mid race report
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Mid Race ReportTRANSCRIPT
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Mid Race Report Volvo Ocean Race 2011-12
Head office:
Volvo Ocean Race S.L.U.Muelle no 10 de AlicantePuerto de Alicante03001 Alicante Spain
For further information please contact:
The Commercial Team at Volvo Ocean Race
Email. [email protected] Tel. +34 966 011 100
volvooceanrace.com
Race Partners
Race Sponsors
Race Suppliers
Supported Organisations
22
Message fromKnut FrostadCEO, Volvo Ocean Race
The Mid Race Report is our chance to give existing and potential new stakeholders and partners an insight into what we have achieved over the first half of the Volvo Ocean Race 2011-12.
Our aim throughout has been to deliver this unique story, one of the last great human adventures, to a global audience with instant updates and in High Definition, using the most advanced satellite technology developed with our partners Inmarsat and Thrane & Thrane.
A lot has changed since satellite communication was introduced in this race in 1993 and for the current edition we have invested heavily in state-of-the art technology to bring more content of an even higher quality to fans around the world. I know of no other sport that puts a cameraman and reporter combined at the heart of the action in the way we do with our Media Crew Members, who use their position on board and multimedia storytelling skills to produce and deliver content of exceptional quality.
A major part of our strategy has been to increase the level of news coverage of the 2011-12 race across the media. Our communications team has made this a focus, working closely with the teams and their media operations to make
it possible. I have been especially pleased with the breadth and scale of online news coverage about the race and it is gratifying to see that we have already passed the total number of online news articles published during our last edition in 2008-09.
The changing online landscape has proved to be a great match for our content-rich race. With an abundance of high-quality images, audio clips, text and video, we are building a large and passionate audience via the online and social media platforms we manage.
Another key goal for us has been to raise the quality and entertainment level still further in the stopovers. Together with our great host city partners we have been pleased to see visitors spending more time in the race villages and coming back for more.
There’s still a long way to go to the finish and we are determined to continue to improve our numbers to reach an all-time high on all platforms.
Knut Frostad
Volvo Ocean Race 2011-12 Mid Race Report
The state-of-the-art Race Control at Volvo Ocean Race HQ, Alicante, Spain
Key headlines: The Race To Date
Contents
880 MILLION
30,651
35 MILLION
110 MILLION
12,174
€89.27 MILLION
137,174
4.1 MILLION
2.6 bILLION
3 Key Headlines: The Race To Date
4 Data Credentials
5 Image Values and Fan Profile
6 Media Reach: Television
9 Case Study: IWC Schaffhausen
10 Media Reach: Radio
11 Case Study: Groupama sailing team
12 Media Reach: Print
14 Media Reach: Online
16 Media Reach: Social and Multimedia
22 Economic Impact
24 Case study: Abu Dhabi
25 Case study: Volvo
26 Case study: DHL
111,299
128,689
Cumulative print readership from 4,249 articles(Source: IFM/SMS – up to February 19)
Cumulative TV audience from more than 1,200 hours of coverage(Source: IFM/SMS – up to February 19)
Online news articles published since October 10, 2011(Source: Meltwater News – up to March 18)
Visits to the Volvo Ocean Race Game and website (Source: Google Analytics – up to March 18)
Page views to the Volvo Ocean Race Game and website (Source: Google Analytics – up to March 18)
Visits to the Race Villages up to and including the Sanya stopover(Source: PwC and Host Ports)
VIP corporate guests in Alicante, Abu Dhabi and Sanya(Source: PwC)
Total economic impact in Comunidad Valenciana, Spain from Alicante stopover(Source: PwC)
Total downloads of Volvo Ocean Race App for iPhone, iPad and Android since launch in November 2011(up to March 18)
Views of Race videos on the official Volvo Ocean Race YouTube channel since the start of the Race (up to March 18)
Fans of the official Volvo Ocean Race Facebook page(up to March 18)
Registered players from 150 countries for the Official Game (up to March 18)
3volvooceanrace.com
1.3 MILLION
Data CredentialsThis report summarises key findings from the global research programme for the Volvo Ocean Race 2011-12.
The research programme was designed to provide stakeholders with a comprehensive assessment of the Race’s reach and impact.
The report delivers data relating to the media reach and original, objectively-derived insights into the values associated with the Race as well as the impact on stakeholder brands.
All data detailed in this Mid Race Report was collected between October 2011 and March 2012.
Published by:Volvo Ocean Race S.L.U.April 2012
Volvo Ocean Race 2011-12 Mid Race Report4
IFM/SMSIFM/SMS has 28 years´ experience in sports marketing and research. The company is part of the RSMG Insight Group – the international leader in sports marketing and sponsorship research.
Meltwater GroupMeltwater Group provides digital intelligence to over 20,000 clients from 50+ offices around the world. The Meltwater News tool tracks more than 170,000 global news sources online in 190 countries and 100 languages, ranging from major news outlets, to blogs, Twitter, YouTube, Facebook, trade publications, local and regional journals, weeklies, TV and radio transcripts.
PwCPricewaterhouseCoopers has long-standing and widely recognised experience in impact assessments in the sports and leisure sector. The team conduct surveys, prepare financial estimates and customise economic impact models to quantify economic impact in selected stopovers in the Volvo Ocean Race.
Simply MeasuredSimply Measured aggregates data from multiple sources to give accurate information on social media. Simply Measured tools are trusted by over 30,000 users worldwide, Fortune 500 brands and top digital agencies.
