clipperroundtheworld.com

A CLIPPER

RACE

PARTNERSHIP

PROPOSAL

PROSPECT

NAME

MM DD YYYY

CLIPPER RACE

CASE STUDIES

THE CLIPPER RACE

SEVEN ENGAGEMENT PLATFORMS

TEAM SPONSOR | Welcome to Yorkshire

BUSINESS PLATFORM | Brand awareness and association

OBJECTIVE | To increase the number of American visitors to

www.yorkshire.com and boost the region's tourism economy.

ACTIVATION | To coincide with the Clipper 09-10 Race stopover in New

York, Welcome to Yorkshire launched a TV advert focused on the region's

heritage at a high profile reception attended by the city's top travel writers

and journalists. The following day, the guests were invited to sail on board

the Yorkshire entry, Hull & Humber, against the spectacular backdrop of the

Manhattan skyline. The advert was aired in 10,000 New York yellow taxis

over a month-long campaign.

OUTCOME | Welcome to Yorkshire reported a dramatic 118% increase in

traffic to its website from the USA. It is thought to be the first time any

tourism agency in the UK has undertaken such a marketing campaign.

At the World Travel Awards in 2012, Welcome to Yorkshire won the best

marketing campaign for the second successive year.

EXERT FROM | The Guardian

“Yorkshire has seen an increase in spend from £33 million in 2008 to £43

million in 2009 and £59 million the following year. The trend continues; and

although you might have thought that the term 'Yorkshire' was pretty well-

known, initiatives such as entering the Clipper Race and bidding to bring the

Tour de France to the boulevards of Leeds have kept up the pace”.

Our aim is to really get home the message that Yorkshire is an amazing destination and that

we are very serious about courting the American market. Our selling pitch heavily features

the region's heritage and outdoors offering which the American public absolutely adore. It

has been an incredibly inspiring week with lots of enthusiasm and warmth for Yorkshire and

its people.

WELCOME TO

YORKSHIRE TARGET

THE US TOURISM

MARKET

NEW YORK

TAXI CAB

CAMPAIGN

“ QUOTE | Gary Verity, CEO, Welcome to Yorkshire

In each of the 14 ports visited, Clipper Race partners have the opportunity to activate their

sponsorship through an innovative and proven business model. Race by race, partners continue to

use the event to deliver against their objectives. We have an extensive library of case studies which

illustrate the seven Clipper Race platforms. Here is a selection of examples.

THE CLIPPER RACE

SUPPORTING CASE STUDIES

BRAND AWARENESS AND ASSOCIATION “

FLEET SPONSOR AND OFFICIAL TIMEKEEPER | Rotary Watches

BUSINESS PLATFORM | Brand awareness and association

OBJECTIVE | To launch the Rotary Ultra Slim range to market via a multi-

media campaign to support the brand's values and associated lifestyle.

ACTIVATION | Using one of the Clipper 68 foot ocean racing yachts with

custom branding, Rotary Watches commissioned a TV production company

to film an advert showcasing the new Ultra Slim range to assert itself as the

brand of choice for ordinary individuals looking to achieve extraordinary

things. The storyboard reflects the daytime energy and excitement of sailing

followed by a celebratory meal, with the appropriate timepiece in both

environments. The advert was launched to market in September 2011 to

capture Christmas sales.

OUTCOME | Rotary reported a 20% growth in sales during 2012 aided by

exposure the Aquaspeed brand received through with the Clipper Race

partnership. In addition the company embarked on a highly successful

television advertising campaign – the first in 20 years – highlighting its

involvement with the Clipper Race and encouraging viewers to achieve

something extraordinary in line with the ethos of the race.

Rotary Aquaspeed reached a cumulative global audience of over 700 million

people through news media coverage and exposure in the Clipper Race

television documentary, Against the Tide 2, generating an equivalent PR

value in excess of £10 million.

OTHER PARTNERSHIP SUCCESSES | Rotary also achieved success in its

engagement with a global network of distributors through its use of premium

hospitality opportunities offered by the Clipper Race in destinations such as

Cape Town and New York, where guests were hosted on sailing days and

entertained at bespoke networking events in port.

The use of brand ambassadors on the last Clipper Race was another

success story as customers and retailers across the world were engaged by

captivating online content as they followed two crew members taking part in

the race. The ambassadors for the Clipper 13-14 Race, who will wear

Rotary Aquaspeed timepieces on their round-the-world adventure, will be

announced following the Clipper Race Crew Allocation in May.

OBJECTIVE | To launch the Rotary Ultra Slim range to market via a multi-

media campaign to support the brand's values and associated lifestyle.

