lifeat theextrememarketingthrough the volvo ocean race

1.0 connexus precision 05

2.0 executive summary and key headlines 07 2.1 KEYMEDIADELIVERYHEADLINES 09 2.2 KEYFINDINGSFROMAWARENESS

ANDIMAGERESEARCH 11 2.3 RACESUMMARY 13

3.0 research programme 14

4.0 volvo ocean race 17 4.1 TELEVISION 19 4.1.1 BACKGROUND 19 4.1.2 TELEVISIONCOVERAGE 20 4.1.3 TELEVISIONAUDIENCES 22 4.2 PRESS 27 4.2.1 BACKGROUND 27 4.2.2 PRESSCOVERAGE 27 4.2.3 DELIVERYOFEXPOSURE 29 4.3 RADIO 35 4.4 ONLINE 37 4.5 MOBILE 38 4.6 FOOTFALL 39 4.7 AUDIENCEPROFILE 40 4.8 QUANTITATIVERESEARCH 61 4.8.1 BACKGROUND 61 4.8.2 AWARENESS,IMAGE&EFFECTIVENESS 62 4.8.3 VOLVOCARS 68 4.9 QUALITATIVERESEARCH 71 4.9.1 BACKGROUND 71 4.9.2 KEYFINDINGS 72 4.9.3 VERBATIMCOMMENTS 75

5.0 case study: abn amro 79 5.1 SUMMARY 80 5.2 TELEVISION 82 5.2.1 DELIVERYOFVALUE 83 5.2.2 SOURCEOFVALUE 85 5.3 PRESS 86

5.3.1 DELIVERYOFVALUE 87 5.3.2 VALUEBYCOUNTRY 89 5.3.3 VALUEBYTYPEOFEXPOSURE 91 5.3.4 VALUEBYTITLE 91

6.0 2001-2002 retrospective 93

contents

this report summarises the key findings from the global research programme for the 2005-06 volvo ocean race.

the research programme, which covered a wide range of topics, had two goals: to provide stakeholders with a comprehensive assessment of the race's reach and impact, and to offer original, objectively-derived insights into the values associated with the race.

the research gathered for this report covers the period from october 2005 - the month before the start of the race - to july 2006 - the month after the race's conclusion.

the research programme was designed and managed by connexus precision, the volvo ocean race's appointed research consultancy. it includes figures generated by several appointed data suppliers across the various disciplines covered.

02

Foundedin1999,ConnexusPreciSionisanindependentspecialistsponsorshipresearch,evaluationandstrategyconsultancy.BasedinLondon,ConnexusPreciSiondesignsandmanagesresearchprogrammesforbothsponsorsandrightsowners,tohelpmeasureandanalysethevaluedeliveredbysponsorshipinvestments.

Servicesincludemeasurementandanalysisofbothsponsorshipoutputs(egaudiencedelivery)andsponsorshipoutcomes(egtheimpactofsponsorshipsonbrandandcommercialobjectives).

ConnexusPreciSionhas,overthepasteightyears,builtareputationfordevelopinginnovativeapproachestosponsorshipresearchandfordeliveringprofessional,meaningfulandcredibleanalysisandreporting.AselectionofsomeofConnexusPreciSion’sclientsisillustratedbelow.

1.0connexus precision

04

Themissionstatementforthe2005-06VolvoOceanRacewas:

“Toattract,exciteandinspireaglobalaudiencebeyondthetraditionalsailingenthusiast.”

Thefiguresgeneratedbytheresearchprogrammedemonstratehoweffectivelythistargetwasachieved.

Mediacoveragefortheracereachedafargreateraudiencearoundtheworldthaneverbefore,andplatformssuchasmobiledownloadsprovidedawhollynewchannelthroughwhichpeoplecouldinteractwiththerace.Similarly,anumberofinnovationswereintroducedtotheformatoftheeventitself,andresearchamongstracefollowersshowshowsuccessfulthesewereatengagingaudiencesandbuildinginterest.

Someoftheresearchprogramme’sheadlinestatisticsareprovidedonthefollowingpages,illustratingkeyfindingssuchas:

•AglobalTVaudienceof1.8billion,anincreaseof121%onthefigurefor2001-02.

•Over17,500articlesintheworldwidepress,anincreaseof15%onthevolumeachievedin2001-02.

•3.5millionuniquevisitorstotheofficialwebsite,a15%increaseonthe2001-02figure.

•4millionmobiledownloads–anewchannelfortheracein2005-06.

•2.8millionvisitorstotheportsatstopovers.

•Strongincreasesinallpositivebrandattributesassociatedwiththeracecomparedwithlasttime.

•Aclear,distinctiveidentityfortheVolvoOceanRacecomparedwiththeAmerica’sCupandFormula1,withstrongcompetitiveadvantagesonmanyofthebrandimagedimensions.

•AdemonstrableeffectonthepurchasingofnewVolvocarsby

racefollowers.

•Typicalreturnoninvestmentforsyndicatesponsorsofupto200-300%.

Theseresultswillnowbeusedtoinformthestrategicplanningprocessforthe2008-09race,tobuildonthesuccessesachieved–andmeasured–in2005-06.

2.0executive summary and key headlines

06

cumulative global tv viewing audience1,792,450,630

total number of press articles17,609

total hours of recorded radio coverage261

total unique visitors to the official website3,509,282

total number of mobile downloads3,933,065

total number of visitors to port cities2,815,000

2.1key media delivery headlines

08

2.2key findings from awareness and image research

awareness of the volvo ocean race amongst abc1 men in the netherlands, spain and the usa reached 53% by june 2006

the values most strongly associated with the race include:*adventurous*exciting *world-class*dramatic*global*performance

compared with the america's cup and formula 1, the volvo ocean race is perceived as being the event most strongly associated with:*endurance*extreme*adventure*global*teamwork

twice as many core followers of the race have recently purchased a new volvo car as have purchased any other marque

those who are aware of the race are nearly twice as likely to consider purchasing a volvo as those who are unaware of it

10

MikeSanderson’sABNAMROOnedominatedthe2005-06VolvoOceanRace,takingmaximumpoints15timesoutof21scoringopportunitiesduringtherace.But,havingsaidthat,thiswasahighlycompetitiverace,withplentyofdramaandexcitementprovidedbyallsevenboats–evenbeforetheofficialstartinNovember2005.

InApril2005,Spain’smovistarbroketheworldrecordforthelongest24-hourrun,covering530nauticalmiles.Thisrecordwasthen,inturn,brokenfirstbyABNAMROOne,with546nauticalmiles,andthenbythecrewofABNAMROTwoonLeg2,fromCapeTowntoMelbourne,witharunof563nauticalmiles,demonstratingboththepowerandspeedoftheground-breakingnewOpen70design.

Thefirsteverin-portrace,heldinSanxenxoaweekbeforethefleetdepartedfromVigoforLeg1,waswonbyEricssonRacingTeam.Thiswasarealachievementforboththeboatandthecrew,whowerethepenultimateteamtobeannouncedonlysixmonthsbeforethestartoftherace.

AstormonthefirstnightofLeg1,justhoursafterthefleetleftVigo,forcedthreeoftheboats–movistar,PiratesoftheCaribbeanandSunergyandFriends(latertoberenamedBrunel)–toheadforportsinSpainandPortugalforrepairs.Forthefirsttwo,thisresultedinretirementfromtheleg.

WithnopointsgainedfromLeg1,Pirates’finalpositionofsecondoverallrepresentedastrongperformance.TheirlateentryintotheracemeantthatskipperPaulCayardandhiscrewhadcomparativelylittletimeonthewaterpriortothestart,buttheybenefitedfromanincreasingfamiliaritywiththeboatastheraceprogressed.

