Sailing Record Attempt Delivered 93:1 ROI, But What About ROO?

Twitter remains a strange, misunderstood tool to many, but occasionally you come across things that you might not otherwise find thanks to a recommendation. This link came from Dee Caffari’s Twitter feed over the weekend – an interesting Case Study from UK based PR WEEK analysing the Around Britain and Ireland Record Attempt in 2009. According to the article, the campaign generated a return on investment of 93:1.

Record attempts are an interesting category in sailing sponsorship. While ‘risky’ in terms of success, they appeal to a wide audience and provide a mechanism to activate a sponsorship outside of any fixed event calendar. Where the record attempt can be completed with an existing boat, the marginal cost is very low and as such, return on investment is easier to achieve.

Below is an excerpt from the PR WEEK article.

• Campaign: Around Britain and Ireland Record Attempt
• Client: Aviva
• PR team: Synergy
• Timescale: June-July 2009
• Budget: £10,000

As title sponsor of the Aviva Ocean Racing campaign, Aviva has supported British yachtswoman Dee Caffari since 2005. By completing the Aviva Challenge (May 2006) and Vendee Globe (February 2009), Caffari became the first woman to sail solo, non-stop, around the world in both directions.

Aviva was keen to capitalise on Caffari’s increased profile to elongate the campaign and support the migration of its UK brand Norwich Union to Aviva, forming part of the group’s ‘name change’ campaign that took place in June 2009.

Objectives

• To increase awareness of Aviva within the UK and support the name change campaign
• To strengthen the association between Aviva and Dee Caffari
• To extend beyond the traditional sailing audience.

Strategy and plan

It was decided that Caffari and three other female sailors would embark on an attempt to break the world record for sailing a mono-hull around Britain and Ireland, onboard the yacht Aviva. The previous record was held by an all-male crew. To add further news interest, one member of Caffari’s crew was her only other female Vendee Globe race rival, Samantha Davies, a fellow high-profile British sailor.

A female, non-sailing journalist was invited to spend a day training with the Aviva crew to gain an understanding of the sport, in order to move coverage away from a traditional sailing audience. The world record attempt was sold to media with the all-female hook. [ Y$: Originally, it was intended that the journalist would take part in the entire campaign, but selling the story or getting someone to pay for her to cover the event in its entirety did not happen.]

The PR team ran a 24-hour press office throughout the world record attempt, including telephone interviews with the crew, imagery and regular updates that increased in frequency towards the finish in order to drive anticipation.

A tracker showing the exact location of the yacht, compared with the existing record, was created on the Aviva Ocean Racing website.

Measurement and evaluation

• In total 100 pieces of coverage were generated over a one-month period.
• One-third of these were on TV and totalled 42 minutes of UK airtime.
• The BBC covered the world record attempt from departure to completion, and covered the completion live with seven pieces on BBC One’s Breakfast programme and six on the BBC news channel.
• In total 12 pieces of national print coverage appeared in various publications including The Guardian and the Daily Express.
• Seventy-one per cent of all coverage featured a logo or photograph.
• [Y$ : The campaign was extensively 'Tweeted' by Dee, Sam and @jopayton and there was a high level of engagement via 'retweets' and blogs ]

More…

While the financial return might have been 93:1 (presumably calculated using equivalent media value), there is nothing in the article to suggest that the campaign met the stated objectives. Without the participation of the non-sailing journalist for the actual attempt, the third objective would have been compromised.

Winning Races versus Hearts and Minds.

Two large sailing events began in France over the weekend. The new Louis Vuitton Trophy – featuring old America’s Cup boats and idle America’s Cup teams and the Transat Jacques Vabre – a much anticipated return to offshore racing featuring the IMOCA 60 class as well as a couple of multihulls.

Both races feature UK teams, so we decided to follow both events using the web. While the Louis Vuitton Trophy came way out ahead in terms of the experience, the teams competing in the TJV seemed to evoke a much more personal response from fans.