Photos:Dan ArmstrongChris Cameron/CAMPER2011-12Ian Roman/Volvo Ocean RaceYann Riou/Groupama Sailing Team/Volvo Ocean RaceAinhoa Sanchez/Abu Dhabi Ocean RacingTim Stonton/Volvo Ocean Race
Image Values and Fan Profile
VOLVO OCEAN RACE IMAGE VALUES (7 MARKET1 ANALYSIS)
1 Markets: Brazil, France, Italy, Netherlands, Spain, Sweden and UK
50%
46%
57%
36%
Exciting
48%
43%
45%
35%
Challenging
51%
40%
44%
14%
Teamwork
52%
33%
29%
15%
Adventurous
32%
31%
8%
30%
EnvironmentallyFriendly
32%
17%
33%
18%
Innovative
42%
38%
41%
35%
Appealing
Source: IFM/SMS October 2011
` Volvo Ocean Race has strong and attractive image values compared to other sports events
Core demographic (72% of total) is aged between 24-55
More positive towards sponsorship and more likely to buy products from brands that sponsor sports they like
80% ABC1 social class (managerial position)
Average income: €44.9K (+18% higher than general sports fan)
VOLVO OCEAN RACE FAN PROFILE: 7 MARKET1 ANALYSIS
Source: IFM/SMS October 2011
1 Markets: Brazil, France, Italy, Netherlands, Spain, Sweden and UK Source: Sample: 600 sport interested people +15 years old representative by country / 250 sailing interested. Total sample: 4.200
Volvo Ocean RaceGolf (4 Major events)Formula 1Tour de France
55volvooceanrace.com
Volvo Ocean Race 2011-12 Mid Race Report6
Country Hours of Coverage Cumulative Audience
Brazil 44:08:24 1,300,529
China 27:08:25 524,491,547
France 34:44:30 119,331,947
Germany 5:58:08 6,477,161
Ireland 36:08:02 1,876,150
Italy 16:33:49 4,132,100
Netherlands 0:55:00 172,000
New Zealand 10:06:15 21,230,777
Portugal 46:56:51 2,071,012
South Africa 158:56:09 11,025,640
Spain 65:14:52 151,730,524
Sweden 7:08:20 3,713,000
UAE 201:31:02 1,523,017
UK 31:09:30 926,026
USA 207:41:40 15,451,521
Rest of the World 334:53:02 15,395,723
TOTAL 1,229:13:59 (+15%) 880,848,674 (+92%)
TV PERFORMANCE PER COUNTRY1
Media Reach: Television
Source: IFM/SMS from October 10, 2011-February 19, 2012
1 IFM/SMS has monitored these 15 countries throughout the period. The “Rest of the world” is based on collected clippings and reports from non-monitored countries. Therefore it is likely that the Rest of the World is significantly higher, but no extrapolation has been applied to this figure.
6 Volvo Ocean Race 2011-12 Mid Race Report
` A 15% increase in hours of coverage resulted in audience growth of more than 90% compared to the last race
` Improvement in TV news coverage as well as quality of broadcasters are key reasons for the audience increase
Europe
China
Americas
Asia Pacific
SAMPLE OF VOLVO OCEAN RACE TV bROADCASTERS
GROWTH IN GLObAL TV AUDIENCE (IN MILLIONS)
Accumulated global TV audienceGlobal TV audience by leg
GROWTH IN GLObAL TV COVERAGE (IN HOURS)
2008-09 2011-12
1,000
800
600
400
200
0
158
Pre-Race& Alicante
Leg 1 & Cape Town
Leg 2 & Abu Dhabi
Leg 3 & Sanya
277
166
278
900
800
700
600
500
400
300
200
100
0
435
601
880
129
Pre-Race& Alicante
Leg 1 & Cape Town
Leg 2 & Abu Dhabi
Leg 3 & Sanya
291377
432
1,200
1,000
800
600
400
200
0
420
797
1,229
459
M
88
0 M
1,0
73 H
RS
1,2
29
HR
S
2008-09 2011-12
1,500
1,200
900
600
300
0
Accumulated global TV coverageGlobal TV coverage by leg
volvooceanrace.com
Source: IFM/SMS from October 10, 2011-February 19, 2012
7
(Pre-Race and Legs 1-3)
(Pre-Race and Legs 1-3)
Media Reach: Television
Volvo Ocean Race 2011-12 Mid Race Report8
1 Includes news, live, dedicated programmes and magazines/showsSource: IFM/SMS from October 10, 2011-February 19, 2012
Source: IFM/SMS from October 10, 2011-February 19, 2012
NUMbER OF TV bROADCASTS bY COUNTRY1
522
401
334
278
257
246
223
104
80
55
54
53
42
11
Rest of World
Spain
USA
China
UAE
South Africa
Portugal
France
New Zealand
Italy
Brazil
UK
Ireland
Germany
Sweden
218
Country/Channel Number of News Items Broadcast
Cumulative Audience
CHINA
CCTV-5 155 392,106,187
CCTV News 18 68,023,270
CCTV News English 22 7,854,000
SPAIN
TVE1 36 80,007,400
Forta1 259 34,398,293
Telecinco 18 26,778,811
FRANCE
TF1 5 40,667,800
France 3 13 24,891,100
France 2 5 5,770,000
TOP TV NEWS bROADCASTERS bY AUDIENCE
Country Date Channel Duration Audience
China Nov 7, 2011 CCTV-1 0:00:26 13,218,000
China Feb 6, 2012 CCTV News 0:00:36 12,459,000
China Feb 18, 2012 CCTV News 0:01:00 10,822,000
China Feb 19, 2012 CCTV News 0:00:45 9,953,000
France Jan 15, 2012 TF1 0:01:59 8,966,100
France Nov 13, 2011 TF1 0:01:52 8,805,000
France Nov 6, 2011 TF1 0:01:59 8,694,500
China Jan15, 2012 CCTV-5 0:00:24 7,305,000
France Dec 28, 2011 TF1 0:00:20 7,274,200
France Nov 5, 2011 TF1 0:01:39 6,928,000
