Three days ago, on April 1st, we had the opportunity to assist in the opening session of the conference the Volvo Ocean Race and all its stakeholders are holding in Alicante. It is a a four-day meeting, until Friday, where nearly 200 people from the organization, teams, sponsors and stopover cities, gather to discuss all aspects of the round-the-world race. It is meant to provide a platform for debate and exchange among all participants and a means for the organization to convey its ideas and philosophy on the race.
Unlike the previous editions, media were allowed to participate in the first hour of the conference and listen to a nearly one-hour long speech by Knut Frostad. Although we didn’t learn anything extraordinary, it is always interesting to listen to the CEO of what is considered to be one of the top three events of the sport, together with the America’s Cup and the Olympics. Whatever Frostad and his team decide to implement, certainly has an impact on the sport overall. Their success or failure will, undoubtedly, have a positive or negative result.
Seven entries confirmed – Sixth team with “Spanish flavor” to be announced soon
Frostad opened his speech by being adamant on the fact that seven boats will be on the starting line next October in Alicante and admitted it would be too late now for an eighth entry as their boat would be ready. Although he didn’t reveal the identity of the two remaining teams to be presented, he hinted that the sixth entry would have a “Spanish flavor”. No information whatsoever was given in regards to the seventh entry.
As one can observe from the conference agenda, and as it was repeated countless of times by Frostad in his opening speech, the fundamental axis of the race’s communication policy and philosophy in this edition is storytelling. Stories will be the cornerstone around which the race will evolve. As Frostad pointed out, gone are the days of frequent race updates and press releases where navigators would go on and on, saying “today we lost 10 miles” or “today we gained 15 miles”. This will be the “human” edition of the race. With all boats being strictly equal, technology now becomes nearly irrelevant and sailors, the “human factor”, will take center stage. Frostad boasted he had the best storytellers in business that would produce very attractive and interesting content. The most important issue for him is to engage the audience with stories that go well beyond the conventional sailing jargon and try to win sailing and non-sailing fans alike.
All that sounds wonderful if it weren’t for the fact it isn’t the first time Frostad made those claims. In fact, the “human stories” are always mentioned in his speeches at the World Yacht Racing Forum. In addition, even if we are six months away from the start, the stories by the onboard reporters have been dismal so far, especially at Team Brunel. Here is an example. The Dutch team, skippered by Bouwe Bekking, achieved a remarkable feat on their delivery from Southampton to Lanzarote, just a week after receiving their brand new boat from Green Marine.
They sailed 540 miles in 24 hours, that is 56 miles, or less than 10%, short of the 596.6nm world record established by the Volvo Open 70 Ericsson 4 in 2008. This is an astonishing figure for a crew going through a selection process on a brand new boat that no sailor has ever sailed before. Wasn’t that story important enough for Feike Essink, the team’s onboard reporter, to write about? Where are the videos or photos taken during that achievement? Where are the videos of the helmsman commenting while the Brunel VO65 is being slammed by winds of 45 knots? What about photos and videos from inside the boat when sailors come back from their watch, wet and exhausted? Or the rookies talking about their maiden experience in what is supposed to be the premier round-the-world race? Aren’t these “engaging stories”?
Instead the “stories” and photos on the Team Brunel website are about what groceries they went buying in Lanzarote, what paella they ate or the arrival of a new recruit at the Lanzarote airport! In an increasingly image-driven world of communication, the only video there is, doesn’t last more than 25 seconds… We wish them good luck if they think this kind of content will engage non-sailors.
If you scratch your head, trying to figure out who the urban connectives are, don’t worry. As Frostad confessed himself, he didn’t have the slightest clue until recently. However, urban connectives will now become one of the primary targets of the Volvo Ocean Race communication strategy. Apparently, the are people that might have nothing to do with the race or even sailing but they are considered to be very influential and followed by hundreds of thousands of people. According to Frostad, they are mostly critical but when they endorse a view or opinion, their followers will do as well. As a result, if urban connectors get hooked on the Volvo Ocean Race, millions of people around the world will follow suit.
That might very well be a brilliant strategy but it certainly will not be easy and to our humble opinion it won’t be done thanks to the stories being told so far. Maybe it still is too early to make a judgement but it reminds us of the same strategy the 34th America’s Cup was envisioning in 2011 when it was even prohibited using the terms port, starboard or knots but instead the mainstream left, right or km/h. A year later, and after millions of dollars spent, they realized that no matter how much they wanted to deny it, sailing had its own terms and switched back to them. It is a slippery path to follow when one thinks that by alienating your core audience you hope you will attract non-fans. At least, Frostad stressed more than once that he and his organization love sailing and that the Volvo Ocean Race will remain first and foremost a sailing event.
Again, the “human factor” is an excellent idea and the all-women team could be a fantastic tool but still there is hardly anything from there.
“Crop for diversity” and Instagram filters
This is the point that puzzled us. Given the date, April 1st, we thought Frostad was joking as we couldn’t believe the CEO of a major, global sporting event would spend more than 1 second on such a frivolous issue. However, Frostad dwelled on that and even mentioned it as a key communication policy!! What is “Crop for diversity”? It is the, apparently, magic solution that allows us to make ten photos out of one. According to Frostad, the Volvo Ocean Race will attend the needs of its different audiences with the same photo by cropping it in different ways. As one can observe from the photo here below, the photo of Camper’s helmsman in the previous edition of the race has been multiplied by seven.
How anyone can really think this is something to be proud of and present it in a conference that gathers the event’s stakeholder is beyond our understanding. Not to be outdone, Frostad went on, stating that another innovative communication and marketing strategy will now be the application of Instagram-like filters on the photos. While so far, it was unthinkable to retouch a photographer’s work, apparently the application of filters will engage more audience. Depending on what your target is, you apply the corresponding filter and you have an impacting photo. Again, we are bewildered by such statements. If it were so easy to attract fans and non-fans any other sport can also do it, rendering void any advantage it might have… We can’t even believe those slides made it to Frostad’s presentation.
Despite our criticism, we sincerely hope the Volvo Ocean Race, as well as any sailing event, becomes much more popular. Everybody, including ourselves, will benefit from such a success. Let’s hope Knut Frostad didn’t over-promise and then under-deliver a year from now…