‘OneDLL: Connecting employees across oceans’ campaign shortlisted for sponsorship award

Two-time Clipper Race sponsor, the asset finance and leasing company De Lage Landen (DLL) is in contention for a European Sponsorship Association (ESA) Excellence Award following its effective race partnership.

The ‘OneDLL: Connecting employees across oceans’ sponsorship project is nominated in the Business to Employee category of the awards, which recognise excellence within the European sponsorship industry. The awards are taking place on Thursday night in London.

DLL first became a Team Sponsor of the 2011-12 race, with an aim to connect its 5,600 employees across the globe and become ‘ONE’ networked organisation.

During the last race, DLL doubled its activations round the world and the OneDLL team, skippered by Olly Cotterell, was one of the podium-placed teams, finishing third overall. Building on its first race campaign, the company used its 2013-14 race sponsorship to launch its new brand vision and host customer dedicated programmes in international stopovers during the 11-month long race.

Sponsorship activations included regattas for clients and employees, sailing days, live satellite link ups to the yacht at dinners, networking in various ports and race start events. In addition, 17 DLL employees got on its sponsored boat for various race legs and reported back to colleagues about their personal learnings of teamwork and leadership. Teams were also formed in DLL offices around the world to play the Clipper Race virtual game. Winners were then flown to stopovers to meet the yacht’s skipper and team.

Speaking ahead of the awards ceremony, Sir Robin Knox-Johnston says: “Following a historical tradition of having destinations as sponsors, DLL broke the Clipper Race mould in 2011 when it became our first corporate Team Sponsor. Its two race campaign was developed throughout the 2011-12 race and was so successful that the 2013-14 race saw the level of activation and engagement double, and was unlike any other we’ve seen so far.

“Rather than use its sponsorship for outward publicity, DLL made a ground breaking company decision to use the Clipper Race’s international platform for building its biggest ever internal engagement program, and ensured its bright blue impact was recognisable on every level and every port of the race.

Concluding, he says: “I’m very proud that DLL chose to use the Clipper Race to support its efforts to become One team, and wish them all the best at the ESA Excellence Awards.”“The Clipper Race unified our company,” says DLL CEO Bill Stephenson. We see it in the pride, the passion and the creativity of our employees who embraced their Clipper Race team and realised that we are one global team to serve our clients in more than 38 countries.”

Throughout the Clipper 2013-14 Race, employees and customers joined together during an extensive schedule of networking events, and 990 guests sailed with DLL at exclusive sailing regattas organised in the various stopover ports.

The 2014 ESA Excellence Awards take place on Thursday 29 January in London.

Click here to read DLL’s Clipper Race case study.