ACTIVATION | Using one of the Clipper 68 foot ocean racing yachts with

custom branding, Rotary Watches commissioned a TV production

company to film an advert showcasing the new Ultra Slim range to assert

itself as the brand of choice for ordinary individuals looking to achieve

extraordinary things. The storyboard reflects the daytime energy and

excitement of sailing followed by a celebratory meal, with the appropriate

timepiece in both environments. The advert was launched to market in

Our sponsorship generated a significant growth in sales for the Aquaspeed brand, featured

in a highly effective television commercial, gave us a global platform to engage with

distributors and retailers, and provided exciting online and social media interaction with

customers, including the production of a special APP, Aquaspeed 2.

TV ADVERT FILMED ON

BOARD A CLIPPER

RACE YACHT

ROTARY TV

ADVERT FOR

AQUASPEED

WATCHES

“ QUOTE | Victoria Campbell, Managing Director, Rotary Watches

“

TEAM PARTNER AND OFFICIAL FOOTWEAR SUPPLIER | Rockport

BUSINESS PLATFORM | Brand awareness and association

OBJECTIVE | Brand profiling across international growth markets in Asia

ACTIVATION | Rockport's trade teams and media teams hosted two special

events in Singapore and Qingdao to drive awareness of their involvement in

the marine sector. Key fashion media were invited to join the crew of New

York for a session of sailing followed by a photo-call and then interviews with

key personalities involved in promoting Rockport within the Clipper Race

including Sir Robin Knox-Johnston as well as the skipper of New York,

Gareth Glover and media ambassador Liz Allen.

OUTCOME | After the events in Qingdao and Singapore, Rockport received

extensive coverage across Asia delivering excellent profiling in new markets,

appearing in men’s lifestyle publications such as Esquire Asia and CEO

magazine.

The iconic images taken have been used to create marketing collateral for a

2013 in-store and online social media and website promotion in all key

markets.

Both Singapore and Qingdao were key destinations for Rockport during Clipper 11-12 and

our involvement with the race provided the ideal platform, allowing us to secure key industry

media attendance as well as to develop important industry links.

TEAM PARTNER

ROCKPORT USE A

PRODUCT PLACEMENT

PHOTOCALL FOR

MARKETING

COLLATERAL

ROCKPORT

WALKABILITY

PHOTOCALL

“ QUOTE | Michael Cho, adidas Services Limited, Rockport Asia Pacific Marketing Manager

“

We are proud to partner with the Clipper Race - where metropolitan professionals from

around the world do the extraordinary! We are equipping the entire fleet of skippers and

crew members with the innovative Hydromotion boat shoe that incorporates adiPRENE by

adidas. Featuring a sport cushioning technology and a proprietary water drainage system,

they will be the perfect shoe for the most treacherous sailing conditions, showcasing our

nautical heritage with sailing teams over the past 15 years. “ QUOTE | Daniel Tschuemperlin, Senior VP, Product and Brand Management

“

FLEET SPONSOR | Benromach Whisky

BUSINESS PLATFORM | External engagement

OBJECTIVE | To reposition the brand, raise awareness and develop new

markets.

ACTIVATION | Benromach used their four-year partnership with the Clipper

Race to conduct international hospitality from targeted tasting with whisky

connoisseurs to event sponsorship. In addition, they developed a

relationship with Clipper Race Chairman Sir Robin Knox-Johnston and all ten

skippers to act as ambassadors in their international PR campaign.

OUTCOME | Benromach experienced 155% measured growth in PR and

web traffic and won the prestigious Queen’s Award - Enterprise for

International Trade, following a 94% increase in the value of total exports

over a five-year period which spanned their involvement in the race. As a

result of their race activation campaign they also successfully entered the

Chinese and South African markets.

Our involvement with the Glasgow: Scotland with Style yacht in the Clipper Race provided

an excellent platform on which to raise awareness of the Benromach brand throughout the

world. The success of this sponsorship initiative prompted us to invest further and become

the Official Whisky of the next edition of the Clipper Round the World Yacht Race and we

look forward to the challenge this will present in achieving out overall objectives for the

brand.

FLEET SPONSOR

BENROMACH WHISKY

DEVELOPS BUSINESS IN

NEW MARKETS

BENROMACH

ENTERS THE

SOUTH AFRICAN

MARKET

“ QUOTE | David Urquhart, Joint Managing Director of Gordon and MacPhail,

proprietor of Benromach

EXTERNAL ENGAGEMENT

“

TEAM PARTNER | Young’s Seafood

BUSINESS PLATFORM | External engagement

OBJECTIVE | Open up new international trade corridors and develop

distribution partnerships especially in Asia.