2.3race summary

Themostseverestorm,however,didnothituntilthefleetwasinthemid-Atlantic,havingdepartedfromNewYork.ThisstormcausedthetragiclossofABNAMROTwo’sHansHorrevoets,followedshortlyafterwardsbytheabandonmentofthemovistarboat.

FollowingconsultationwithHans’family,theABNAMROTwocrewdecidedtocontinuetheracetothefinish.TheyverynearlywonLeg9,thefinallegbetweenRotterdamandGothenburg,onlytofallvictimtoaholeinthewind.Theywereovertakenneartheend,givingPiratestheironlywinoftherace.

ABNAMROOnewasthelastofthefinishersinthefinallegbut,bythistime,hadalreadywontherace.Expressingwhatitmeanttohim,skipperMikeSandersonsaid,“ThisismyOlympicmedal,thisismyclimbingofMountEverest,thisismychildhooddream:towintheVolvoOceanRace.”

final points table

1 abn amro one 96.0 points

2 pirates of the caribbean 73.0 points

3 brasil 1 67.0 points

4 abn amro two 58.5 points

5 ericsson racing team 55.0 points

6 movistar 48.0 points

7 brunel 15.5 points

12

Thescheduleofthe2005-06raceisgiveninthetablebelow.Alsoshownbelowarethedateswhich–forthepurposesofthemediaexposureandvaluefiguresdescribedinthisdocument–representthefinishdatesofeachleg.

The2005-06researchprogrammeincludedthefollowingelements:

•MeasurementandanalysisofTVaudiences,exposureandvalue.

•Measurementandanalysisofpresscoverageandvalue.

•Measurementofotherkeyoutputvariables.

•Quantitativeresearchintolevelsofawarenessandperceptionsoftherace,andsponsorshipeffectiveness.

•Focusgroupresearchtogaindeeperinsightsintoattitudestowardstherace.

Thedesignandmanagementoftheresearchprogrammewereconsistentwiththeprinciplesofindustrybestpractice.Thebackgroundandmethodtoeachoftheseareexplainedingreaterdetailatthestartofeachrelevantsectioninthisdocument.

Theresearchprogramme’sfocusanddesignweretowardstheVolvoOceanRaceandVolvoinparticular.However,importantfindingsandlearningsforsyndicatesandtheirsponsorswerealsogeneratedandcanbeextrapolatedorinferredfromtheoverallsetsofresultsproduced.

leg start finish

galicia in-port race 05 nov

01 vigo 12 nov cape town 01 dec

cape town in-port race 26 dec

02 cape town 02 jan melbourne 21 jan

melbourne in-port race 04 feb

03 melbourne 12 feb wellington 16 feb

04 wellington 19 feb rio de janeiro 11 mar

rio de janeiro in-port race 25 mar

05 rio de janeiro 02 apr baltimore 17 apr

baltimore/annapolis in-port race 29 apr

06 annapolis 07 may new york 09 may

07 new york 11 may portsmouth 21 may

portsmouth in-port race 29 may

08 portsmouth 02 jun rotterdam 10 jun

rotterdam in-port race 11 jun

09 rotterdam 15 jun gothenburg 17 jun

3.0research programme

14

reporting dates

pre-race+ leg 01

leg 02

leg 03

leg 04

leg 05

leg 06

leg 07

leg 08

leg 09 +post-race

11 dec

29 jan

19 feb

19 mar

23 apr

10 may

28 may

11 jun

31 jul

the charts and figures in this section describe:

* the media outputs generated by the 2005-06 race, in terms of media exposure and audience delivery

* the profile of the audience that follows an event such as the volvo ocean race

* the values associated with the race

* the impact of the race on key measures for volvo

4.0volvooceanrace

16

Measurementforprincipalbroadcastersatkeytimeswascarriedoutforthefollowingterritoriesbetween1October2005and16July2006.

australia, brazil, china, france, japan, netherlands, new zealand, south africa, spain, sweden, uk, usa

Exposureinthecountriestowhichpackagedprogrammingwasdistributed,andforpan-nationalbroadcasterscoveringover200territories,wasmonitoredthroughout.

InadditiontotheTVexposurecoveredbythismonitoringspecificationtherewas,clearly,furthercoveragefortheraceinotherterritories,onotherchannelsandatothertimes.Basedonvarioussourcesofadditionalinformation,includingfiguresfromthe2001-02race,ithasbeenassumedthatthis“unmonitored”exposureaddedanadditional10%ofaudiencesandvalue.

4.1television

Mediavalueshavebeencalculatedbytakingintoaccountlevelsofbrandexposure,audiencesizeandprofile,andthecostofpurchasingTVairtimeintherelevantterritory.

Forsyndicatesponsors,inlinewiththemethodologyappliedtothe2001-02race,sponsorshipbrandexposurehasbeenweightedat70%ofthecostofpaid-forTVadvertisingairtime.

Indirectexposureforsponsors(orshareofcoverage)–whentheboatorcrewetcarevisibleonscreenevenifthebrandlogoisnot–hasalsobeenvaluedat70%ofthecostofpaid-foradvertisingairtime.Again,thisisconsistentwiththe2001-02methodology.

Finally,itisimportanttoemphasisethatthefiguresdescribedinthisdocumentdonotincludetheaudiencesorvaluesthatwillbegeneratedbytheforthcomingdocumentaries.Whilsttheseprogrammeswillincreasetheaudiencesizeandwilladdfurthervalueforallsponsors,itisnecessarytowaituntilthemajordistributionagreementsarecompletedbeforespecificfiguresareattributedtothese.

4.1.1background

18

hours offeaturedcoverage

by territory (hh:mm:ss)

australia 19:16:06

brazil 100:05:17

china 1:07:52

japan 81:30:00

netherlands 8:07:47

new zealand 16:10:45

south africa 116:02:06

spain 14:32:29

uk 22:16:40

usa 46:43:36

by broadcast type (hh:mm:ss)

news 31:45:44

sport general 59:20:49

sport sailing 334:46:05

Inadditiontothepartnerbroadcasterrelationships,coverageoftheVolvoOceanRacewasalsodistributedtofurtherbroadcasters.Thiscoveragewasnotmonitoredwithinthescopeoftheresearchprogramme.Ithasbeenestimated,forthepurposesofthisreport,thattheadditionalcoveragefromtheseandotherbroadcastersdeliveredadditionalaudiencesandvalueof10%ontopofthatwhichwasmeasured.

unmonitoredterritories country

italy (rai, rai sat, sailing channel)

norway (nrk)

finland (channel 4)

hungary (mtv)

russia (mtv plus)

canada (rogers sportsnet)

korea (kbs sky)

fiji (fiji tv)

india/pakistan (ten sports-taj tv, doordashan)

pan middle east (showtime, orbit)

argentina (tyc)

venezuela (meridiano tv)

peru (cmd)

pan-europe (cnbc)

pan-asia (eurosport asia)

•Thistelevisioncoveragewasbasedprimarilyonthefootagecreatedbythe10camerasonboardeachboat,feedingliveandstoredcontentwherevertheywereintheworld.

•Inaddition,sixhalf-hourdocumentarieshavebeenproduced,forwhichthedistributionprocessiscurrentlyinprogress.Thesedocumentariesaimtoappealtoabroadaudience,beyondthecoresailingenthusiast,andwilladdtotheTVaudienceandvaluefiguresdescribedinthisdocument.

number ofbroadcasts

•Weeklyhalf-hourprogrammeswereproducedin-housethroughouttherace,incollaborationwithspecialistproductioncompanySunset&Vine.

•Thisprogrammingwasprovidedtomajorinternationalbroadcastersanddistributedtomorethan192countriesbyTelevisionCorporation(nowTinopolis).

•DailynewsitemswereproducedanddistributedbyITV,theUK’slargestcommercialbroadcaster.

