Town Abu Dhabi Sanya !Auckland Itajai Miami Lisbon Lorient Galway Volvo Ocean Race Experience: Average Daily Visitors & VORE Average DAily Visitors by Attraction
YouTube: Subscribers Added per Period
0
20,000
2,000,000
4,000,000
6,000,000
8,000,000
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
Livestream: visitors & streams
4,000
3,500
3,000
2,500
2,000
1,500
1,000
500
0
g
43,749
22,778
Volvo Ocean Race Experience Average Daily Visitors by Attraction
Nov-11
youtube: subscribers added per period
Le
40,000
66,235
55,515
40,079
!Alicante Source: YouTube Analytics October 10, 2011-July 20 2012
Ra
ce
74,183
61,143
0
0
Oct-11
e
60,000
118,130
98,458
100,000
50,000
Pr
100,000
600,000
200,000
100,000
130
120,000
VORE Footfall
Views 300,000
VORE Footfall by Stopover
350,000
0
131
Appendix
Comments/Post
Volvo Ocean Race Experience Footfall
Likes/Post
120
Additional data
Race Statistics
Additional data
Max WAVE HEIGHT
max True Wind Speed
66
Max
Groupama
CAMPER
Puma
Telefonica
Abu Dhabi
Team Sanya
62
Max
Groupama
CAMPER
Puma
Telefonica
Abu Dhabi
16.3
40
Team Sanya
15.0
35
58
13.8
30
54
IN-‐PORT RACES SERIES -‐ RANKING IN-‐PORT RACES SERIES -‐ POINTS 44
44
42
40 4
11.0
Team Sanya
3
20
9.8
0
9.7
9.4
38
Puma
Abu Dhabi
Abu Dhabi
25
Metres
44
CAMPER
Telefonica
2
Team Sanya
46
Groupama
1
Telefonica
13.0
50
50
Knots
1st Puma
2nd CAMPER
3rd Groupama
4th Abu Dhabi
Groupama
5th Telefónica
CAMPER
6th Sanya
Puma
45
17.0
in-port race serieS: ranking
In-Port Race series - points
70
70
Race Statistics
9.6
4
15
9.0
8.2
33
34
30
30
10
7.3
7.0
7.0
5
5
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
0
In-Port Race,
Alicante
Leg 9
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
2.0
4.0
6.0
8.0
10.0
12.0
14.0
16.0
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
In-Port Race series - points
IWC SCHAFFHAUSEN 24-‐HOUR RUN -‐ BEST RUN PER LEG (AVERAGE SPEED IN KNOTS) 0.0
6
In-Port Race,
Alicante
POINTS OVERALL WITH AND WITHOUT IN-PORT RACES
Groupama
CAMPER
PUMA
In-Port Race,
Galway
18.0
20.0
22.0
Leg 1, Alicante-Cape Town
24.0
250
23.0
Groupama
Groupama w/o In-Port Races
200
Leg 2, Cape Town-Abu Dhabi
19.9
CAMPER
CAMPER w/o In-Port Races
Puma
Leg 3, Abu Dhabi-Sanya
Puma w/o In-Port Races
14.9
150
Telefonica
Telefonica w/o In-Port Races
Abu Dhabi
22.0
Abu Dhabi w/o In-Port Races
100
Leg 5, Auckland-Itajai
Team Sanya
22.0
Leg 6, Itajai-Miami
21.3
50
Leg 7, Miami-Lisbon
Appendix
22.4
0
23.6
Leg 9, Lorient-Galway
16.3
Ranking overall
Results: Off-Shore legs only
Puma
Abu Dhabi
Team Sanya
40
1
38
ay
alw
32
29
,G
nt
alw
ay
-G
nt
ie
6
or
t
In
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
Le
Leg 2
Leg 4
Leg 3
Leg 5
Leg 6
Leg 7
Leg 8
Results: placing
Best 24 hour run
570
Puma
Team Sanya
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
Leg 9
Abu Dhabi
Leg 9, LorientGalway
6
Leg 1
CAMPER
Team Sanya
4
20
Telefonica
Puma
Abu Dhabi
3
5
22
Groupama
CAMPER
Telefonica
2
18
RESULTS -‐ PLACING Groupama
3
-P
9,
Le
In
Le
Ra
ce
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
-P
In
RESULTS -‐ IN-‐PORT RACES ONLY 24
g
2,
an
ya
D
ha
bi
bu
,A
Ra
ce
To
w
ap
e
C
In
-P
or
Le
g
n
w
n
To
To
w
e
ap
e
C
ap
C
e-
e,
tR
ac
nt
nAb
u
an
te
Ali
c
e,
Ra
c
or
t
-P
Ali
ca
In
Team Sanya
2
26
1,
Puma
Abu Dhabi
4
6
g
CAMPER
Telefonica
28
5
Le
Groupama
1
30
Knots
4
31
32
31
32
34
3
Results: in-port races only
1
36
2
RESULTS -‐ LEGS ONLY 35
CAMPER
Telefonica
40
Groupama
CAMPER
PUMA
Telefónica
Abu Dhabi
Team Sanya
42
Groupama
39
RANKING OVERALL 42
MAX BOAT SPEED through water (Knots)
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
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
bon
i-Lis
iam
7, M
Leg
t
rien
n-Lo
isbo
8, L
Leg
ay
alw
nt-G
orie
9, L
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
Race Partners
Race Sponsors
Race Suppliers
Supported
Organisations
Head office:
Volvo Ocean Race S.L.U.
Muelle no 10 de Alicante
Puerto de Alicante
03001 Alicante Spain
For further information please contact:
The Commercial Team at Volvo Ocean Race
Email. [email protected]
Tel. +34 966 011 100

Race Report - Volvo Ocean Race

Transcription

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