ACTIVATION | Young’s Seafood became a Team Partner to the Hull &

Humber yacht entry in the Clipper 07-08 Race, sponsored by Yorkshire

Forward the Regional Development Agency. Alongside Yorkshire Forward,

Young’s Seafood hosted a forum during the Qingdao stopover in China for

over 200 government and business officials, culminating in a gala seafood

dinner prepared by celebrity chefs from Yorkshire.

OUTCOME | Young’s Seafood salmon is now on the menu in China, and

Qingdao has become one of the company’s main processing and packaging

ports. Following the success of the Young’s Seafood event and Yorkshire

Forward’s two-race Clipper partnership, a tripartite memorandum of

understanding was signed between Yorkshire (UK), Qingdao (China) and

Cape Breton (Nova Scotia, Canada) to develop mutual trade opportunities,

with a particular focus on the seafood industry, in the Clipper 09-10 Race.

The Hull & Humber yacht is visiting many of the countries where we buy fish and work with

global suppliers. Our current partners in the Qingdao region are of key importance to our

business and we are delighted to use this important opportunity to meet with these

colleagues and further enhance our existing close relationships as well as forging new links

in China.

YOUNG’S SEAFOOD

HOST A FISHERIES

FORUM IN A BID TO

INCREASE OVERSEAS

TRADE

INTERNATIONAL

TRADE

CORRIDORS

OPENED

“

“

QUOTE |Simon Rilatt, Group Director of Seafood, Young's Seafood

INTERNAL ENGAGEMENT

TEAM SPONSOR | De Lage Landen

BUSINESS PLATFORM | Internal engagement

OBJECTIVE | To inspire and engage their employees in 38 country offices

through one shared company vision to optimise member loyalty,

communication and performance.

ACTIVATION | De Lage Landen used a boot-camp style selection to recruit a

tag-team of employees to represent them through their race around the world,

acting as a living metaphor to the campaign. In each of the Clipper Race

stopovers, De Lage Landen engaged employees through a variety of channels

including multi-yacht regattas to promote teamwork, leadership conferences

and hospitality events.

OUTCOME |

Out of the 260 employees who applied, nine were selected for their

motivation, enthusiasm and ambassadorial qualities. The crew members used

social media to communicate their experiences with their colleagues

worldwide, drawing parallels between sailing as a team and effective business

practice. They also hosted sails and motivational talks in each of the stopovers

to communicate their adventures and what they have learnt to clients and

fellow employees, spreading De Lage Landen’s positive message and

continual development ethos. De Lage Landen activated in every port of the

race and engaged over 2,500 employees globally.

UNIFING A GLOBAL

CORPORATION

UNDER ONE VISION

DE LAGE

LANDEN

EMBRACES

THE WORLD

Operating in over 38 countries we were looking for a platform to drive global connectivity

and we think the Clipper Race will be a great platform for that

“

“

QUOTE | Pim Van de Boomen, De Lage Landen

Our Brand is made by our people. By participating in the Clipper Race, De Lage landen

aims to further inspire our global community to connect across different cultures and

regions to form stronger teams. Through the exchange of talents, experience and visions, we

strive to further improve our global customer proposition. The lessons learned on the racing

yachts serve as a living example in this voyage. “

“

QUOTE | Ronald Slaats, CEO, De Lage Landen

This has unified our company. We see it in the pride, the passion, and the creativity of our

employees who are embracing their Clipper Race team and realising that we are one global

team to serve our clients in over 38 countries. “

“

QUOTE | Bill Stephenson, Chairman US Headquarters, De Lage Landen

TEAM SPONSOR | De Lage Landen

BUSINESS PLATFORM | Premium hospitality and guest experiences

OBJECTIVE | To strengthen relationships with key clients.

ACTIVATION | Around the Clipper Race route De Lage Landen hosted client

engagement programmes which included sailing alongside onshore

hospitality.

These included a two-day programme in Den Helder for DLL’s top 70

European clients, centered around a six-boat inshore regatta. On the eve of

the regatta their clients were introduced to the event through the cinema

screening of a Clipper Race and DLL partnership film, before a race briefing

from the Clipper Race Director. The Race Director then allocated all guests to

their regatta skipper and in teams they then enjoyed a race tactics planning

evening and celebratory dinner ahead of the following day.

OUTCOME | The six-yacht regatta was highly competitive with the competition

on the water and the camaraderie on board proving an ideal environment for

relationship development. A Prize Giving Gala Dinner that evening offered

guests the opportunity to celebrate in a high-end environment and cement

relationships built over the course of the event.

.

DE LAGE LANDEN

GAVE THEIR KEY

CLIENTS AN

UNFORGETTABLE

EXPERIENCE

IN SHORE

REGATTA FOR

KEY CLIENTS

PREMIUM HOSPITALITY AND GUEST EXPERIENCES

TEAM SPONSOR | Derry-Londonderry

BUSINESS PLATFORM | Social and environmental responsibility

OBJECTIVE | Derry City Council launched a Bursary Scheme designed to

select five unemployed candidates and expose each of them to one leg of the

Clipper Race, providing them with new life experiences and valuable skills to

increase their employability and confidence.