4.1.2televisioncoverage

ThefollowinglevelsofcoveragefortheVolvoOceanRace–fromdedicated,newsandsportsprogrammes–wererecordedinthe10leadingmarkets.

Thesechartsdonotreflectthecoverageoftheracethatwasfeaturedonpan-territorybroadcasters(thoughthisisincludedinthesubsequentaudienceandmediavalueanalysis).

117

by territory

117 australia

1,039 brazil

112 china

145 japan

82 netherlands

69 new zealand

230 south africa

168 spain

91 uk

412 usa

by broadcast type

719 news

393 sport general

1,353 sport sailing

20

audience by territory/broadcaster (millions)

australia 35.5

brazil 631.8

china 253.2

france 10.5

japan 3.3

netherlands 55.9

new zealand 23.9

south africa 2.8

spain 173.6

sweden 13.0

uk 17.0

usa 29.1

pan-territory 380.0

other 163.0

aust

rali

abr

azil

chin

afr

ance

neth

erla

nds

new

zea

land

sout

h af

rica

spai

nsw

eden uk usa

othe

r

japa

n

pan-

terr

itory

sport sailing

news

sport general

90

80

70

60

50

40

30

20

10

0

audience by programme type, by territory (%)

Thisaudiencebuiltsteadilyoverthecourseoftherace,asillustratedbythefollowinggraphs.Thegraphsalsoshowhowweeklyaudiencesvariedduringtherace,reflectingthecoveragegivenwhen

Atotalcumulativeaudienceof1,792,450,630wasregisteredforbroadcastsfeaturingtheVolvoOceanRace,morethandoubletheaudiencefigure(811million)forthe2001-02race.

4.1.3televisionaudiences

theboatsarrivedatanddepartedfromports(highaudiences)andduringstopoversthemselves(loweraudiences).

1,600

1,400

1,200

1,000

800

600

400

200

0

week

total tv audience by week

140

120

100

80

60

40

20

0

week

pre 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43

total cumulative tv audience

audience (millions) week 01 = w/c 03/10/05

audience (millions) week 01 = w/c 03/10/05

pre 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43

90

80

70

60

50

40

30

20

10

0

aust

rali

abr

azil

chin

afr

ance

neth

erla

nds

new

zea

land

sout

h af

rica

spai

nsw

eden uk usa

othe

r

japa

n

pan-

terr

itory

leg 03

leg 02

leg 06

leg 05

leg 04

leg 08

leg 07

audience by leg, by territory/broadcaster (%)

leg 09 +post

pre+leg 01

leg

09

600

500

400

300

200

100

0

leg

01

tv audience delivery 2005-06 vs 2001-02

audience (millions)

leg

02

leg

03

leg

04

leg

05

leg

06

leg

07

leg

08

2005-06

2001-02

pre+

+po

st

541.

2

114.

5

347.

4

152.

6

133.

6

87.2

266

147.

3 213.

5

58 50

91.4 11

8

53.6

41.7

38.4 81 68

.3

televisionaudiences

24

4.2press

4.2.1backgroundMonitoringforarticlesfeaturingormentioningtheVolvoOceanRacewascarriedoutbetween1October2005and31July2006inthefollowingterritories:

australia, brazil, china, france, germany, netherlands, new zealand, south africa, spain, sweden, uk, usa

Ithasbeenassumedthatthepresscoverageinthenon-monitoredterritoriesgeneratedafurther10%ofthetotalvolumeandvaluemeasuredinthemonitoredterritories.

Further,anassumptionhasbeenmadethattheamountofcoveragegeneratedpriortothestartofthemonitoringperiodaccountedforanadditional1%ofvolumeandvalue.

Advertising-equivalentvaluesforthisexposurehavebeencalculated,takingintoaccountthecostofpurchasingadvertisingspaceintherespectivepublications,andfactoringinqualitativeelementssuchasasponsor’snameappearinginaheadline,picturecaption,photographetc.

•Over17,500articlesreferredtothe2005-06VolvoOceanRace,anincreaseof15%onthe2001-02figure.

•ThecombinedcirculationofallthepublicationsthatfeaturedtheVolvoOceanRaceamountedtoalmost300million.

•Over2,000accreditedmediavisitedtherace.

•RaceimagerywasmadeavailablethroughReutersto10,000picturedesksaroundtheworld.

4.2.2presscoverage

2005-06* 2001-02

17,609 15,264

295,957,525 246,554,434

press coverage

total number of articles

total cumulative unique circulation

*Includesassumptionofadditional10%generatedfromterritoriesnotmonitoredunderthescopeoftheresearchprogramme,plusadditional1%fromcoveragepriortothestartofthemonitoringperiod.26

4.2.3delivery of exposure

number of press articles by week

1,200

1,000

800

600

400

200

0

week

pre 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43

post

number of press articles by week: cumulative

number of articles week 01 = w/c 03/10/05

number of articles week 01 = w/c 03/10/05

16,000

14,000

12,000

10,000

8,000

6,000

4,000

2,000

0

week

pre 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43

post

Thepatternofweeklyexposureinthepresswasrelativelyconsistentoverthecourseoftherace.Therewereregularreports,bothwhenthefleetwasatseaandwhenitwasinport,butwithpeaksatkeytimessuchasthestartoftheraceorarrivalinport.

28

number of press articles by country

australia 796

brazil 791

china 2

france 822

germany 654

netherlands 2,162

new zealand 511

south africa 244

spain 5,690

sweden 784

uk 2,563

usa 988

other 1,601

90

80

70

60

50

40

30

20

10

0

aust

rali

abr

azil

chin

afr

ance

neth

erla

nds

new

zea

land

sout

h af

rica

spai

nsw

eden uk usa

GERM

ANY

othe

r

number of press articles by leg, by territory (%)

leg 03

leg 02

leg 06

leg 05

leg 04

leg 08

leg 07

leg 09 +post

pre+leg 01

delivery of exposure

30

TheVolvoOceanRacewasfeaturedin17,609pressarticlesinpublicationsrangingfrommass-circulationnewspapersandconsumermagazinestospecialisttitleswithsmaller,moretightlydefinedreaderships.Intotal,thecombinedcumulativecirculationsdeliveredforallarticlesfeaturingtheVolvoOceanRaceamountedto295,957,525.Thegreatestcoveragewasachievedinthefollowingtitles:

top 25 titles (excluding tv listings publications) featuring the volvo ocean race at least once

country title circulation

germany berliner zeitung 6,154,529

usa sports illustrated 3,212,595

spain adn madrid 2,616,500

uk mail on sunday 2,344,834

uk daily mail 2,311,023

usa usa today 2,154,539

usa wall street journal 2,091,062

uk daily mirror 1,741,740

usa sunday times - usa 1,671,865

uk daily mail (weekend magazine) 1,596,677

usa new york newsday 1,410,162

uk sunday times 1,375,972

usa popular mechanics 1,222,014

germany welt kompakt 1,170,000

usa new york times 1,149,700

spain pronto 1,143,502

germany der spiegel 1,123,023

uk the economist 1,096,154

spain veronica 1,077,505

spain and barcelona 1,047,000

usa los angeles times 1,006,130

uk metro london 1,004,607

usa washington post 1,000,565

sweden scanorama 1,000,000

spain que! 978,786

2005-06

2001-02

delivery of exposure

32

5,000

4,000

3,000

2,000

1,000

0

press coverage delivery 2005-06 vs 2001-02

number of articles

leg

02

leg

03

leg

04

leg

05

leg

06

leg

07

leg

08

leg

09

leg

01

pre+

+po

st

4,92

5

4,41

5

3,41

3

1,96

5

1,26

9

2,60

2

1,91

7

1,67

4

1,69

5

1,00

8 1,18

9

1,14

9

1,15

0

526

827

1,05

5

1,28

0

815

4.3radio

•TheVolvoOceanRacewasfeaturedinbroadcastsacross5,221*radiostationsaroundtheworld,deliveringapossiblecombinedweeklyaudienceof870,551.