TOP 10 TV bROADCASTS ` Volvo Ocean Race Broadcast Room / Newsmarket ` International agencies (SNTV, AFP Video, Reuters TV, OMNISPORT, Eurovision/EBU)
` Direct to broadcasters
` 43 hours in total (IMG) ` 13 x half-hour highlight shows (Leg Starts/In-Port Race Highlights, Preview Show & Mid-Race Update)
` 10 x Live In-Port Races (90 minutes) ` 9 x Live Leg Starts (60 minutes) ` 9 x 1-hour Leg Documentary Shows ` 1 x 90-minute Official Film (late July 2012) ` 1 x History of the Volvo Ocean Race Documentary (Pre-Race)
VOLVO OCEAN RACE 2011-12 TV NEWS DISTRIbUTION
VOLVO OCEAN RACE 2011-12 TV PROGRAMMES
` There were 81 TV broadcasts in China alone during Leg 3, watched by an average of 2.5 million. The most-watched was on CCTV1 and seen by an estimated 12.5 million
` FOX Sports Network in the USA showed 241 programmes on the Race during Leg 3 across the regional channels with a total audience of nearly 3 million
1 Conglomerate of Spanish regional channels
Case Study: IWC Schaffhausen
Exquisite timing, a ‘Money Can’t buy’ experience“This uncompromising round-the-world race is one of the most de-manding team sporting events of them all and promises a competition full of drama and adventure,” is the way Georges Kern, CEO of IWC Schaffhausen, summarises the com-pany’s commitment as a partner to the Volvo Ocean Race.
The partnership between IWC Schaffhausen and Volvo Ocean Race has provided an opportunity for the Swiss watch manufacturer to demonstrate its expertise in terms of engineering, technology and quality. Both brands share the same spirit and values, while showcasing invention, technical excellence, outstanding craftsmanship and adventure. IWC Schaffhausen is involved with the Volvo Ocean Race 2011-12 as Official Timekeeper and sponsor of the prestigious 24-hour speed record competition as well as Official Sponsor of Abu Dhabi Ocean Racing.
For the overall best distance over any 24-hour period
during the race, the company decided to offer the sailors an enormous incentive with each crew member on board the winning boat set to win a Portuguese Yacht Club Chronograph Edition “Volvo Ocean Race 2011-12” – an exquisitely crafted and designed timepiece especially launched for the Race.
Being the race’s Official Timekeeper and a team sponsor has given IWC Schaffhausen a unique opportunity to grant behind-the-scenes access to key clients and lucky contestants.
They are true Money Can’t Buy Experiences and have helped establish IWC Schaffhausen as a major partner of the world’s toughest sporting event.
As Official Timekeeper, IWC Schaffhausen’s technology and timing is also displayed on the official start boat at all In-Port races and Leg Starts as well as on the TV screens and official web pages and trackers.
volvooceanrace.com 9
IWC Schaffhausen brand ambassador Zinedine Zidane in Alicante with first ever UAE Volvo Ocean Race sailor Adil Khalid
Media Reach: Radio
CHN China National Radio 143.3M
CHN CRI 105M
FR RFI 83.5M
FR RTL 72.5M
ESP RNEE 71.3M
FR France Bleu 63.8M
UAE Radio 1 & 2 48.4M
FR France Info 27.6M
ESP Cadena Ser 21.1M
NZ Newstalk ZB 20.1M
Volvo Ocean Race 2011-12 Mid Race Report10
Source: USP Content and IFM/SMS
NZ Newstalk ZB 412
UAE Radio 1 & 2 300
NZ Radio Live 237
FR France Bleu 117
NZ Rhema 112
NZ Radio New Zealand 106
IRE Galway Bay 106
NZ Radio Sport 103
UAE ARN 90
NZ Easy Mix 82
` Radio stations around the world talk to the boats live from the middle of the ocean. USP produces and distributes the radio content globally
TOP 10 RADIO STATIONS: NUMbERS OF bROADCASTS
TOP 10 RADIO STATIONS: CUMULATIVE AUDIENCE
Source: USP Content and IFM/SMS September 1, 2011-March 10, 2012
Country Number of Broadcasts
Cumulative Audience
France 322 285,561,640
China 45 248,640,000
Spain 307 106,604,145
UAE 420 68,289,960
New Zealand 1,142 37,034,460
South Africa 171 20,704,337
Ireland 181 13,365,702
UK 25 12,076,458
RADIO bROADCASTS: TOP 8 COUNTRIES
volvooceanrace.com 11
Case Study: Groupama sailing team
Groupama’s rise to the global challengeGroupama has long held offshore sailing as its flagship sponsorship commitment. Since 1997, the company has been behind the Franck Cammas success story in events such as the The Jules Verne Trophy, Transat Jacques Va-bre and the Route du Rhum but the current campaign represents a shift to an event with a much more global profile.
So while Cammas is proud to be testing himself and his crew against the best sailors on the planet, for Groupa-ma, an international insurance company, the Volvo Ocean Race is a chance to extend the brand’s global profile.
