Subtle changes in positioning are always great to watch. One of our favourites was when Fosters changed its strapline from ‘Australia’s Favourite Beer’ – a blatant lie, to ‘Australia’s Famous Beer’. Thankfully, Cowes Week seem to be adapting their promotional material. Gone is the ‘World’s Oldest Sailing Regatta’ – not necessarily a good thing, and in comes ‘the World’s Best-Known Sailing Regatta’.
There is no doubt, that Cowe’s Week needs to keep working on reinventing itself and make it relevent in 2010. This weekend, the Isle of Wight will host 1754 boats in the annual J. P. Morgan Asset Mangement Round the Island Race. The one day event is more of a spectacle than Cowes Week and attracts some of the most interesting boats from around the world. (More on the Round the Island Race next week…)
With just 46 days to go until this year’s Cowes Week, organisers are still without a title sponsor, and unlikely to find one in such a short space of time. Nevertheless, organsiers have announced that a new bubbly will be supporting the event which will add to its luxury positioning.
Piper-Heidsieck (a Remy Cointreau brand) will become the official champagne of Cowes Week. The sponsorship extends the brand’s association with the marine industry, adding Cowes Week to its portfolio of sponsorships which also includes the Southampton and London Boat Shows.
In the past, much of the sponsorship activation for champagne sponsors has been centred around ‘Ladies Day’. In 2010, as part of its sponsorship, Piper-Heidsieck will welcome Cowes Week participants to enjoy a glass of champagne at a bar situated at Cowes Yacht Haven.
Commenting on the announcement Michelle Warner, Sales & Marketing Director for Cowes Week Limited said:
“Throughout the Week there is always much cause for celebration. Whether or not you’re winner, there’s a strong sense of teamwork and achievement after a day’s racing out on the water and we’re thrilled that we have the perfect partner to help Cowes Week participants and visitors celebrate their own personal Cowes Week triumphs in style”.
Piper-Heidsieck’s UK representative, Victor Lanson, said,
“We are delighted to be associated with such a historic, prestigious and fun event. We hope everyone at Cowes, competitors and spectators, adds to their experience by enjoying a glass of Piper-Heidsieck.”
More Cowes Week News…