Following on from the Louis Vuitton Pacific Series held in Auckland at the beginning of the year, the Louis Vuitton Trophy, held in Nice, is providing live streaming of video and an an audio commentary for each race, augmented by the cool Virtual Eye animations that allow non-sailing fans to get a really good handle on what is going on – they need it too – racing is quite a way offshore and with an air temperature of 9-10 degrees Celsius, it would be a keen fan indeed that was watching from the water. The French based Transat Jacques Vabre site is not so easy to navigate with almost no real-time information available leading up to the start of the race yesterday in La Havre. Eventually we found the real-time tracking page by going to the Artemis Ocean Racing site and finding a link from there.

Over the last couple of weeks, we have been critical of some of the teams competing in the Louis Vuitton Series. Websites have been flat and static with sign-up pages for press but not much to keep fans engaged. TEAMORIGIN have finally got themselves a Facebook page and have amassed 577 fans who can tune into news and video from the team. BMW ORACLE sidetracked any attention their sailors might have been getting in Nice by showing off their new wing this weekend, but the team has added a ‘Social Media’ page to their website, have been providing regular updates on the blog and facebook page and say that Twitter is coming soon! Emirates Team NZ’s site is pretty traditional – some news and some pics and Azzura has a big facebook following. Most of the Twitter traffic for the Louis Vuitton Trophy is automated media bots with a couple of journalists on the scene and a couple more tweeting from the web-feed.

In contrast to the corporate feel of the Louis Vuitton Trophy, some of the personalities racing in the Transat Jacques Vabre are shining through. While it was hard to work out what was going on from the official site, regular updates were being sent to the internet via Twitter from Dee Caffari, Alex Thomson, Mike Golding and OC Group CEO Mark Turner amongst others. Fans also responded, sending messages in real time.

While we seem to bang on about Twitter, there are more traditional audiences that can be brought along for the journey using other methods. Sam Davies, whose blog updates from the Vendee Globe were heartfelt and entertaining, is writing an online diary for the Telegraph, and already there is an engaging tone that speaks to both the experts and the more casual fans. Part of her update today says:

We will be using an enormous new spinnaker! It is a HUGE monster that nearly covers two tennis courts and measures 485msq in total. We need this surface area to pull Artemis along downwind as she is a bit of a heavy boat! For an idea – this sail is more than 100 m2 bigger than “Sophie” – my big spinnaker on Roxy (who is a lighter boat!). It is a bit daunting, but in training Sidney and I managed to deal with the hundreds of square metres of cloth – even when it is pretty windy!

Looking forward to putting it up in the race…. Actually, I guess I need to find a name for the sail too, in true tradition! Any suggestions welcome from Telegraph readers!

The Louis Vuitton Trophy runs until the 22nd. Perhaps, once the competition moves from the round robin to the finals, more interest will focus on the event which is supposed to rival the America’s Cup for glamour and prestige. meanwhile, we’ll be tracking exposure and coverage for both the Louis Vuitton Trophy and the TJV, both at an event level and a team level to see who is delivering for their sponsors!

Hugo Boss Sailing Sponsorship Commitment Extended.

The issues around the sponsorship of sailing are complicated but there are two fundamental conditions that have to be in place for it to work.

1. A brand that understands the value of sponsorship in the first place.
2. An understanding of which type of sailing platform will deliver return on investment and objectives.

Over the last year, economics have sorted out the companies who include sponsorship as part of a well thought out, integrated marketing strategy and those who were doing it because someone told them it was a good idea and they enjoyed the hospitality. While sponsorship was seen by some as a way of justifying executive perks and subsequently withdrawn when it ‘didn’t look good’, other brands who really understand their audiences and objectives have stuck with their relationships and a few have even extended them.

In recent years, Hugo Boss has been one of the most recognisable and innovative sponsors in sailing. Alex Thomson’s distinctive black open 60 showed how 300 square metres of sail area could become a massive racing / floating billboard with its groundbreaking boat branding.