ACTIVATION | The Derry City Council Bursary Scheme was advertised among

the local community as part of the City's annual waterfront festival, "Foyle

Days", in May, 2011. Following a selection process, five candidates were

chosen by an interview. Applicants attended a weekend of outdoor pursuits

focusing on teamworking and communication skills.

From this group, 20 candidates were chosen to interview, before a shortlisted

group of ten attended Clipper's Level One training course. From this group, five

were selected to sail on a leg each. Each crew member kept an online diary and

submitted blogs, images and videos during their leg. Their work carried a

number of important messages around the world.

OUTCOME | The bursary scheme was a huge success, showing the wider

community that anything is possible.

• Four out of five participants directly gained employment or professional

placement from the scheme

• Key benefits fit into two categories; enhanced employment prospects and

personality/skills development

• All participants said the bursary scheme positively affected their future

employment prospects

• Involvement inspires not only bursary participants to explore new

opportunities but also inspires the wider Derry-Londonderry community.

DERRY-

LONDONDERRY

CIVIC ENGAGEMENT

BACK TO

WORK

BURSARY

SCHEME

SOCIAL AND ENVIRONMENTAL RESPONSIBILITY

Thank you for such an amazing opportunity, it’s something that will stay with me for the rest

of my days. It was just fantastic and I loved every minute of it.

QUOTE | Shane McClure, China to San Francisco, Bursary Leg

The ethos of the Clipper Race is that it is for non-professional sailors, it is the longest yacht

race on the planet and Derry City Council believe it is important that the Clipper sailing

experience is accessible to as many people as possible. We’re delighted to be working

with Clipper and our partners to secure five bursaries for this once in a lifetime opportunity.

QUOTE | Claire Lundy, Derry City Council

“

“

“

“

External Engagement | B2B G2G and B2C

Clipper Race partnership

TEAM SPONSOR AND HOST PORT SPONSOR | Derry-Londonderry

BUSINESS PLATFORM | Economic impact

OBJECTIVE | International tourism promotion to key markets around the

globe. Showcase Derry-Londonderry’s international event-hosting skillset.

Generate economic impact for the city by creating a footfall of 100k and to

promote City of Culture 2013 status.

ACTIVATION | The Clipper 11-12 Maritime and Homecoming Festival was

organised by Derry City Council in partnership with Londonderry Port. It was

supported by Northern Ireland Tourist Board and MalinWaters as part of the

Sail West Project marine tourism initiative.

Derry City Council undertook a wide-ranging advertising promotion campaign

throughout the region. The Homecoming Festival included; concerts, food

fairs, on the water activities such as Zapcats and Punt racing, cultural

showcases of traditional Irish music and literature.

OUTCOME | The Homecoming Festival was widely reported in the media as

being a huge success, below are some of the highlights;

• An estimated 200,000 people visited the city

• Local business’s noticed a 30% increase in trade

• €4.1M in direct economic impact to the city

• 4 out of 5 said that the Clipper Race influenced their decision to visit

• On average staying visitors spent 4.45 days in the city

• 140 visiting vessels to the new marina development.

Other Derry-Londonderry partnership success were

• A bursary crew tag team made up of 5 local unemployed people

participated in the race, 4 of which are now in full time employment

• Multiple trade delegations from the digital sector engaged with new

business’s in key markets.

It has been the most amazing week in the history of the city. Not only has it been a very

highly prestigious event, but it has shown the people of the city what is possible. We have

learnt important lessons and now we have the experience and the potential to host more

international events of this type. It’s important to seize these opportunities for the city and to

improve the lifestyles of its people. It’s going to be a very exciting City of Culture in 2013!

CLIPPER 11-12 RACE

STOPOVER

DERRY-LONDONDERRY

DERRY-

LONDONDERRY

HOMECOMING

FESTIVAL

“ QUOTE | Deputy First Minister, Martin McGuinness

ECONOMIC IMPACT

“

The place has been totally jam-packed. It will be a while before we can confirm a final figure,

but we are talking hundreds of thousands. Clipper has been of real benefit to the city itself,

while the shops, restaurants, hotels and other businesses have been doing a great trade.

The festival has brought people here who would never have been here in other

circumstances and the crews have been saying this is the best place they have been. I

believe that sentiment is genuine. What we wanted to do, and what we have been hugely

successful in achieving, is to bring our story to the international stage. “ QUOTE | Sharon O’Connor, Chief Executive of Derry City Council

“