Client activation and building engagement have been key to the Groupama success story in the race.
A great deal of attention has been paid to branding at the Groupama HQ in Paris, which features an interactive ex-hibition for staff and clients and twice a week acts as the staging area for audio and visual calls with media from France and across the world.
Thanks to a close working relationship between the Groupama media team, the onboard Media Crew Mem-ber Yann Riou and the Volvo Ocean Race’s media as-sets, the team have a weekly highlights package that goes out on French national television station TF1 each Sunday.
Another media partnership sees Cammas write a weekly blog on his experiences in the race for Ouest France, the country’s biggest selling newspaper, and thanks to the momentum being gathered by the team over the first half of the race the media results are reaching new heights.
With tens of thousands of fans expected for a homecom-ing at the penultimate stopover in Lorient, everything points to the team continuing to exceed expectations in their first experience of sailing’s biggest global adven-ture.
Country Source No. of articles
Readership1
Spain Marca 122 1,740,677
El País 34 1,991,000
France L´Équipe 98 1,478,000
Le Figaro 39 908,000
China Guangzhou Daily 13 3,160,000
Shanghai Evening Post 16 924,000
Italy Gazzetta dello Sport 30 3,995,000
UAE The National 209 297,000
UK The Daily Telegraph 25 1,905,000
Ireland Irish Times 46 359,000
Portugal A Bola 20 792,000
Brazil Lance 16 608,372
USA Miami Herald 17 819,000
New Zealand New Zealand Herald 37 602,000
Germany Die Welt 6 510,000
Sweden Goteborg Posten 8 552,000
TOP PRINT PUbLICATIONS bY COUNTRY
Media Reach: Print
Country No. of published articles
CumulativeReadership
Brazil 128 51,863,483
China 182 334,002,900
France 695 684,538,824
Germany 72 36,821,112
Ireland 352 62,776,743
Italy 141 237,445,296
Netherlands 67 50,852,772
New Zealand 255 40,956,146
Portugal 115 53,847,286
South Africa 37 11,176,271
Spain 1289 688,772,229
Sweden 62 17,420,598
UAE 650 179,779,986
UK 94 140,654,580
USA 48 41,998,617
Other 62 13,797,096
TOTAL 4,249 2,646,703,939
KEY PRINT HIGHLIGHTS bY COUNTRY
Source: IFM/SMS from October 10, 2011-February 19, 2012
Source: IFM/SMS from October 10, 2011-February 19, 2012
1 The number of people who have read or looked at an average issue of a publication
Volvo Ocean Race 2011-12 Mid Race Report12
Source: IFM/SMS from October 10, 2011-February 19, 2012
` A 45% increase in print readership compared to the last Race due to more coverage in higher profile publications
` On average, more than 30 articles per day have been published in high profile publications in the monitored markets1
1 The monitored markets are Brazil, China, France, Germany, Ireland, Italy, Netherlands, New Zealand, Portugal, South Africa, Spain, Sweden, UAE, UK and USA
CUMULATIVE PRINT READERSHIP
2008-09 2011-12
1.8
bN
2.6
bN
(+4
5%
)
13volvooceanrace.com
(Pre-Race and Legs 1-3)
2,023
3,411
4,500
3,000
1,500
0
GROWTH IN PRINT ARTICLES
Pre-Race& Alicante
Leg 1 & Cape Town
Leg 2 & Abu Dhabi
Leg 3 & Sanya
4,249Cumulative growth in print articlesPrint articles per leg and stopover
8381,388
1,224799
3,000
2,000
1,000
0Pre-Race& Alicante
Leg 1 & Cape Town
Leg 2 & Abu Dhabi
Leg 3 & Sanya
GROWTH IN PRINT READERSHIP (IN MILLIONS)
Cumulative growth in print readershipPrint readership per leg and stopover
510787818531
1,349
2,136
2,646
Source: Meltwater News October 10, 2011-March 18, 2012
Volvo Ocean Race 2011-12 Mid Race Report14
Country Source No. of published articles
Monthly Unique Visitors
China Sina 289 40,000,000
USA Yahoo! News 65 38,218,560
USA ESPN 29 18,149,680
USA The New York Times 14 17,057,258
USA The Washington Post 20 10,979,260
UK Telegraph.co.uk 180 8,239,416
France Le Figaro 147 6,971,612
Spain El País 40 5,717,865
Spain Marca.com (Nauta 360) 147 4,941,299
France 20 Minutes 72 4,910,955
France L'Équipe 72 4,748,213
Germany Die Welt 19 3,218,420
Italy Gazzetta dello Sport 62 3,161,075
Italy La Stampa 97 2,207,036
New Zealand New Zealand Herald 161 500,624
Media Reach: Online
` On average, more than 230 online articles published daily since the start of the monitoring period on October 10, 2011
` An increase of more than 100 online articles every day compared to the last edition
ONLINE NEWS: TOP SOURCES bY VISITORS
5,750
Source: Meltwater News October 10, 2011-March 18, 2012
NUMbER OF ONLINE ARTICLES (TOP 10 COUNTRIES)
5,292
4,033
2,334
1,370
1,330
1,090
849
822
673
Spain