•Radiocoveragewas

providedinEnglishandSpanish,deliveredbytworadioreportersineachport.

•Theprimaryfocuswasonnewsdistributionformaximumreach.

•Forthesecondconsecutiverace,theBroadcastingCompanywasemployed.ThisisaBritish-basedproductionhouseandEurope’slargestradiosportsagency,providingcoverageofmajorsportseventstoradiostationsworldwide.

•Distributionwasachievedthrough:- Officialrelationships

withVoiceofAmerica,ClearChannelandABCintheUSA,theBBCWorldService,GloboinBrazilandRadioNationalEspagneinSpain.

- Additionally,radiobroadcastmaterialcouldbeheardonthewebsiteandpickedupfromthewebsitebyotherradiostations.

- Distributionwasalsoachievedforthefirsttimebyemailuponrequest,significantlyboostingnumbers.

2005-06 2001-02

4,147 894

261 hours 54 hours

5,326,957,000 2,252,261,000

radio coverage

Number of feeds and broadcasts

Duration

Approximate typical audiencefor feeds and broadcasts**

* Thepotentialnumberofstations,basedonthetotalknownnumberofaffiliateandnetworkstations.** Typicalaudienceiscalculatedononeineightofthestation’sknownweeklyaudience(RAJAR)orfromfigures

obtainedfromsimilarorganisationsorthestationsthemselves.Doesnotincluderepeats.34

delivery of exposure top 25 cumulative circulation (excluding tv listings publications)

country title circulation no. of cumulative articles circulation

uk daily telegraph 904,283 124 112,131,092

australia herald sun 504,150 156 78,647,400

spain marca 510,078 128 65,289,984

spain el mundo 404,636 137 55,435,132

usa washington post 1,000,565 55 55,031,075

brazil o estado de sao paulo 491,070 95 46,651,650

uk the times 661,400 68 44,975,200

france l'equipe 343,567 125 42,945,875

usa new york times 1,149,700 32 36,790,400

spain as 316,757 116 36,743,812

usa usa today 2,154,539 17 36,627,163

sweden goteborgs-posten 253,700 117 29,682,900

netherlands de telegraaf 807,800 36 29,080,800

spain el pais 558,530 48 26,809,440

spain mundo deportivo 172,588 151 26,060,788

spain sport 187,488 132 24,748,416

spain metro directe 849,838 29 24,645,302

spain abc 276,552 86 23,783,472

france ouest france 862,203 26 22,417,278

uk sunday times 1,375,972 15 20,639,580

spain la vanguardia 238,021 84 19,993,764

usa the sun 301,186 64 19,275,904

spain la voz de galicia 121,267 150 18,190,050

france le telegramme 225,235 77 17,343,095

spain faro de vigo 49,748 347 17,262,556

4.4online

•Theofficialwebsitesfortherace–www.volvooceanrace.organdwww.volvooceanrace.es–werevisitedbyover3.5muniquevisitors(ieuniqueISPaddresses)duringthecourseoftherace,deliveringalmost95mpageimpressionsfrom18.6msitevisits,andaveraging3.5minutespervisit.

•Thisisnot,ofcourse,thesumtotalofonlinecoveragefortherace,whichwascoveredonmanyotherwebsitesconnecteddirectlyorindirectlywiththerace.TheTeamABNAMROwebsite,forexample,wasvisitedby1.7muniqueusers,deliveringover8.5mpageimpressions.

•Theofficialwebsitewasdesignedtoprovidecomprehensivecoverageoftherace.Itusededitorialgeneratedbytheteams,includingemailsandarticlessuppliedfromtheyachts,aswellaspositionupdatesandresults,dataanalysis,video,audioandstillimages.Asaresult,itofferedanextensivemenuofinformationandarchivematerialtotheenduser.

•Thenumberofuniquevisitorspeakedat133,546on18May(followingthetragiceventsoftheAtlanticcrossing)andthereweretwootherdayswhenuniquevisitornumbersexceeded100,000(13Novand

22May).

figures from official websites

www.volvooceanrace.org & www.volvooceanrace.es

total unique visitors (unique isp addresses) 3,509,282

average visitors per day 40,501

- offshore legs 57,828- on the water (offshore and in-port) 43,280- stopovers 31,915

page impressions 94,892,673

average user session length 3.5 minutes

average number of pages visited per visit 3.1

number of countries producing visitors 163

top five countries

- netherlands 21%- usa 14%- uk 7%- australia 6%- brazil 6%

unique registered (opted-in) users 33,892

•Overthelifetimeoftheevent,userswereregisteredfrom163countries.ThetopfivecountriesweretheNetherlands,theUnitedStates,theUnitedKingdom,Australia

andBrazil.

•Themostpopularareasofthesitewerethehomepage,newspage,multimediapageandracedatacentre.

•ThesitewasdevelopedbytwentysixLondon,afullservicedigitalagency,whichprovidescreative,technicalandmarketingservicesto16ofthetop100FTSEcompanies.Thesitewasrunonaday-to-daybasisbyVolvoEventManagementUK’sexpertin-houseteamofwebandeditorialstaff.

36

4.6footfall

Over2.8mpeoplevisitedtheraceattractionsatthehostports.Thenumbersofvisitorstoeachport,forboththe2005-06and2001-02races,wererecordedasfollows:

galicia

(2005-06)

cape town

melbourne

wellington

rio de janeiro

baltimore/annapolis

new york

portsmouth

rotterdam

gothenburg

180,000

160,000

335,000

70,000

170,000

500,000

150,000

250,000

500,000

500,000

southampton

(2001-02)

cape town

sydney

auckland

rio de janeiro

miami

baltimore/annapolis

la rochelle

gothenburg

kiel

35,000

160,000

100,000

529,551

60,000

80,000

337,000

150,000

350,000

500,000

4.5mobile

MobiletechnologyrepresentedanewdistributionchannelfortheVolvoOceanRacein2005-06.3,933,065VolvoOceanRacefeaturesweredownloadedoverthecourseoftherace,acrossthe15networkproviderpartnerswhoweresecuredinkeyterritories.Themostpopularfeatureswereasfollows:

38

1,200,000

1,000,000

800,000

600,000

400,000

200,000

0

gam

es

number of downloads

vide

o do

wnl

oads

race

info

wal

lpap

ers

audi

o

blog

ste

ll a

fri

end

othe

r

1,14

3,57

9

1,02

7,95

6

605,

856

506,

721

318,

046

206,

511

71,0

81

56,3

15

a high proportion of the race's closest followers occupy senior managerial positions

25

20

15

10

5

0

seni

or m

anag

er

(%)

inte

rmed

iate

man

ager

juni

or m

anag

erse

lf-e

mpl

oyed

stud

ent

reti

red

skil

led/

sem

i-ski

lled

casu

al

audience types

28

29

12 12

8

5 5

1

4.7audienceprofile

Sailingdeliversaveryaffluentaudience,providingsponsorswithahighlyefficientvehicleforreachingthetypesofwealthy,upmarketindividualswhoaretypicallyhardtoreachthroughconventionalmediatargeting.

40

Researchcarriedoutduringthe2005-06racehasbuiltupontheaudience-profilinganalysisconductedforthe2001-02race.Someofthekeyfindingsareillustratedhere,togetherwiththeanalysisofTGI,anationallifestyledatabaseintheUK,indicatingthetypeofindividualwhofollowssailingevents.

audience breakdown

sex

male 83

61

female 17

39

age

15-24 10

17

25-34 18

16

35-44 22

19

45-54 24

20

socio-economic group

a 34

06

b 18

32

c1 11

29

sailing enthusiasts

interested in sailing

sailing is a sport that delivers a strong male and upmarket audience•Two-thirdsofthosewho

areinterestedinsailingareintheABC1socialgroups–averyhighproportionforthishard-to-reachaudience.

