One of the key considerations for brands looking to use sailing, or any sport for that matter, as a platform to market themselves is the markets that will be exposed to the event. In 2011, the Extreme Sailing Series is venturing outside of its more traditional markets in Europe and visiting cities around the world including Istanbul, Boston and Qingdao.
For teams like Oman Sail, some of the venues are more important than others. For their sponsors, especially Oman Air, there are markets where activation is essential and other countries where local marketing will not be as intense.
Oman Air operates direct flights from many of the countries that the Extreme Sailing Series visits including the UK and has new routes to and from Italy, where the series will visit later in the year.
On the other hand, Boston in the USA, which will be the next event for the series is not as key to the team’s sponsors marketing objectives.
The team has had mixed results in 2011 after dominating the podium for the last couple of years. Both The Wave Muscat and Oman Air have new skippers and in Qingdao, Torvar Mirsky got worldwide media attention for all the wrong reasons – capsizing in spectacular fashion.
The results were a bit better in Turkey, where Oman Sail’s communications team brought along some local celebrities to make the most of the live television coverage and local interest.
We caught up with Oman Sail’s David Graham on the banks of the Golden Horn where racing was taking place. (Watch the video on Youtube here)