THE CLIENT
We love working on global marketing campaigns, and they don’t come any more global than the Clipper Round the World Yacht Race.
The race was founded 16 years ago by legendary British yachtsman Sir Robin Knox-Johnston; the first person to sail solo, non-stop around the world. Sir Robin founded Clipper Ventures on the premise that sailing around the world should be achievable for anyone regardless of age or experience.
The Clipper Race remains the only one of its kind, offering the opportunity for non-professional sailors to compete in a round the world yacht race. |
THE CHALLENGE
With the Clipper 13-14 Race fast approaching, Clipper Ventures selected Brandwave to create a new global advertising campaign designed to engage with and inspire potential crew worldwide. The key challenge was to deliver a creative platform that harnessed the emotion of the race, emphasising the rewards and benefits as well as telling the inspirational stories of past crew members.
The new campaign needed to work across a wide variety of marketing deliverables, from print and online advertising, to brochures, movies, truck graphics and social media. |
THE RESULT
We worked closely with the team at Clipper Ventures, sitting in on the crew interviews for the Clipper 13-14 Race, in order to gain a deeper insight into potential crew members’ motivations for signing up to the race.
We created the ‘Achieve Something Remarkable’ campaign, to emotionally engage with potential crew through the real-life stories of seven crew members from the Clipper 11-12 Race.
Through studio photography and individual crew movies we captured their unique stories; from why they chose to sign up for the race, what they experienced during the race, and their outlook on life since completing the race. The campaign launches today across over 700 advertising sites at main line train stations throughout London and the UK. |
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