France
USA
Australia
Italy
UK
New Zealand
Germany
UAE
Brazil
volvooceanrace.com 15
` Total number of online articles published up to the start of Leg 5 already exceeds the total online coverage of the last Race
` Regular reports on major national and international news agencies (including Reuters, AP, AFP, EFE, ANSA, DPA) has been key to growth
NUMbER OF ONLINE SOURCES
Source: 2008-09 data - Meltwater News September 20, 2008-February 13, 2009 2011-12 data - Meltwater News from October 10, 2011-March 18, 2012
Pre-Race& Alicante
Leg 1 & Cape Town
Leg 2 & Abu Dhabi
Leg 3 & Sanya
Leg 4& Auckland
2008-092011-12
CUMULATIVE GROWTH IN NUMbER OF ONLINE ARTICLES
Pre-Race& Alicante
Leg 1 & Cape Town
Leg 2 & Abu Dhabi
Leg 3 & Sanya
Leg 4& Auckland
Leg 5& Itajai
Leg 6& Miami
Leg 7& Lisbon
Leg 9& Galway
Leg 8& Lorient
40,000
30,000
20,000
10,000
0
2008-092011-12
Source: Meltwater News from October 10, 2011 - March 18, 2012
GROWTH IN ONLINE ARTICLES
40,000
30,000
20,000
10,000
0
Online articles by legCumulative online articles
Pre-Race& Alicante
Leg 1 & Cape Town
Leg 2 & Abu Dhabi
Leg 3 & Sanya
Leg 4& Auckland
2008-09 2011-12
Sou
rce:
20
08
-09
dat
a - M
eltw
ater
New
s S
epte
mbe
r 20
, 2
00
8-F
ebru
ary
13, 2
00
9. 2
011
-12
dat
a -M
eltw
ater
New
s fro
m O
ctob
er 1
0, 2
011
-Mar
ch 1
8, 2
012
30,6
51
(+10
8%
)
14,8
69
35,000
30,000
25,000
20,000
15,000
10,000
0
4,7698,499
6,8285,050 5,505
15
Sou
rce:
2
00
8-0
9 d
ata
- Mel
twat
er N
ews
Sep
tem
ber 2
0, 2
00
8-J
uly
20
12 2
00
9
20
11-1
2 d
ata
-Mel
twat
er N
ews
from
Oct
ober
10
, 20
11-M
arch
18
, 20
12
(Pre-Race and Legs 1-3)
Volvo Ocean Race 2011-12 Mid Race Report16
` Since the Race started, the number of Facebook fans has more than doubled (+114%), with an average of 2,500 new fans every week
` Facebook fans are avid consumers of content. Videos posted on the Volvo Ocean Race Facebook page have been viewed more than 120,000 times and photos more than 330,000 times
` Twitter: Since the Race started the number of followers has more than doubled (+130%)
` More than 4 million views and 173% increase in subscribers from the Race start to March 18 on the official Volvo Ocean Race YouTube channel
Source: Simply Measured October 10, 2011-March 18, 2012
FACEbOOK: SAILING PROPERTIES
FACEbOOK CONSUMPTION
PUMA OCEAN RACING: 20,902
VOLVO OCEAN RACE GAME: 16,522
Photo viewsVideo playsLink clicksOther click
Media Reach: Social and Multimedia
Engagement equals number of page fans divided by “people talking about this” as of March 18, 2012. Size of the bubble relates to the amount of fans of each property.
140,000
120,000
100,000
80,000
60,000
40,000
20,000
0
Num
ber o
f fan
s
Engagement
120,000
100,000
80,000
60,000
40,000
20,000
0
Oct
17
Oct
24
Oct
31
Nov
7
Nov
14
Nov
21
Nov
28
Dec
5
Dec
12
Dec
19
Dec
26
Jan
2
Jna
9
Jan
16
Jan
23
Jan
30
Feb
6
Feb
13
Feb
20
Feb
27
Mar
5
Mar
12
Mar
18
volvooceanrace.com 17
THE OFFICIAL VOLVO OCEAN RACE YOUTUbE CHANNEL: DAILY VIEWS
Source: Simply Measured October 17, 2011-March 18, 2012
THE OFFICIAL VOLVO OCEAN RACE TWITTER FEED
Average daily viewsTrendline
562,174
Source: YouTube Analytics October 10, 2011-March 18, 2012
TOP COUNTRIES (NUMbER OF VIEWS)
USA
Spain
Netherlands
Germany
Sweden
Italy
UK
France
Canada
Australia
322,177
270,837
270,396
255,891
225,895
219,076
214,498
197,092
126,099
Followers added1
Followers
1 Followers added since the start of the Race
50,000
40,000
30,000
20,000
10,000
0
Ave
rage
vie
ws
Followers added1
Followers
20,000
15,000
10,000
0
9,9
27
19,1
65 20,000
16,000
12,000
8,000
4,000
0
Follo
wer
s
Oct
24
Oct
31
Nov
7
Nov
14
Nov
21
Nov
28
Dec
5
Dec
12
Dec
19
Dec
26
Jan
2
Jna
9
Jan
16
Jan
23
Jan
30
Feb
6
Feb
13
Feb
20
Feb
27
Mar
5
Mar
12
Mar
18
1,200
1,000
800
600
400
200
0
Follo
wer
s ad
ded1
` The Volvo Ocean Race website received double the daily visits compared to the last Race (159,422 vs. 70,729)
` Up to the start of Leg 5, page views were 16% higher than the total for the entire last Race
Volvo Ocean Race 2011-12 Mid Race Report18
Sources:
1 & 2: 2008-09 data - Google Analytics September 20, 2008-July 12, 2009. 2011-12 data - Google Analytics October 10, 2011-March 18, 2012
3: 2008-09 data - Google Analytics September 20, 2008-February 13 2009. 2011-12 data - Google Analytics October 10, 2011-March 18, 2012
4: Google Analytics October 10, 2011-March 18, 2012
Media Reach: Social and Multimedia
1. VOLVOOCEANRACE.COM - CUMULATIVE VISITS
2. VOLVOOCEANRACE.COM - CUMULATIVE PAGE VIEWS
3. VOLVOOCEANRACE.COM - AVERAGE DAILY VISITS
