I really like what I have seen from the 2009 Rolex Sydney Hobart Yacht Race!
Are we about to see this event take its rightful place as one of the great events in Australia, and possibly the best yacht race in the world? I hope so!
Its a tried and tested formula for making a great event - it begins with getting the very best talent, add a celebrity angle, and engage the major TV networks.
The 2009 Sydney Hobart event took a significant step forward in this regard by assembling a field of maxi yachts unrivalled and not before seen anywhere in the world. What a difference it makes!
A record eight maxi yachts took to the start on Boxing Day, with high profile entrants from Australia, New Zealand, UK and US, with world-renowned skippers and crew. Simply, it was the best 'big' fleet ever assembled, with favourites Wild Oats XI, Alfa Romeo and ICAP Leopard. This created much more intrigue and interest in the event, and many more interesting media angles than in previous years.
Australians would likely watch a ferret race, if and only if, these were the very best ferrets in all the world! Oh, and it was broadcast on free-to-air, on Boxing Day.
Then, there was 'the celebrity yacht', Investec LOYAL, which boasted Danny Green (boxing), Grant Hackett (swimming), Phil Kearns (rugby union), Phil Waugh (rugby union) and Larry Emdur (TV) on the decks. Celebrities have sailed before in the race, but not to this extent. Through this vehicle, the LOYAL Foundation aims to raise $1m for struggling charities. Another good story to tell.
TV broadcaster, Network Seven, increased its coverage and exposure. The start was broadcast nationally for 90 minutes, on TV and on the net (for the second year running), and there seemed to be additional 'race updates' for the 2-3 days following, and regular news updates and 'crosses'.
Seven leveraged its involvement further by sponsoring major race contenders to promote its new 'Seven Two' station (see logo on the Alfa Romeo headsail). Station star Larry emdur also carried a handycam and recorded some brilliant footage onboard LOYAL, and this was aired on Seven's 'Sunrise' program.
If you think about it, there's a good degree of similarity here with the Emirates Melbourne Cup strategy - arguably Australia's most successful event. VRC scouts travel the world and extend invites to likely horses / stables from all parts of the world. Coupled with a high profile 'fashion' angle, these are the two cornerstones for a successful event at Flemington.
So I hope that this is a firm and planned strategy for the Rolex Sydney Hobart event. With a top-class field next year, there will be even more interest and more exposure, and more lead-up coverage. From there it snowballs, just like The Melbourne Cup. More sponsors. An increased value in TV rights. More innovation. More coverage, and then who knows?
What's the next extension? Here's a few ideas, for what its worth...a quick brainstorm...
- A 'reality yacht', backed by a TV series giving up-and-coming sailors the opportunity for a place on a leading yacht. Cameras of course on board to document the race experience first-hand.
- Build up the 'nation v nation' angle, or Australia v the International Raiders. I can see a pre-race press liftout / formguide now! A good way to raise the profile of the sports stars.
- Work with betting agencies to offer a more exotic range of betting options to add interest and revenue return (eg: winner, place, each-way, first out of the harbour, boats to start, boats to finish, winner's time, handicap winner, last boat to finish etc)
- Partner with other leading international 'big boat' races to establish a formal 'World Series' of racing, with points awarded, cash bonuses etc. This will give 'year-round' exposure and also encourage more international entrants.
- Build up a more formal 'lead-in' regatta on Sydney Harbour pre-Christmas and increase its exposure, culminating in the Sydney Hobart race
- Create a more formal 'race owned' charity angle, such as a Christmas Charity fund, and call it the 'Boxing Day Sail'.
- Build up the Hobart arrival experience, and partner with travel operators to sell packages
- Add-on a New Year's Eve party event in Hobart, with music, food, wine etc on the docks
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