•Likemostsports,sailingdeliversastrongmaleprofile–inparticularamongstthemostcommittedfollowers.

•Awarenessoftheraceisgenerallyhigheramongstdriversofhigher-valuecars.

•Thisindicatesthattheraceengagestheinterestofindividualswithhighdisposableincomesandadesireforhigher-valuebrands.

followers of the race are more likely to drive high-value cars

90

80

70

60

50

40

30

20

10

0

opel

lexu

sbm

wau

di

volk

swag

enm

erce

des

ford

rena

ult

saab

vaux

hall

toyo

ta

prompted awareness of the volvo ocean race as a function of car driven

volv

o

percentage awareness of volvo ocean race (%)

59

53

48

44

42

41

38

37

36

34

33

29

40

audienceprofile

•Sailingisclearlyanextremelyefficientvehiclethroughwhich

toreachpeopleinthehighestincomebrackets.

•Peopleinterestedinsailingare2½timesmorelikelytobeinthehighestearninggroupthanthenationalaverage.

the sailing audience is an affluent group

42

adults

men with income £50K+

200

150

100

50

10

index on national average

any interest in sailing

interest in sailing by income group

those who have paid to watch sailing or watched it on tv in past 12 months

100 100

250

152

•Thehighestmarketshareamongsttherace'scorefollowersbelongstoVolvo–andbysomedistance.

over half of the race's closest followers have bought a new car in the past five years. volvo's share of these new purchases is almost twice as high as that of any other marque

audi

(%)

mer

cede

s

saab

opel

lexu

s

vaux

hall

othe

r

none

cars bought from new in the past five years

40

30

20

10

0

bmw

volk

swag

en

ford

toyo

ta

rena

ult

volv

o17

9 9

7 7

5 5

4 4

3 3

1

20

45

44

audienceprofile

have you followed previous volvo ocean racesor whitbread round the world races?

i have followed all the races over the past 15 years or more

i have followed the past two or three races

the 2001-02 race was the first one i followed

this is the first time i have followed the race

i have not followed the race before, and i am not really following this year's race either

24%

36%

12%

25%

3%

•Aswellasretainingtheinterestofthosewhohavefollowedtheeventformanyyears,theracehassuccessfullyattractedastrongproportionofnewfollowers.

•Aquarterofthosemostcloselyfollowingthe2005-06eventwerenewtotherace.

the race delivers a broad spread of committed enthusiasts and newly interested followers

sailing followers are 50% more likely than averageto speak a foreign language

index on national average

national average

speak a foreign language

any interestin sailing

180

160

140

120

100

80

60

40

20

0

pay to watch sailing/follow on tv/in newspapers

100

150 150

40

audienceprofileaudienceprofile

sailing followers are well educated - almost 50% more likely than average to have been to university/higher education

46

index on national average

national average

received a level of education to degree standard or higher

any interest in sailing

180

160

140

120

100

80

60

40

20

0

pay to watch sailing/follow on tv/in newspapers

100

147144

sailing followers are over 70% more likely than averageto take an interest in business news•Thesecharts,andthose

onthepreviouspage,suggestsailingfollowersareanintelligent,educatedaudiencegroup,engagedwithandinterestedintheworldaroundthem.

index on national average

national average

very or fairly interested in business news

any interest in sailing

180

160

140

120

100

80

60

40

20

0

pay to watch sailing/follow on tv/in newspapers

100

176

172

40

audienceprofileaudienceprofile

sailing followers are interested in the world around them, keeping up to date on european and foreign news

48

index on national average

national average

very interested in european or foreign news

any interest in sailing

180

160

140

120

100

80

60

40

20

0

pay to watch sailing/follow on tv/in newspapers

100

151

163

sailing followers are over 50% more likely than average to own a gold or platinum credit card•Thesechartssuggest

sailingfollowersareactiveconsumers,preparedtospendmoneytosupporttheirchosenlifestyles.

•Adegreeofwealth/affluenceisindicatedbyownershipofgoldandplatinumcreditcards–bothintermsofthedesiretoownthemandtheabilitytofulfilthecredit-cardcompanies’acceptancecriteria.

index on national average

national average

own gold or platinum credit card

any interest in sailing

180

160

140

120

100

80

60

40

20

0

pay to watch sailing/follow on tv/in newspapers

100

156

152

40

audienceprofileaudienceprofile

sailing followers are frequent holiday-goers

50

index on national average

national average

three or more holidays taken in past 12 months

any interest in sailing

180

160

140

120

100

80

60

40

20

0

pay to watch sailing/follow on tv/in newspapers

100

187

125

40

high levelsof adoption of new technology amongst sailing followers

any interest in sailing

pay to watch sailing/ follow via tv/newspaper

national average

index on national average

items present in the home

180

160

140

120

100

80

60

40

20

0

ipod dab digitalradio

sat nav home cinema

plasma screen tv

recordable cd player

100

17

135

100

163

149

100

172

137

164

139

100

100

133

110

141

137

100

171

audienceprofile

52

sailing followers take a keen interest in modern technology•Whilstthedemographic

profileofsailingfollowersindicatesanupmarket,middle-agedaudience,thesechartsindicatethattheyaremodernandup-to-dateintheirlifestyles,purchasingsophisticatedandadvanceditemsofelectronictechnology.

index on national average

national average

agree with the statement:"i try to keep up with developments in technology"

any interest in sailing

180

160

140

120

100

80

60

40

20

0

pay to watch sailing/follow on tv/in newspapers

100

132134

audienceprofile

54

sailing followers have a high propensity to own a luxury watch

any interest in sailing

pay to watch sailing follow via tv/newspaper

national average

•Thischartdemonstratesthatthesailingaudienceisinterestedinluxurybrandeditemsandhasahighpropensitytopurchasethesegoods.

index on national average

brand of watch owned

220

200

180

160

140

120

100

80

60

40

20

0

cartier longines omega rolex tag heuer gucci

100

129

100

147

135

100

168

167

144

152

100

100

210

220

154

123

100

123

56

audienceprofile

sailing followers have a high propensity to purchase the products of companies who sponsor sports and events•Thesailingaudienceis

receptivetosponsorshipmessages,withastrongpropensitytoviewsponsorsas“theirkindofbrand”.

index on national average

national average

agree with the statement: "i tend to buy products from companies who sponsor sports teams and events"

any interest in sailing

180

160

140

120

100

80

60

40

20

0

pay to watch sailing/follow on tv/in newspapers

100

156

167

audienceprofile

58

4.8quantitativeresearch

4.8.1backgroundTwowavesofquantitativeresearchwereconducted,tomeasuretheimpactandperceptionsoftheraceamongstbothcoreracefollowersandthebroaderpublic.Onlineresearch,carriedoutinDecember2005(aftertheendofLeg1)andJune2006(aftertheendoftherace),measuredresponsesamongstthesetwogroupsofpeople:

CORE RACE FOLLOWERSPeoplerespondingtoabuttonplacedonthevolvooceanrace.orgwebsite,invitingthemtotakepartinthesurvey.

UPMARKET MENAsampleof350nationallyrepresentativeupmarketmenineachofthefollowing:theNetherlands,SpainandtheUSA(December2005),andFrance,theNetherlands,Spain,theUKandtheUSA(June2006).

60

• TheVolvoOceanRaceisclearlyassociatedwithstrong,distinctive,positivevalues.

• Theattributesmoststronglyassociated

withtheraceinclude“adventurous”,“exciting”,“world-class”and“dramatic”.