4. VOLVOOCEANRACE.COM - GEOGRAPHICAL DISTRIbUTION
Pre-Race Leg 1 Leg 2 Leg 3 Leg 4 Leg 5 Leg 6 Leg 7 Leg 8 Leg 9 Leg 10
2008-092011-12
2008-092011-12
Alic
ante
Alic
ante
Leg
1
Cap
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Cap
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wn
Leg
2
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Abu
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Leg
3
Sin
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Leg
4
Chi
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2008-092011-12
Pre-Race Leg 1 Leg 2 Leg 3 Leg 4 Leg 5 Leg 6 Leg 7 Leg 8 Leg 9 Leg 10
` The Volvo Ocean Race website has strengthened its position as sailing’s top online property
Glo
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` Volvo Ocean Race Game: 128,689 players from more than 150 countries racing more than 190,000 boats
19volvooceanrace.com
DAILY TRAFFIC RANK TREND
DAILY PAGEVIEWS (PERCENT)
volvooceanrace.comvolvooceanracegame.comamericascup.comsailing.org
Nov Dec Jan Feb Mar
volvooceanrace.comvolvooceanracegame.comamericascup.comsailing.org
140,000
120,000
100,000
80,000
60,000
40,000
20,000
Indi
vidu
al p
laye
rs
Source: United Games October 13, 2011-March 17, 2012 Pre-Race Leg 1 Leg 2 Leg 3 Leg 4
60
,65
5
100
,119
114
,97
8
123
,75
1
128
,68
9
VOLVOOCEANRACEGAME.COM - CUMULATIVE PLAYERS
Source: Alexa traffic rank an estimated percentage derived from both the website reach and the number of page views averaged over time. The rank of a site reflects both the number of users who visit that site as well as the number of pages on the site viewed by those usersPage views: The value measures the estimated percentage of global page views of a site
5,000
20,000
40,000
80,000
Nov Dec Jan Feb Mar
0,0015
0,001
0,0006
` 8.1 million visits to the Race Tracker since the Race start
` 117.7 million page views to the Race Tracker since the Race started
` Race Tracker receives more than 1 million page views per racing day
` 137,174 downloads of the official App for Android and iOS devices
Volvo Ocean Race 2011-12 Mid Race Report20
Media Reach: Social and Multimedia
RACE TRACKER: AVERAGE DAILY VISITS
RACE TRACKER: VISITS bY LEG
APP DOWNLOADS
Leg 1 Leg 2 Leg 3 Leg 4
Leg 1 Leg 2 Leg 3 Leg 4
2011-12
2008-092011-12
Last Race total
Total up to March 18
Total up to March 18
Source: Geovoile November 5, 2011-March 18, 2012
Source: Capptain / iTunes October 30, 2011-March 18 2012
3,000,000
2,500,000
2,000,000
1,500,000
1,000,000
500,000
0
120,000
90,000
60,000
30,000
0
2.2
M
1.7
M
1.4
M
2.8
M
82
,52
2
83
,29
2
49
,88
9 71,
44
2
57
,90
2
59
,55
1
60
,55
7
120
,59
4
120,000
90,000
60,000
30,000
0
16,0
00 11
6,36
3
20
,811
Alicante In-Port Race
Leg 1 Start
Abu DhabiIn-Port Race
Leg 3 Start
Leg 3 Start Stage 2
Sanya Pro-Am
Sanya In-Port Race
Leg 4Start
Auckland In-Port Race
Auckland Pro-Am
120,000
100,000
80,000
60,000
40,000
20,000
0Leg 5 Start
Cape TownIn-Port Race
Leg 2Start
LIVESTREAM: UNIqUE VIEWERS bY LIVE EVENT
Source: Livestream October 29, 2011-March 18,2012
Num
ber o
f uni
que
view
ers
21volvooceanrace.com
MCM project brings Race to lifeYou won’t find a member of Sebastian Vettel’s Formula 1 set-up riding shotgun while shooting video during the race, or Lionel Messi’s Barcelona team mates grabbing interviews while he scores at the Nou Camp, yet the Volvo Ocean Race’s groundbreaking Media Crew Mem-ber (MCM) programme puts multimedia storytellers at the heart of the action in just such a way.
The Volvo Ocean Race is unique in major sporting events, with MCMs switching between cameras during live TV production and preparing multimedia reports as the eyes and ears for the outside world during the ocean legs.
These embedded reporters on board the Volvo Open 70s are not allowed to help sail but they are part of the teams that employ them in every other way.
Holding a camera steady while hurtling in excess of 70kmh over heaving waves while water smashes over the deck like a proverbial fire hydrant, all the while hang-ing on for dear life, is just one of the duties of an MCM.
The six MCMs have used the comprehensive training they received at Race HQ in Alicante and the Inmarsat FleetBroadband service to produce and distribute com-pelling content throughout the Race to date, with TV broadcasters and major media organisations relying on their work to tell the story.
They also facilitate live audio and video calls, write per-sonal blogs on their experiences out at sea and are a valuable resource for sponsors and partners.
