Use the compelling Race content as a highly emotional, exciting hook to attract new potential consumers who are traditionally “cold” to Volvo (and sailing).
Implementation
- Competition in co-operation with Eurosport to appeal to a wider audience, which includes TVC as well as the creation of a microsite
Go to http://volvo.eurosport.com/
- Selection of key International magazines to produce bespoke content, including a media first with the Economist. The use of high impact formats and compelling content to launch the race helps create awareness for the Volvo Ocean Race and Volvo's ownership of it, while traditional print ads are introduced at a later stage of the campaign.
- Online support with layered MPUs and editorial content on News, Lifestyle and Sports sites (e.g.: BBC World, The Economist, National Geographic)
Launch Gatefold Newsweek magazine
Examples of advertorials in The Economist, TIME and National Geographic Magazine
