Return on Investment
Can an Extreme Offshore Sailing project give substantial return on investment (ROI)? In general, the experience of the participants in Extreme Offshore Racing like the Vendée Globe, Route du Rhum and the Transat Jacques Vabre, is that money spent on this kind of projects return up to six times the value of money spent on traditional media, be it for internal or external communication. The purpose is internal communication for most companies engaged in Extreme Offshore Racing. To strengthen the brand within the organization. Let’s take an example: Maître CoQ, a French poultry company, equivalent of Kronfågel in
Brand Awareness and Brand Transition
Can Extreme Offshore Sailing put Emotions to your Brand? Sports Promotion offers Brand Exposure, leading to improved Brand Awareness, but most importantly is that it fills the Brand with Values, Emotions and Associations. This is done by positive values and emotions of the sport get associated with the Brand, as they occur together in the same stories. This is what most companies involved in Sports Promotion wants to achieve, an enrichment of what the Brand stands for, the values and emotions associated with the Brand. But strengthening the Brand may not be the only goal, more
Storytelling in the digital age
How can Storytelling help in promoting your Brand? Marketing is all about Storytelling. If you’re in the business you probably heard this numerous times before, but how do you apply it in your own business? Do you have reasons to tell a new story several times a week in a consistent way? Well, this is one part of the values in a Sports Promotion project in extreme solo sailing; the constant flow of stories and communication. Storytelling with Sports Promotion in Extreme Offshore Racing is powerful and far more powerful than traditional sports. These stories catch attention
What is Sports Promotion?
Sports Promotion – is it the promotion of sports, or is it the use of sports in promotion? Well, it can of course have both meanings. But in our case, we refer to the use of extreme sports as a means to promote brands, products or visions. Extreme offshore sail racing, alone across the oceans, is sports that catches attention. It has a deep, compelling story to tell on challenges, determination, decision making, endurance, innovation and strategy. Read more on Storytelling… Sports Promotion offers Brand Exposure, leading to improved Brand Awareness, but most importantly is that it
Winners of Middle Sea Race!
The start of the 2016 Middle Sea Race is in light wind conditions. The Grand Harbor in Valetta is crowded and it is difficult to maintain a good starting position in the light breeze. After the start we are slightly stuck behind much larger boats, but the Italians on Class 40 Vaiquita get a good start in free air and gets out of the harbor faster than us. They keep the lead for a long time in Class 40 and throughout the route from Malta to the straight of Messina, they clearly show how they
Atlantic Cup – Racing in the Gulf Stream
The trinquette, i.e the staysail, was thoroughly furled and attached to the rail when we left the harbor in Charleston a few hours earlier. But despite the preparations, the trinquette is now about to be flushed over board. Nathan works hard to bring it back on board and attach it again. The sea state is brutal and Nathan alters periodically between being on deck and being in the air. At the same time suffering from sea sickness. The lunch comes in return but that is not a problem, mother nature immediately flushes deck and clothing’s.
