With about 8 weeks to go, the America’s Cup have started to do some marketing. The Cup has a shiny new heavy metal inspired logo and a grainy, grunge video to inspire new audiences to get to Cascais to watch the boats compete.
But while the logo is bold and black and silver, the call to action is less confident.
“Sailing? You may like it now.”
How very… polite. Millions of bucks to create a shiny new sport and the pitch is not the Californian brashness that we are used to from brands like Apple, but more like a whimpering plea to pay attention.
The message is a little – ‘Excuse Mr (this is an ad aimed at men) Soccer fan and Mr F1 fan, would you mind terribly switching the channel over. We know that you have years of preconceptions about sailing, but we’ve made it better and you might like it, but we understand if you don’t. Have a nice day.’
Not one name is mentioned in the video, which features a looped set of soundbites, but the introduction features a set of blokes who want you to know that is not just another catamaran event – this is the America’s Cup.
The PR that goes with the new campaign is a little more confident. It says:
…the America’s Cup World Series is set to become the stage for nothing less than a transformation of sailing. …If you’re fortunate enough to be there in person, the racing will take place just metres from the shoreline. But if you’re not, don’t worry. Major advances in the television and web coverage of the sport, tested during the trials in Auckland, mean watching the America’s Cup has never been more compelling.
You will see and hear all of the action, as it’s unfolding, from multiple angles on board the boats. Revolutionary graphics technology will make the fast-paced action easy to understand. This is sailing from the inside out.
The best sailors on the fastest boats. That’s the promise. Now see it delivered.
Delivery of course will be the key. What do you think of the video?
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