• Byimplication,itisthesevaluesthatshouldmoststronglybetransferredtobrandsinvolvedintherace.

strong values are associated with the race, especially "adventurous" and "exciting"

90

80

70

60

50

40

30

20

10

0

adve

ntur

ous

exci

ting

wor

ld-c

lass

dram

atic

perf

orm

ance

tech

. inn

ovat

ive

dyna

mic

pres

tigi

ous

insp

irat

iona

lem

otio

nal

attr

acti

ve

glob

al

words and phrases associated with the volvo ocean race - june 2006

%

spor

typl

easu

reen

viro

n. f

rien

dly

glam

orou

s

safe

styl

ish

bori

ngno

ne o

f th

ese

elit

ist

97

89

84 84

82 82

76

65

60

59

58

48

43

32

30 30

23

15

13

1

0

4.8.2awareness,image &effectiveness

62

• Amongstthesailingaudience,theVolvoOceanRaceclearlyhasastrongcompetitiveadvantageoverothereventsinanumberofbrandattributeassociations.

• ComparedwiththeAmerica’sCupandFormula1,theVolvoOceanRaceismuch

the volvo ocean race possesses clear, distinctive brand values, strongly differentiated from other events

morecloselyassociatedwith“endurance”,

“extreme”,“adventure”and“global”.

• Boththeseothereventsaremorelikelytobeseenas“boring”and

“predictable”thantheVolvoOceanRace.

volvo ocean race

america's cup

formula 1

the values associated with the race have grown strongly since 2001-02

june 2006

september 2002

64

90

80

70

60

50

40

30

20

10

0

emot

iona

lat

trac

tive

insp

irat

iona

lgl

obal

pres

tigi

ous

glam

orou

spe

rfor

man

cead

vent

urou

sen

viro

n. f

rien

dly

tech

. inn

ovat

ive

dyna

mic

plea

sure

words and phrases associated with the volvo ocean race 2006 vs 2002

%

exci

ting

safe

elit

ist

bori

ng

styl

ish

spor

tydr

amat

icno

ne o

f th

ese

wor

ld-c

lass

90

80

70

60

50

40

30

20

10

0

volvo ocean race vs america's cup vs formula 1 - relative perceptions

%

endu

ranc

e

extr

eme

adve

ntur

e

glob

alte

amw

ork

wor

ld-c

lass

dram

a

natu

re

exci

ting

tech

. inn

ovat

ive

envi

ronm

ent

skil

ful

com

pell

ing

spee

d

styl

ish

pres

tigi

ous

pred

icta

ble

bori

ng

913 3

902

790

81

102

87

7917

3

121372

6515

12

03

64

6117

20

2814

56 553

6

1526

54

4720

11

554

40

3241

14 1647

32

411

41

377

1

the television coverage was successful in appealing to a broad audience

•ViewsoftheTVcoveragewereverypositive.Itwasconsideredtobeengagingandofahighquality.

•Importantly,itwasfeltthatthecoveragewasnottoospecialist,buthadabroadappealthatreachedbeyondthecoresailingaudience.

strongly agree

agree

neither

disagree

strongly disagree

don't know

perceptions regarding tv coverageof the volvo ocean race 2005-06

tv coverage made for gripping viewing

tv coverage was so exciting you sometimes couldn't take your eyes off it

the quality of the tv pictures was of a very high standard

the tv coverage was focused too much towards people who follow sailing closely

i was more interested in the race as a result of the way it was shown on tv

0 20 40 60 80

the tv coverage focused too much on racing and not on the human interest stories

20 37 21 6 142

21 22 28 12 133

22 46 15 4 121

13 37 31 126

12 21 27 22 136

12 29 38 8 12

(%)

the appeal of the race has been enhancedby the 2005-06innovations

•Theinnovationsintroducedin2005-06toenhancetheappealoftheracehavebeenverywarmlyreceived.

•Respondentswereespeciallypositiveaboutthetypeofboat–VolvoOpen70s–andtheIn-portraces.

66

excellent

good

neither

disappointing

very bad

not aware

attitudes towards new features of the volvo ocean race 2005-06

volvo open 70s

scoring gates

pit stops

inshore series (in-port racing)

extreme 40/vx40

0 20 40 60 80

53 32 6 21 7

19 54 19 2 6

21 41 27 31 8

43 43 9 2 3

30 32 18 2 18

(%)

the race had a strong effect on purchase consideration for volvo cars

aware of race

unaware of race

20

10

0

%

very likely

likelihood of considering buying a volvo car

quite likely

11

6

25

22

68

the race helped to build brand perceptions of volvo cars

4.8.3volvo cars

aware of race

unaware of race

90

80

70

60

50

40

30

20

10

0

%

make cars that are particularly safe

perceptions of volvo cars amongst aware vs unaware of the race

offer cars with a particularly refined driving experience

make more technically advanced cars

94

85

62

46

64

45

4.9qualitativeresearch

4.9.1backgroundInordertogainsomedeeperinsightsintopeople’sviewsandattitudestowardstherace,andthevaluesassociatedwithit,theresearchprogrammealsoincludedqualitativeresearch.

Twofocusgroups,consistingof30-50-year-oldABC1men,wereheldinRotterdaminJuly2006.

Thefollowingpagesdescribesomeofthekeyfindingsfromthisresearch,plussomeoftheverbatimcommentsmadebygroupmembers.

70

the race is perceived as representing a good match with volvo•Mostoftherespondents

inthesamplehadpositivebrandassociationswithVolvo.- Attributessuchas

“reliability”,“safety”,“robustness”and“quality”stoodoutparticularly.

- “Appealingtoeveryone”wasalsoidentifiedasaqualityofVolvo.

sponsorship of the race is recognised ascreating strong brand associations•Itisclearfromthe

researchthatsponsorshipoftheraceprovidesmanybenefitsintermsofbrandperceptionforthecompaniesinvolved,ie“quality”,“innovation”and“upper-classemphasis”.

•Therewasalsoanexpectationthat“trendy”,“young”brandsshouldbeincreasinglyinvolvedinfutureinordertobroadenviewerinterest.- Examplesofthese

includeRedBullandfashionbrands.

- Alternativelythereisastrongargumentforbrandstobecomeinvolvedthatwouldbenefitfromtheassociationwiththeenvironment/nature(eitherbecausetheycurrentlygoagainstthisperceptionorbecausetheyalreadyalignwithit).

•Itisalsoclearthattheinhabitantsofportsthathosttheeventtakeincreasedinterestandprideintheircityandportarea.- Thereisincreased

potentialfortourismforthosecloseto,butnotlivingin,thearea,plusarecognitionthatthecityhasestablishedafirmplaceontheworldwidemediascene.

- Ourrespondentswerepositively“gushing”abouttheircityintheaftermathofthisevent.

•Alongsidethis,the VolvoOceanRacewas

receivedwellbyallrespondentswhohadtakenaninterest(eitherbyattendanceoftheevent,orfollowingitsprogressviathenews).- Theyfeltthattherace

broadenedtheirinterestinsailing.

- Initialinterestintherace,however,wasdrivenprimarilybypatrioticinterest.

•Thetwobrands,VolvoandtheVolvoOceanRace,areseenasbeingasuccessful“fit”.- Qualityandtechnology

areparticularlyemphasisedbytheirassociation.

- Volvotakesonayounger,“tougher”brandpresenceasaresultofitsownershipoftherace.

volvo ocean race is:

best of the best

top of its game

successful

dynamic

enjoyable

extreme

hard-working

challenging

adventurous

fast

elite/upper-class

4.9.2key findings

72

the volvo ocean race was received very positively by the sample group, who recognised that these were sportsmen performing at the most challenging end of their sport

the volvo ocean race is seen as having a number of strong usps compared with other "competitor" events •Thekeyfactorthat

makestheVolvoOceanRace“standout”isthedependencyofitsparticipantsonweatherandconditions.- Theraceisseenasa

fightagainsttheforcesofnature.

