New Cowes Week Sponsor Helps Relaunch Online Offer 1


Aberdeen Asset Management Extreme 40

Aberdeen Asset Management Cowes Week has a new website, and it’s pretty good. The site is simple, clean, easy to navigate and most importantly is designed to understand that the event has multiple stakeholders and audiences.

Title sponsorship of Cowes Week has been missing from the event in recent years, and as a result, money has been spent in other areas. With the support of Aberdeen Asset Management, the web presence of the regatta has been given a much needed face-lift.

Organisers have also created a mobile site which is intended to give instant access to results, news, start times, courses and entertainment schedules during the regatta, but using an Android powered Samsung Galaxy II S, we can’t find it yet.

The site also links to the required social media platforms including Twitter and Facebook. So far, 2260 people like the facebook page, which is almost the same as Emirates Team NZ. The social media element is not mentioned in the press release directly, although the site is refferred to as anonline presence which is a trendy digital marketing term that alludes to a brand’s web footprint being more than just its website.

And for those sailors who want to take their expensive smartphones sailing, and have enough battery to keep the GPS on throughout racing, Aberdeen Asset Management have funded a new tracking system trial.

The ‘ngTrack’ system uses competitors’ own smartphones instead of expensive dedicated tracking devices to monitor the locations of boats taking part. Position data is transmitted in real-time to regatta HQ and is available to view online through a simple, easy-to-use viewer. The system is being trialed with the IRC Class 0, Dragon and Multihull classes this year, but Aberdeen hope to extend the facility to the wider Cowes Week fleet in 2012.

Commenting on this year’s tracking trial, CWL Chief Executive, Stuart Quarrie said:

”I have been keen to secure a tracking solution for the regatta for some time and this trial bodes well for a total solution in future years. Being able to track the fleet will be a huge bonus from both a spectator and race management viewpoint”.

Martin Gilbert, Chief Executive of Aberdeen Asset Management said:

“The new tracking system is something we’re really pleased to have been able to support in our first year at Aberdeen Asset Management Cowes Week. At Aberdeen we are aiming to help enhance the event and hopefully this cutting-edge GPS tracking system trial will do just that for all those taking part. We are very much looking forward to receiving feedback from these initial trials to find out if this initiative has been the success we all hope it will be so that we can look to extend it to the whole fleet in 2012.”

The Aberdeen Asset Management sponsored Extreme 40 has also taken to the water off Cowes. The team will compete in the UK round of the Extreme Sailing Series, which takes place during Cowes Week.

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