Thursday, June 25, 2009

Recipe for success

Here we go again, another brilliant example of the convergence of sailing with media-friendly entities. In early August, this UK event combines high profile boats and sailors, a well known company, charities, and celebrities:
The Artemis Challenge at Cowes Week has attracted a fleet of seven Open 60 boats, and more teams are expected to join the line up over the coming weeks. The race, run by Artemis Investment Management, is a 50 mile high speed sprint around the Isle of Wight for IMOCA 60s, with £10,000 ($16,300 US) donated to the charity of the winning skipper.

The skippers and their teams will be joined by a number of high profile celebrities for the event, which this year will also be an ideal warm up ahead of the Rolex Fastnet Race. The race has quickly become a popular event for skippers and the general public alike, and has bred a strong competition amongst the skippers to take first prize.

Of course it helps that Cowes Week is already a big stage, with over 1,000 boats competing and In excess of 100,000 spectators come to watch the sailing and enjoy the parties and live entertainment. Regardless, it is an inspired moment of opportunity grasped.

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At 1:37 AM, Anonymous Anonymous said...

The Artemis Challenge at Cowes Week is indeed an excellent example of sponsorship activation that creates a competitive feel good factor by incorporating the charity and celebrity angles. This type of event helps attract hopefully some more positive media attention to Cowes Week in a year when it is faced with running the regatta without a title sponsor.

Well done Artemis Investment Management for sticking with this tried and tested formula that has proved so successful a platform for them in previous years.


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