•Thisfactor,combinedwiththeinnovativetechnologythatisbeingused,iswhatgivestheraceitsuniqueappeal.- Sailingenthusiasts

arekeentoseethetechniquesbeingused.Forthisgroup,whoiswinningisn’tnecessarilythemostimportantaspectoftherace.

•Fornon-sailingenthusiasts,therealUSPoftheVolvoOceanRacein2005-06wastheinvolvementofaDutchteam,andthereforethepatrioticelementoftherace.- Thisiswhatattracted

theirinterestinitially,butitwastheextremeconditionsoftheracethatretainedit.

"it's about conquering adversity, about winning - emphasising that a company has made it"

"the race is in a class all of its own. and the same goes for volvo"

"golf, for example, isn't interesting to watch - but sailing is very dynamic - making constant decisions, trusting each other 400%"

"this is extreme"

"the best of the best in terms of equipment"

"if you look at it from the perspective of taking responsibility for oneself, and the risks involved, everest is the most extreme challenge for mountaineers and i think the same is true of the volvo ocean race for sailors"

"the most incredible boats"

"the advantage for brands is global attention and acknowledgement - it can also give you a tougher image, and that degree of eliteness"

"power and speed and sportsmanship: that's the volvo ocean race for me"

"what a test - man and boat"

4.9.3verbatim comments from focus groups: the race

74

"international recognition, and the association of glamour"

"you do put yourself on the map. it's a lot of attention"

"a huge amount of people are attracted to the harbours, and it will result in a lot of money for them"

"it does add something to the port"

"i mean - where do they have something like that? - that is such a nice way to end a major event. it concludes everything and makes you feel proud"

"my view of rotterdam has changed immensely - i talk about rotterdam in a better light. i think we have reinforced that we have a harbour to be proud of"

"with all the lights and attention - it was the best thing you could have"

4.9.3verbatim comments from focus groups: the ports

76

5.0case studyabn amro

ToillustratethebenefitsthatsponsorshipoftheVolvoOceanRacecangenerateforsyndicatesponsors,thissectiondescribesthestrategy,executionandresultsforoneofthesyndicates–ABNAMRO.Itprovidesagoodexampleofhowvaluecanbegenerated–andmeasured–forentriesinvolvingbothaboatandahoststopoverport,astrategyattheheartofthe2008-09VolvoOceanRace.

ThiscasestudyfocusesinparticularonthelevelandnatureofmediacoveragegeneratedforABNAMROandillustrateshowtheVolvoOceanRacecanprovideasponsorwithapowerfulplatformforsignificantglobalmediaexposureoveraneight-monthperiod.Additionalexposureandvaluewill

ofcoursebedeliveredbytheforthcomingdocumentaries,andthisshouldbeborneinmindwhenreviewingthefiguresdescribedhere.

ThevaluefiguresrefertotheexposuregeneratedforbothABNAMROboats.Whilstitispossibletoisolatesomeoftheexposureasreferringtooneboatortheother,muchoftheexposurerelatestobothboatsortothesponsor’snameoverall.Forthisreason,allcoveragehasbeencollatedandreportedasasinglewhole.

78

sponsorship objectivesABNAMROhadalreadybeenasupportingsponsorofoneofthesyndicatesinapreviousrunningoftheeventandhadbeenkeepingacloseeyeontheVolvoOceanRaceasapotentialmarketingvehicle.Whenthecompanymadethedecisiontostandardiseitscorporatecoloursandbrandingacrossthewholegroup,itlookedforaninternationalsportingeventthatwoulddeliverthemediaandmarketingimpactthatitsought.Thecompanyconsideredgolf,tennisandsailingand,withinsailing,theAmerica’sCup,theOlympicRegattaandtheVolvoOceanRace.TheVolvoOceanRacewastheonlyeventthatwastrulyglobal,embraceditscoremarketsofNorthandSouthAmericaandEurope,andreflecteditsbusinessofcompetingagainsttheverybestintheworldinahostileenvironment.Italsoaligneditselfwiththecompanystraplineanddeliveredavastarrayofcorporatebranding,communicationsandhospitalityopportunitiesonaninternationalscale.ABNAMROalsounashamedlywentintotheracetowinit.

ABNAMROcitesfiveclearexamplesofhowtheVolvoOceanRacehelpedleverageadded-valuecommercialbenefittoitscampaign:

a.Thecompanyspentqualitytimewith35,000keyseniorcustomersandclientsbeforeandduringtherace,makingthemfeelspecialintheuniquesettingandambienceoftheVolvoOceanRace.

b.Byengagingtheir100,000staffaroundtheworldinthecampaign,fromwearingABNAMROteamgeartowatchingtheboatsbeinglaunchedliveonline,thebanknotonlyexcitedandstimulatedtheworkforce,butinspiredthem.

c.Throughitsmediaandbroadcastoperations,offeringfreestillsandbroadcastimagesaswellasgeneratingstories,interviewsandsailingcopy,ABNAMROestimatedthatitreceivedmorethan60millioneurosworthofvalue–wellinexcessofexpectations.Theinternetprovedakeycommunicationstool,with8muniquepageviewsduringtherace.

d.BywinningtheVolvoOceanRace,ABNAMROamplyreinforcedanddemonstrateditsstrapline–“MakingMorePossible”–anditsvaluesof“integrity”,

“teamwork”,“respect”and“professionalism”.

e.ThecentraltenetforparticipatingintheVolvoOceanRacewastointroduceandenhancenewcorporatebrandinganditsparticipationintheeventdidjustthatonaglobalscale.

5.1abn amrosummary

80

the companyABNAMROisbasedin60countriesandemploysover100,000peopleinanetworkof3,500branches.Itisranked20thintheworldand11thinEurope.Thebankisclearlyfocusedonconsumerandcommercialclientswithinlocalmarketsandfocusesgloballyonselectmultinationalcorporationsandfinancialinstitutions,aswellasprivateclients.Itscommercialstrategyisbuiltonleveragingitsadvantageasagrouptocreatethebestvalueforitsclients.

ABNAMROhaslongrecognisedtheadvantagesofsportssponsorshipandhasbackedtheDutchsoccerteamAjaxsince1990,sponsoredtheWorldTennisChampionshipsince1973andtheLaSalleChicagoMarathonsince1994.Itsstrapline–

“MakingMorePossible”–anditscorporatevaluesof“integrity”,“teamwork”,

“respect”and“professionalism”workwellwithsportssponsorshipandworkedexceptionallywellwiththebasicthemespresentedbytheVolvoOceanRace.ItwasthefirstteamtoentertheVolvoOceanRace2005-06andtheonlyteamtohaveatwo-boatcampaign.

total media value delivery

television press total

$45,095,313 $14,014,655 $59,109,968

5.2.1delivery of value•Notalllegswereof

equallength–Legs6and8,inparticular,wereofashortduration.

•Valuedeliverywassteadyandregularthroughouttherace.

•Significantvaluewasdeliveredaftertheendoftherace,fromprogrammesreviewingtheraceand,inparticular,fromhigh-valueprogrammesintheUSA.

leg

02

leg

03

leg

04

leg

05

leg

06

leg

07

leg

08

($)

value build

45,000,000

40,000,000

35,000,000

30,000,000

25,000,000

20,000,000

15,000,000

10,000,000

5,000,000

0

leg

01

pre+

leg

09+

post

leg

02

($)

leg

03

leg

04

leg

05

leg

06

leg

07

leg

08

value by leg

10,000,000

8,000,000

6,000,000

4,000,000

2,000,000

0

leg

01

pre+

leg

09+

post

10,5

43,9

19

2,45

5,33

1

6,52

1,56

8

1,60

8,26

6

5,37

9,04

7

4,23

5,42

8

3,49

6,71

54,70

3,75

36,15

1,28

6

5.2abn amrotelevision

82

5.2.2source of value•Stronglevelsofvalue

weregeneratedinseveralcountriesaroundtheworld,includingkeytargetmarketsforABN

AMROsuchasBrazilandtheUSA.

