How do you represent the substance and prestige of an Olympic qualifying event, the physical and intellectual challenge that is international sailing, the excitement of an event that will be four times the size of the 1987 America’s Cup defence held in Fremantle while, at the same time, remaining uniquely Western Australian?
Perth 2011 and their branding gurus have come up with a new Master Brand for Perth 2011 ISAF Sailing World Championships. The event will be held in Fremantle, Western Australia from Saturday 3 December to Sunday 18 December 2011 and will be the primary qualifying event for the 2012 London Olympic Games for the 10 competing sailing disciplines.
As the Volvo Ocean Race is showing in Galway, hosting a world class sailing event is big business. It’s something that the Vendee Region in France has known for some time and something that smart tourism officials are becoming increasingly aware of. An anticipated 5,000 visitors, including 1,500 sailors, from 80 nations are set to arrive for one of the largest international sporting events in Western Australian history.
Tourism WA Chief Executive Officer Richard Muirhead said Perth 2011 would showcase Western Australia as a world class holiday destination:
“Combined with its natural beauty, Western Australia’s summer will ensure that ideal wind and weather conditions provide a worthy test for sailors and guarantee a world-class display for spectators, while also showcasing our beautiful State to the world,”
In announcing the decision to award the next event to Western Australia, the International Sailing Federation (ISAF) noted sailing conditions and venue facilities as top priorities in selecting the host city. They also highlighted Perth and Fremantle’s strength in these areas, with the famous winds affectionately known as the ‘Fremantle Doctor’ providing ideal sailing conditions and a high level of existing sailing infrastructure.