Volvo Ocean Race

CASE

The world renowned Volvo Ocean Race retained the services of Levy Public Relations in order to target media nationally for the 7th stopover of the Volvo Ocean Race and promote the Downtown Miami Village as a family friendly event. About the Volvo Ocean Race The Volvo Ocean Race is a sailboat race around the world, held every three years. Presently, the Netherlands holds the record of three wins, with Dutch skipper Conny van Rietschoten the only to win the race twice. Though the route is changed to accommodate various ports of call, the race typically departs Europe in October, and in recent editions has had either 9 or 10 legs, with in-port races at many of the stopover cities. The race begins in Alicante, Spain, takes over nine months to complete, and reaches a cumulative TV audience of 2 billion people worldwide. Strategy Levy Public Relations created a strategic plan for the Volvo Ocean Race Miami Stopover. The plan allowed for worldwide exposure with an emphasis on national and Latin American media. We worked with the Volvo Ocean Race media team to position Miami as the only American stop over and gained access to the thousands of media that registered to cover the race around the world. Levy Public Relations registered over 400 members of the press including a team of fitness media that came from 6 different countries to cover the event. As part of the efforts, we organized all press events and interviews with team members and worked in conjunction with the teams communications teams. Press arrived into Miami the week leading into the boats arrival date and was provided organized instructions from the media center as to daily events, check in times for registration on events, riser information for each show, sign in forms for each press member, a press credential, press kit and more. We were able to maintain a fluid relationship with the press so that they were constantly up to date with activities at the Volvo Ocean Race Downtown Village. Some of the coverage we obtained included, over 40 articles in the Miami Herald, daily news clips, CNBC, CNN, Fox Sports, Today Show and more. Levy Public Relations also worked very closely with Jennifer Diaz and team at the Great Miami Convention & Visitors Bureau to ensure a quality visit to all guests and press including set aside funds to bring international press to South Florida for the events.
CLIENT
Volvo Ocean Race
YEAR
2012