“The MCMs just get better and better,” said Chris McLaughlin, Inmarsat’s Vice-President External Affairs.
“On a recent offshore leg one of the MCMs conducted a live interview with a UK Cabinet Minister and the EU’s Commissioner for Enterprise and Industry, demonstrat-ing the media desk and answering their many unscripted questions at night in 30 knots of wind, off the coast of Vietnam.
“It brought the race alive.”
Raw-inspiring The entire range of multimedia content produced by the dedicated Media Crew Members on each of the boats is made available in raw format via our platform on new Livestream.
The embedded reporters document the Race through video, photos, audio and text and the feeds they send are available, unedited, at new.livestream.com/volvoocean-race.
Each team has its own dedicated channel with thou-sands of fans now able to follow how the sailors are get-ting on in High Definition and in close to real time. This unprecedented level of coverage is transmitted straight to browsers thanks to communications technology and services provided by Inmarsat and Thrane & Thrane.
The Livestream platform also hosts live streaming of Leg Starts and In-Port races in stunning HD, with a forum for fans to comment.
Volvo Ocean Race 2011-12 Mid Race Report22
Economic Impact
23 Days + Pre-Race Period Comunidad Valenciana
Rest of Spain
Total Spain
Direct Impact1 46.96M 10.49M 57.45M
Indirect Impact2 25.04M 8.02M 33.06M
Induced Impact3 17.28M 2.84M 20.12M
Total Impact on Production4 89.28M 21.35M 110.63M
Source: PwC/Gfk survey
ECONOMIC IMPACT – ALICANTE (IN EUROS) ` 82.7% of the foreign Race
Village visitors in Alicante would like to visit the region again
` 711 media representatives from 44 countries were accredited for the Alicante Stopover
1 Impact in terms of production and employment generated in the industries that have benefited directly from investments made as a result of the Volvo Ocean Race2 Impact caused by the knock-on effect that the increase of activity in the industries that have benefited directly has on the rest of the supply chain (e.g. on the food and beverage providers of the hospitality industry)3 Impact caused by the increase in income and, consequently, in the expenditure made by the employees working in the industries that have benefited directly and indirectly4 The sum of the three impacts above
0.8% 1.5%
15%
82.7%
Don’t know/don’t answerNoNo, I think I will visit again but not because of this visitYes
Foreign Race Village visitors answering the question: Do you think that you will visit the Comunidad Valenciana/Spain again as a consequence of the current visit?
Source: PwC/Gfk survey
RACE VILLAGE VISITORS DEMOGRAPHIC PROFILE
Source: PwC/Gfk survey
DisagreeNeither agree nor disagreeAgree
Race Village visitors answering the question: Do you agree with the following statement “I would recommend the Comunidad Valenciana as a tourism destination”?
96.1%
3.9%
Rest of Comunidad Valenciana 14%
USA/Canada 2%
Latin America 1.6%
Oceana/Africa/Asia 1.4%
Other European Countries 24.1%
14 Days Stopover Abu Dhabi Rest of UAE
Total UAE
Direct Impact1 20.12M 0.10M 20.22M
Indirect Impact2 9.97M 0.21M 10.18M
Induced Impact3 5.12M 0.04M 5.16M
Total Impact on Production4 35.21M 0.35M 35.56M
ECONOMIC IMPACT – AbU DHAbI (IN EUROS) ` 89% of the foreign visitors to the Race Village in Abu Dhabi would recommend the city as a tourist destination
` 360 media representatives from 33 countries were accredited for the Abu Dhabi Stopover
RACE VILLAGE VISITORS DEMOGRAPHIC PROFILE
1 Impact in terms of production and employment generated in the industries that have benefited directly from investments made as a result of the Volvo Ocean Race2 Impact caused by the knock-on effect that the increase of activity in the industries that have benefited directly has on the rest of the supply chain (e.g. on the food and beverage providers of the hospitality industry)3 Impact caused by the increase in income and, consequently, in the expenditure made by the employees working in the industries that have benefited directly and indirectly4 The sum of the three impacts above
Source: PwC/Gfk survey
Race Village visitors’ answers to the following question: Do you agree with the following statement “I would recommend Abu Dhabi as a tourism destination”?
DisagreeNeither agree nor disagreeAgree
Source: PwC/Gfk survey
23volvooceanrace.com
Source: PwC/Gfk survey
All visitors Residents in UAE
89%
10.3%
96.2%
0.7% 0.5%3.3%
Residents abroad
80.1%
19.2%
0.7%
Azzam factor drives Abu DhabiIn Abu Dhabi, they call it the ‘Azzam’ factor.
Azzam, meaning determination, is the yacht name chosen for Abu Dhabi Ocean Racing’s debut campaign and it’s a quality that underscores the entire association with the Volvo Ocean Race 2011-12.
Host port, team sponsor and Race Partner – Abu Dhabi’s first involvement with the Race is a three-faceted strategy with several key objectives.
Showcasing Abu Dhabi as a major tourist and winter watersports destination is one of those goals but the campaign is about far more than just bringing in visitors.
Abu Dhabi has also been eager to create role models in the United Arab Emirates, to highlight what can be achieved through determination – that word again – and sheer hard work.
And like any truly great sporting event, the key to the Abu Dhabi stopover was to leave a lasting legacy via the development of the sweeping Corniche Waterfront that hosted the Race.