•Thevaluedeliveredbyregularcoveragefrompan-territorybroadcastersisclear.

•Regularmentionsoftheboat’snamegeneratedsignificantvalue,alongsidethevaluedeliveredbyregularexposureofboththeboatandthecrew.

new

zea

land

($)

sout

h af

rica

spai

n

swed

en uk usa

pan-

terr

itory

othe

r

value by country

10,000,000

8,000,000

6,000,000

4,000,000

2,000,000

0

neth

erla

nds

braz

il

chin

a

fran

ce

japa

n

aust

rali

a5,

153,

542

4,07

7,50

8

614,

064

70,4

88

1,14

0,52

5

2,98

5,20

7

1,81

9,97

2

126,

251 1,07

3,20

9

223,

387

3,08

9,84

9

10,0

82,7

48

10,5

38,9

90

4,09

9,57

4

deck

($)

boom

cabi

n

helm

othe

r

value by source

25,000,000

20,000,000

15,000,000

10,000,000

5,000,000

0

clot

hing

verb

al m

enti

on sail

hull

scre

en c

redi

t

shar

e of

cov

erag

e24

,540

,857

8,62

3,78

6

3,72

1,15

8

2,73

7,72

7

2,27

6,31

8

2,23

5,07

1

184,

514

140,

471

122,

137

41,9

58

471,

317

84

abn amrotelevision

5.3.1delivery of value•AswithTV,valuefrom

presscoveragewasdeliveredconsistentlyandregularlythroughouttherace.

•Thelevelofmediainterestintheraceasawhole–andinalltheparticipants–duringthebuild-uptothestartisreflectedinthevaluegeneratedforABNAMROatthistime,beforetheteam’sracingsuccesswasknown.

leg

02

($)

leg

03

leg

04

leg

05

leg

06

leg

07

leg

08

value by leg

4,000,000

3,500,000

3,000,000

2,500,000

2,000,000

1,500,000

1,000,000

500,000

10

leg

01

pre+

leg

09+

post

3,73

9,10

0

2,23

0,72

5

1,00

1,20

9

1,28

1,77

7

1,62

5,01

7

862,

576

1,89

3,36

4

581,

817

799,

069

86

5.3abn amropress

leg

02

leg

03

leg

04

leg

05

leg

06

leg

07

leg

08

($)

value build

12,000,000

10,000,000

8,000,000

6,000,000

4,000,000

2,000,000

0

leg

01

pre+

leg

09+

post

5.3.2value bycountry•UnlikeTV,wherethe

amountofcoverageislargelydependentonbroadcastdeals,presscoverageisunaffectedbycontractualarrangements.Itcantherefore,perhaps,beregardedasatruerreflectionofnaturalmediaandpublicinterestthantelevision.

•SignificantvaluewasdeliveredforABNAMROfromseveralterritories–includingtheDutchhomemarket.

•Changinglevelsofinterestastheracemovedaroundtheworldareillustratedby,forexample,theincreasedcoverageintheUSAaroundLeg5andintheUKfromLeg7.

brazil

australia

france

china

new zealand

netherlands

germany

sweden

spain

south africa

other

usa

uk

leg

02

(%)

leg

03

leg

04

leg

05

leg

06

leg

07

leg

08

value by leg by country

90

80

70

60

50

40

30

20

10

0

leg

01

pre+

leg

09+

post

new

zea

land

($)

sout

h af

rica

spai

n

swed

en uk usa

othe

r

value by country

2,500,000

2,000,000

1,500,000

1,000,000

500,000

0

neth

erla

nds

braz

il

chin

a

fran

ce

germ

any

aust

rali

a43

0,46

1

1,19

1,90

0

529

2,22

6,51

0

384,

976

2,12

0,71

1

80,7

62

11,9

69

2,18

3,79

3

90,4

37

1,32

9,46

9

2,68

9,07

7

1,27

4,06

0

88

abn amropress

•ThesuccessoftheABNAMROboatsisreflectedinthequalityofthepresscoverage.Welloverhalfthevalue

camefrommentions/representationbeyondsimpleinclusionwithinthecopyofanarticle.

5.3.3value bytype ofexposure

value by type of exposure

headline 11%

sub-heading 7%

body text 43%

photo (high-quality) 22%

photo (low-quality) 10%

caption 7%

top 25 contributing titles

country title circulation no. of articles value ($)

usa washington post 1,000,565 38 1,067,260

france l'equipe 343,567 117 765,305

netherlands algemeen dagblad 304,000 32 646,627

brazil o estado de sao paulo 491,070 46 514,418

netherlands de telegraaf 807,800 35 439,253

usa washington post sunday 1,000,565 12 395,509

usa new york times 1,149,700 17 341,013

uk daily telegraph 904,283 83 327,660

france le telegramme 225,235 62 291,872

spain el mundo 404,636 64 291,794

france ouest france 862,203 23 288,214

australia herald sun 504,150 57 239,234

spain marca 510,078 91 225,089

brazil jornal da tarde 120,000 40 216,272

uk sunday times 1,375,972 11 212,681

spain abc 276,552 58 200,517

france le figaro 436,006 20 175,180

france le dauphine 283,847 27 146,013

usa usa today 2,154,539 14 137,506

brazil jornal do brasil 107,000 29 132,350

spain la voz de galicia 121,267 77 131,991

usa wall street journal 2,091,062 3 126,945

france liberation 202,081 17 115,392

spain faro de vigo 49,748 135 107,328

spain el pais 558,530 29 98,258

•ABNAMROfeaturedin8,777articlesfeaturingtheVolvoOceanRace.

•Thesearticlescamefrom1,176differentpublications.

•The25titlesdeliveringthegreatestvalueforABNAMROcamefromsevendifferentcountriesaslistedinthetableontheright:

5.3.4value by title

90

abn amropress

6.02001-2002retrospective

ToprovideadditionalcontextforthenatureofthemarketingplatformthattheVolvoOceanRacecanprovide,thissectiondescribessomeofthekeyheadlinesfromthe2001-02researchprogramme.

The2001-02researchprogrammecoveredawiderangeoftopicsandresearchdisciplines,andamorecomprehensivesummaryofresultsisavailableonrequest.Thefollowingpagesillustratesomeofthekeyfindingsregardingboththemediadeliveryandtheimpactcreatedfortherace’ssyndicatesponsors.

key media & audience delivery figures from 2001-2002 research programme total tv audience 811m

number of press articles 15,264

recorded radio coverage 54 hours

unique visitors to the official website 3.05m

number of visitors to port cities 2.3m92

•The2001-02racecreatedaclearandstrongimpactforthesyndicatesponsors.

•Notonlydidawarenessoftheteamsandtheirsponsorsgrowsignificantlyoverthecourseoftherace,butthistranslatedintoasubstantiallygreaterlevelofunderstandingofthesponsors’areasofbusiness.Thiseffectappliedbothtosponsorsalreadybenefitingfromareasonablelevelofknowledgeandtothosethatwerepreviouslycomparativelyunknown.

94

40

30

20

10

0

A

awareness of syndicates 2001-02

by syndicate (%)

b c d e f g

pre-race

post-race

15.6

43.2

12

40.3

13.8

37.2

25.7

14

7.1

24.5

23.3

9.8 10

.9

20.2

40

30

20

10

0

A

knowledge of sponsors' area of business 2001-02

by syndicate (%)

b c d e f g

aware of race

unaware of race

43.2

22.3

42.2

30.8

23.6

7.1

2.1

16.1

9

3.7 4.

6

8.1

6.8

2.7

Ifyouwouldliketofindoutmore,contactthecommercialteam:

commercial@volvooceanrace.orgDirect+44(0)1489564555

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