In 2009, Hugo Boss and Alex Thomson have continued to innovate and get the most value out of their platform. The boat has been strategically positioned at major sporting events including the Monaco F1 Grand Prix, attracting extra television exposure and several photo stunts have been picked up by media around the world.

Alex Thomson is the only UK Open 60 sailor that started the Transat Jacques Vabre yesterday with a fully funded campagin to take him through the next Vendee Globe. Dee Caffari’s relationship with Aviva has come to an end, Sam Davies is skippering Artemis for this race only and is looking for a reported €9 Million for a four year campaign. Ecover will not continue their backing of Mike Golding and even BT’s relationship with OC Group is ending. While there is natural churn of sponsors after each Vendee Globe cycle, questions have been asked about the value of the IMOCA 60 class.

The news that Hugo Boss have renewed their relationship with Alex Thomson should be good news for other sailors in the class. The endorsement of such a savvy sponsor should help others make a case for backing.

Till Pohlmann Head of Sports Sponsorship for Hugo Boss said:,

“We are delighted to retain our title sponsorship of Alex and his team. HUGO BOSS has seen the IMOCA class deliver substantial media interest, which makes it very
appealing to us. We will continue to develop close relationships between our markets and the sponsorship and to explore the programme further. We are lucky to work globally with an ambassador like Alex.”

The seven year partnership stands as one of the longest within the IMOCA class and the teams says it has exceeded expectations in terms of media return for HUGO BOSS.

Alex said:

“I am delighted HUGO BOSS are retaining title sponsorship of the project, it has been a great partnership and I know there is still so much we can do. I will announce a full programme of events for the team soon. A brand like HUGO BOSS brings a new level of glamour to the sport, it is exciting to work with such an innovative and distinctive company. I am proud to have a reliable and successful partner onboard especially in tough times like these where sponsorship of such a scale is difficult to find. I would like to thank HUGO BOSS for their continued support and I am looking forward to exciting years ahead.”

The new deal means that Alex Thomson is able to commit to the next Barcelona World Race and the next Vendee Globe. In the meantime, as well as the current TJV, Hugo Boss will focus on creative cross promotion ideas, which have in the past seen a huge return.

Hugo Boss will also continue to leverage their other sponsorships. The brand has achieved huge exposure from cross-over promotions involving Formula 1 World Champion Lewis Hamilton and international golfer Oliver Wilson.

Artemis Seize Cowes Opportunity.

The lack of title sponsor for the ‘oldest regatta in the world’ in 2009 means that there is a little less marketing noise around Cowes Week, but the flagpoles in the yacht haven are not bare. One of the companies that is making the most of not having to compete for attention with a title  sponsor is Artemis, who back UK sailing in several forms and are using Cowes Week as platform to activate.

Today, the highlight at Cowes will be the Artemis Challenge, a chance for the Open 60s to show off with a race around the Isle of Wight, complete with ‘celebrities’ and the chance to win £10,000 for a chosen charity. It’s a very corporate kind of thing, but gives the sponsors of these expensive boats a chance to get a little more value in front of a relevant crowd. The addition of ‘celebrities’ goes some way to try to pick up media coverage outside of the sailing press, but that’s not really the point.

10 Open 60s will compete in a show that will start at 10am off Cowes. Depending on the wind, the boats will be back in 3-7 hours…

Artemis will have two boats in the race. Artemis Ocean Racing will be helmed by new co-skippers Sam Davies and Sidney Gavignet with Eventing World Champion Zara Phillips onboard to compete for their nominated charity Skill Force. Simon Clay, skipper of Artemis the Profit Hunter, will be joined by singer Bryan Adams, and they will be competing for the Bryan Adams Foundation.

Others taking part include Steve White who will be sailing Toe in the Water and will be joined by actress Denise Black. Steve’s nominated to split the prize money equally between the RNLI and the Toe in the Water charity. Another top British female, Dee Caffari, will be sailing her trusty Aviva in aid of Sail 4 Cancer. Dee will be joined by adventurer and explorer Neil Laughton.

