2015-16 Race Partner Business to Consumer Activation Highlights

18 month consumer campaign for wine brand

Stormhoek Wines partnered with the Clipper Race to celebrate the spirit of adventure and human achievement. The South African wine brand created an 18-month long consumer engagement project to grow its market share and position Stormhoek as the wine of choice for those who embrace life and seek adventure.

The initiative provided unique social media content to current customers as well as increasing the company’s customer base by offering exclusive Clipper Race insights, instore promotions, and online competitions. Activation culminated at the Den Helder Clipper Race stopover where festival goers were hosted by Stormhoek at a vintage wine van which was accompanied by fun seeking photographers.

Product showcase for Elliot Brown, Henri Lloyd and Garmin

The Clipper Race also provides a chance for consumer brands to showcase their products to a global audience alongside benefiting from unique research and development opportunities.

Official Timekeeper, Elliot Brown, mounted a special edition Canford watch to the mast of a Clipper 70 yacht. Incredibly after enduring the 41,000+ nautical mile circumnavigation, including six ocean crossings, it is still ticking, living up to the company’s motto ‘Built to go the distance’.

Technical Clothing Partner, Henri Lloyd, used the race as a vehicle to test its products, services, new materials, and technology with feedback from Race Skippers and crew going towards the development of new products. With one round the world yacht race equating to 7 years of ‘normal wear’, the Clipper Race represents an excellent testing ground for product development. In addition, the Henri Lloyd Privilege Club was created to give crew members greater discounts, support and exclusive offers on the Henri Lloyd ranges.

Global GPS company Garmin, conducted a research and development project on products from its marine electronic, action camera and fitness and lifestyle ranges. Providing some of the most extreme conditions on the planet for electrical product testing, the Clipper Race gave engineers at Garmin a constant source of new data.

In addition the crew and followers of the race provided a ready-made target audience of adventurers and thrill seekers who showcased Garmin products, offering feedback and becoming ambassadors for the brand.