His Highness Sheikh Sultan Bin Tahnoon Al Nahyan, Chairman, Abu Dhabi Tourism & Culture Authority, which was behind the stopover, said: “The event has taken Abu Dhabi’s marine leisure proposition to the world and enabled us to demonstrate, first hand, our powerful credentials to a highly influential professional yachting audience.”
Abu Dhabi has made history in the Volvo Ocean Race as the first Arabian team and the first Arabian stopover and by providing the first Arabian sailor in Adil Khalid, as well as his fellow countryman Butti Al Muhairi on the shore crew. The determination shown by both Adil and Butti has marked them out as outstanding role models for young Emiratis.
The focus of the Abu Dhabi stopover, which began with a concert from multiple Grammy Award winners Coldplay on New Year’s Eve, was the purpose-built Destination Village on the Corniche.
It was a spectacular backdrop for national and international visitors and media as Abu Dhabi delivered a stopover featuring everything from breathtaking traditional dhow racing and heritage displays to sailing academies, aerobatic shows, international music and DJ acts and free, all day fun and entertainment.
Thanks to that successful stopover, the achievements of Adil and Butti, and the exploits of a team that won the first In-Port race in Alicante and then scored a dream second victory in home waters, more and more people will be inspired to take to the waters and deliver a meaningful legacy for Abu Dhabi.
Volvo Ocean Race 2011-12 Mid Race Report24 Volvo Ocean Race 2011-12 Mid Race Report
Le Monde, FranceLance, Brazil
Case Study: Abu Dhabi
Case Study: VolvoBuilding the brand - building relationshipsThe Volvo Ocean Race offers sponsors and partners a plat-form to meet their guests in a unique environment and ex-perience racing one of the state-of-the-art Volvo Open 70 yachts for themselves.
Over 600 corporate guests have had a taste of the action on the water through the popular Pro-Am Racing pro-gramme at the first five host ports, with each sponsor and partner getting a certain number of spots for their guests to race with the skippers and sailors as part of the team.
For a lucky few VVIPS, the experience even includes being on board during the points-scoring In-Port Races them-selves, a unique opportunity in top level international sport.
Relationship building is as important as brand building for Volvo Car Corporation and Volvo Group, who have already pledged their continued support for the next race in 2014-15.
For Volvo Cars, the race as a whole offers a unique platform to develop brand attraction and consideration to buy. And given that the company is owned by China’s Zhejiang Gee-ly Holding Group, the stopover in Sanya was a focal point.
“There’s unbelievable value to us being in the Race and we see that value really clearly here in China,” said Karin Bäck-lund, the company’s Director of Global Sponsorship.
“This event gives us a chance to show customers and cli-ents an experience no one else can, while the number of fans who come through the Race Village and get close to Volvo cars, many of them for the first time, is very signifi-cant.”
The sheer scale of the Sanya stopover was immense, with 121,725 people visiting the Race Village over the final three days alone featuring the Pro-Am racing on Friday, the In-Port Race on Saturday and the Leg Start the following day.
That number included over 4,000 corporate guests invited by Sweden-based Volvo Group, for whom China is becom-ing an ever more important market.
“It’s very important to meet customers in this brilliant, vi-brant environment over three days with a mix of business, leisure and the very special Volvo Ocean Race sailing expe-rience,” said Sven Österberg, General Manager of Event Management at Volvo Group.
“Building the brand is important but for us it’s really about building relationships.”
volvooceanrace.com 25
A performance boosting partnershipDHL’s role as Official Race Logistics Partner gives them a platform to showcase the company’s expertise on a scale like no other.
DHL, the global market leader in the logistics industry, is far more than just a Race Partner – they are integral to the running of the event and have had staff embed-ded with organisers long before the start in Alicante in October 2011.
The Race simply could not exist without a top tier logistics partner and the global reach of the Volvo Ocean Race fits the global customer base and profile of DHL.
The Volvo Ocean Race has been described as the Ever-est of Logistics, with the current edition requiring a ‘leap-frog’ strategy that sees two identical sets of sea freight shipped around the world on different routes to ensure the 10 host ports are ready in time and competing teams and organisers have everything they need to run the event.
The unpredictable nature of the event has thrown new challenges regularly, with DHL called on to deliver masts
and other replacement parts, to charter ships and run on-the-ground logistics operations in remote locations at in-credibly short notice.
“The race is a perfect fit for us,” said Andreas Boedeker, DHL’s Executive Vice President, Global Head of Ocean Freight. “Ocean racing requires core characteristics such as teamwork, passion, speed, technology and a can-do-spirit. These values also boost our performance at DHL.”
So DHL’s involvement in the Race is about more than just safe delivery.
DHL has activated at every stopover with local staff and customers, while even using the Volvo Ocean Race to host conferences. The company also devised and runs the DHL Shorecrew Award, which is given after each Leg to the unsung heroes whose work ensures that the teams can give their best out on the racetrack.
DHL’s global Partner Programme also includes Formula 1™, IMG Fashion, Manchester United and the Leipzig Ge-wandhaus Orchestra.
Case Study: DHL
Volvo Ocean Race 2011-12 Mid Race Report26
Perfo
rming
at th
e lim
it
Around
the w
orld
A
round
the c
lock
Mid Race Report Volvo Ocean Race 2011-12
Head office:
Volvo Ocean Race S.L.U.Muelle no 10 de AlicantePuerto de Alicante03001 Alicante Spain
For further information please contact:
The Commercial Team at Volvo Ocean Race
Email. [email protected] Tel. +34 966 011 100
volvooceanrace.com
Race Partners
Race Sponsors
Race Suppliers
Supported Organisations