Sébastien Josse will be sailing his Vendée yacht, BT IMOCA 60, in aid of The Ellen MacArthur Trust, and will be joined by Dame Ellen MacArthur and Radio 1 DJ Rob Da Bank. Unai Basurko aboard Pakea Bizkaia will be competing for Cruz Roja (Spanish Red Cross of the Sea).

Another sailing legend to take part is Sir Robin Knox- Johnston aboard his Eco 60 Grey Power. Sir Robin this year celebrates the 40 year anniversary of his historic solo circumnavigation of the globe and shows no sign of slowing down at the age of 70. He will be joined by young sailing hope Hannah Jenner, and they will be taking part for the Trinity Sailing Trust in Brixham (Devon).

Last year’s winner, Team Pindar, skippered by Volvo Ocean Race winner Mike Sanderson, will be looking to defend its title in honour of Earthwatch, despite the news that the team’s owners have put the boat up for sale. Mike will be joined by explorer, polar guide and expedition leader Paul Rose.

Popular French sailor Arnaud Boissières will be aboard his new yacht, Akena Vérandas (former PRB), and they will be hoping to score a win for charity A Chacun son Everest. And last but not least, Alex Thomson will be sailing Hugo Boss and his nominated charity is The Quayside Education Centre in Gosport.

To give the fans something to watch while the boats are around the back of the island, the Artemis sponsored Even Keel Project will be showing off their Artemis 20 boats designed to give disabled and disadvantaged sailors a performance sailboat to get involved with.

Our guess is that Artemis might come out of  Cowes Week with the highest returns, though iShares will give them a good run for their money – the savvy OC Group win either way.

Two More Open 60’s Go Up for Sale.

Many sailing events run on long cycles with 2 or 4 years between races. The time between races, gives teams time to evaluate their commitment and plan for the future. Sponsors and sailors will analyse the options, opportunities will be created and chapters will be closed.

Since the end of the most recent Vendee Globe, the huge expense of Open 60 programs has started to bite. Even though they represent the pinnacle of offshore sailing, the backers of these campaigns are subject to the same sponsorship constraints as everyone else, and several have indicated that the sums might not add up.

So far, Ecover and Team Gitana have stepped away from Open 60 programs, focussing on the iShares Cup in 2009. Aviva, long time backers of Dee Caffari, seem to have switched to handing out wedges of cash to Hollywood stars rather than the double world record holder, backed up by a ‘tweet’ from Dee this week that said:

Sailing everyday for the rest of the week and I am very happy about that. It seems my sailing days are numbered.

Even long term sailing evangelist Andrew Pindar is taking a step back from the Open 60. Yesterday it was announced that the radical Juan Kouyoumdjian designed Open 60 yacht Team Pindar is up for sale.

Whilst the sale means a step away from the Open 60 class, the team continues to progress its ‘Sail Bahrain’ plans in the Kingdom of Bahrain. Andrew Pindar said:

“There is a definite interest and excitement in developing a comprehensive sailing programme in Bahrain. As an island nation, they are blessed with fantastic natural sailing conditions, however it’s not going to happen overnight. We have made extensive contacts in the region with people who share the ‘Sail Bahrain’ vision.”

Sam Davies, who provided sponsor Roxy with probably the best ROI of all competitors in the last Vendee Globe has signed on with Artemis Ocean Racing, who with the  OC Group’s backing are comitted to the class. As a result of Sam’s step up, her old boat is also up for sale.

The Open 60 is a fantastic platform for any sponsor, but as new build costs start pushing £10 million, there may be an opportunity for boats like the Class 40 to grab a bigger share of voice and sponsorship money.

As the cycle goes around and the next Vendee Globe approaches, no doubt the teams and sponsors will shake out to provide another compelling race and in the mean-time, the Artemis Challenge during Cowes Week will give buyers and sellers of these amazing boats a chance to see them in action.

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