This time a global cooperation is neededBerlin pushes the purchasewith des cleanvehiclesThe task is immense but the path is narrowStock markets are still in hue and to diaIt would have been easier to listen to usThe whole being valued at 65 billion a yearFor the CEO of Bourbon the indicators are indeed well orientedEstablished physicians are less concernedInvestors they do not snapped his titlesThat this time may include measures of magnitudeThe sea, important imaginary stressed framework source, is once again fashionable, transforming the "their" hero of modern times. Hundreds of thousands of spectators to opportunity this weekend on the pontoons of les Sables-D'olonne, to attend the start of the Vendée Globe. They were 45,000 a month ago in Alicante, in Spain, for the Volvo Race (ex-Whitbread), the race around the world in crew, the first step has just concluded in Cape Town, South Africa. "We want to develop the attractiveness of the veil, says Jochen Zeitz, CEO of Puma, which has invested 15 million euros on"Il mostro".". A few years ago, we were told: "But why", and today it has become a major trend. This boat is our best communication. ""This is a very promising universe,"said the Gaastra spokesperson, fashion came sailing OEM.
Dior using the Corto Maltese comic sailor in communication for "Wild water", advertising for "Chrome legend" fragrance, for Azzaro, showing a father and son through a sailboat, the watchmakers Corum, Audemars Piguet, Panerai and Rolex, the insurer Allianz, BMW... All play today with the codes of the sport. "There is in the veil of human notions and enough unique respect that like trademarks, analysis Frédéric Winckler, President of JWT Paris, agency of Rolex." It is a sport that is naturally the elegance and the dream. There are notions of management team, performance, risk and environment very fashionable.
A green message
"The sailors are carriers of projects with strong values, which are transferable to the companies, adds Lucien Boyer, President of Havas Sports." For them, there are enough obvious metaphors that create emotion. "In fact, the drama of a race works in internal communication (read here). The sailor tells a story that may affect employees on a daily basis and federate them.
The sea can also issue an ecological message. Veolia is thus committed alongside Roland Jourdain, sponsoring his boat for the Vendée Globe. "Because of our activities in water and cleanliness, the link was clear with the concerns of Roland Jourdain, explains Xavier Carette, Director of communication of the group." We are in resonance with the sea and this partnership meets an objective of image. But it does not merely put our logo on the boat. "" Multiple values we are concerned in sailing, as technological innovation and the ecological approach, says his side François Barrault, President of BT Global Services, cosponsor of Alinghi in the America's Cup and "Team Ellen" sponsor. " It is also a great platform for our public relations. "This is probably why are also different companies as Banque Populaire, Afflelou, the GMF, the Musketeers, Suzuki, company Financière Edmond de Rothschild, Hugo Boss or Prada are found in the sport. Each purpose and its communication strategy. A communication facilitated by new technologies and the Internet, to follow the live races.
Very strong freedom of expression
Long, yachting was the preserve of the big names of luxury or niche as the financial company Athema, while major races were vampirisées by consumer brands. Today, this distinction has more courses. "The interest of sailing in communication, said Frédéric Winckler, is that the challenges are very different. Between regattas in closed waters or a challenge alone to beat records, there is nothing to see. It is this which makes it a sport in which we can work more finely and that is very flexible. There is a very strong freedom of expression for companies.
To launch two boats in the Volvo Race, Ericsson has brought together a total budget estimated at around 50 million euros, included communication campaign. "Bank people's V", the largest trimaran race of the world, cost, on the other hand, nearly 12 million. For a maximum of visibility on a great test, it takes 1.5 to 2.5 million per year. You can also decide, as Louis Vuitton, to create its own test. After for twenty years funded the Louis Vuitton Cup, the America's Cup playoffs, luxury brand has launched the Pacific Series, which will take place in February 2009 in New Zealand, which funded 75. A non-negligible cost, double of the need for a commitment over the long term. It is even one of the keys to success.
