(PRWEB UK) 20 September 2012
The Clipper Round the World Yacht Race is returning to UK national rail advertising with a fresh marketing strategy urging passengers to ‘achieve something remarkable’ by swapping the tedium of their commute for the excitement of racing across some of the most challenging oceans on the planet. No experience necessary!
The ‘watch my story’ campaign launched this week on 770 four -sheet posters at main-line stations in London and across the UK. The creative uses real amateur crew from the last race imaged in a studio with the right hand side of their body in foul weather clothing in an ocean environment; the call to action is to watch their stories online.
The Clipper Race was founded 16 years ago by legendary yachtsman Sir Robin Knox-Johnston, the first person to sail solo, non-stop, around the world in 1968-9. It is the world’s longest ocean race at 40,000 miles. The extraordinary factor is that anyone 18-years-old or over is eligible to apply without any sailing experience. The selected crew members are put through three weeks of intensive pre-race training.
Clipper Ventures’ CEO, William Ward said: “This campaign goes to the root of what Sir Robin and I set up all those years ago – swapping your everyday life with an adventure of a lifetime.
“The two week rail activity is our last call for crew for the 2013-14 edition of the Clipper Race and will undoubtedly increase the interest we already have for the 2015-16 edition.
“The Clipper Race is bigger than ever, with the last race reaching a cumulative global media audience well in excess of a billion people. To meet the growing demand from sponsors and for crew berths, we’ve invested in twelve brand new 70-foot yachts.”
The ‘watch my story’ poster and video campaign has been created for the Clipper Race by action sports agency Brandwave. The poster drives commuters to a new microsite at http://www.clipperroundtheworld.com, produced by digital agency nerv, where they can find out more about featured crew members, watch on board footage and register their interest.
The individual crew videos explore why the featured crew members signed up for the race, including the highs and lows of their adventure. They end with the line, ‘Create your story. http://www.clipperroundtheworld.com/apply’. The campaign will go live across the UK on September 17, with a roll out globally later in the year across the Clipper Race’s major markets in China, North America and Australia.
Marketing Brand Manager, Terri Clarke: said, “We’ve got strongly behind crew stories to achieve emotional engagement. We’re lucky to have such extraordinary people taking part who have chosen to put their normal routine on hold for up to a year to race around the world; each with a different background and reason for doing so. Their stories and achievements are what are really inspiring.”
Creative digital agency nerv won the competitive web pitch to lead the digital creative strategy and web build. The first phase, a recruitment microsite, will launch the campaign while a new responsively designed website will be launched by 2013.
This year Clipper Ventures was also chosen to be part of the Downing Street led global tourism and business campaign, GREAT. Sir Robin and the Clipper Race are featured prominently in distinctive billboards under the banner ‘ADVENTURE IS GREAT BRITAIN’ which will be promoted across the six continents that the race visits.
NOTES TO EDITORS
Images to illustrate this release available on request
High resolution official images from the Clipper 11-12 Race are available free for editorial use at:
For media information or interviews please contact:
Ruth Harrington, PR Officer
UK mobile: +44 (0) 7792 408 695
Office: +44 (0) 2392 526000
About Clipper Ventures Plc
More than 40 years have gone by since Sir Robin Knox-Johnston's record breaking solo and non-stop circumnavigation in 1968-69. Now, as Chairman of Clipper Ventures Plc, he is at the forefront of promoting round the world yacht racing. Clipper Ventures, the international marine events company founded in 1995, is focused on developing and promoting major events capable of attracting significant participation, income, media coverage and associated sponsorship revenue. Sir Robin founded the company on the premise that sailing should be made available to everyone, regardless of age or experience. More than 3,000 people have now competed in the eight editions of the Clipper Race to date. The company also owns the rights to the professional solo round the world VELUX 5 OCEANS race and runs a successful events division offering corporate sailing and development programmes.
Clipper 13-14 Round the World Yacht Race
The Clipper 13-14 Round the World Yacht Race will start in summer 2013 and return almost a year later - at 40,000 miles it’s the world’s longest ocean race. The event was established by Sir Robin Knox-Johnston to give everyone, regardless of sailing experience, the opportunity to discover the exhilaration of ocean racing. 650 people representing more than 40 nations will compete in the Clipper 13-14 Race on twelve brand new 70-foot yachts designed by Tony Castro. It’s the largest race ever. Crew members can sign up for the whole circumnavigation or one or more of eight legs. The only qualification for the race is the minimum age of 18 – there is no upper age limit. The overall race is divided into individual stages and points are accumulated in a Formula 1-style scoring system. The yacht with the highest total at the finish wins the Clipper Trophy.
Sir Robin Knox-Johnston
Sir Robin Knox-Johnston is the Executive Chairman and founder Director of Clipper Ventures Plc. Sir Robin has been involved in sailing all his life and holds a Department of Transport Master’s Certificate. He is the first person to sail solo and non-stop around the world and has also set the record for the fastest circumnavigation with Sir Peter Blake. In 2007 he completed his second solo circumnavigation when he competed in the VELUX 5 OCEANS race. Sir Robin has considerable experience of the administration of round the world races having served on the Whitbread Race committee from 1990 to 1994 and having organised the BOC Challenge Round the World Race in 1982 and 1986. He has been named RYA/YJA Yachtsman of the Year an unprecedented three times and participated in the 2010 Sydney-Hobart race at the age of 71.
Brandwave is a highly-focused full service marketing agency specialising in the action sports industry. They deal exclusively with action sports brands, athletes, and associations, working closely with leading global brands such as The North Face, Lucozade, O'Neill, Adidas Eyewear and Berghaus. http://www.brandwavemarketing.com
nerv is a creative digital agency working fluently across design, technology and communication disciplines to bring customers closer to businesses through beautifully crafted offline, online and mobile experiences. With offices in Cheltenham and London nerv is ranked by the RAR as one of the top 100 independent agencies in the UK. The agency’s portfolio includes work for brands as diverse as Glasgow 2014 (Commonwealth Games), Ted Baker, L’Oreal Paris, Rolls Royce, Astra Zeneca and Skype.