SailGP splashes down in London’s West Finish with new international model marketing campaign

‘We Are Racing’ brings SailGP’s action-packed battles to world well-known Piccadilly Lights

SailGP, the world’s most enjoyable racing on water, formally launched its Season 4 ‘We Are Racing’ international model marketing campaign with a week-long digital 3D OOH immersive full display screen takeover on the world-renowned Piccadilly Lights, the biggest promoting show in Europe.

With Season 4 properly underway, SailGP is laser-focused on bringing one of the best racing to followers, each new and pre-established, throughout the globe. ‘We Are Racing’ goals to drive model consciousness and develop the league’s international fan base. The launch in central London comes as the worldwide championship begins its European leg. Kicking off with the third occasion of the season in Saint-Tropez on September 9-10, earlier than Grands Prix in Taranto, Italy, September 23-24 and Andalucia-Caìdiz, October 14-15.

Utilizing modern DeepScreen® expertise produced and developed by Ocean Outside and SailGP’s personal manufacturing staff, the 30 second takeover operating August 28 to September 3 consists of action-packed footage showcasing SailGP’s hydrofoiling F50s and dramatic 3D graphics highlighting Sir Ben Ainslie’s Emirates Nice Britain SailGP Workforce, three-time SailGP championship winners Australia plus america SailGP Workforce. Imitating SailGP’s personal high-octane occasions and near shore racing, passersby will actually see the F50’s fly out of the display screen and are available hurtling in direction of them at unbelievable speeds.

To unveil the brand new marketing campaign, Emirates Nice Britain SailGP Workforce strategist and most profitable feminine sailor in Olympic historical past, Hannah Mills OBE, and fellow Emirates GBR athlete and Olympic rowing gold medalist Matt Gotrel MBE – who surprised followers in Season 3 by falling overboard in Sydney Harbour – arrived in Piccadilly Circus in full race package to shock and delight gathering followers in London.

Mills stated: “It’s unbelievable to see SailGP on such a outstanding platform and it has been nice to return right here immediately to see it for the primary time. Whereas the brand new model marketing campaign goals to develop our viewers and fan base – which might be nice to have extra folks around the globe cheering us on – I additionally hope that it evokes the subsequent technology. As athletes, our actions can have an actual impression and affect others. I’m obsessed with utilizing that platform to get folks concerned in each sport and sustainability, which is the core of SailGP.”

The Piccadilly Lights activation additionally celebrates SailGP’s new UK broadcaster with ITV changing into the newest dwelling of SailGP and the Emirates Nice Britain SailGP staff. Followers can stream all of the occasions dwell on ITVX with highlights from every occasion accessible the next week. For the primary time, highlights from one among SailGP’s showcase occasions in Saint-Tropez might be proven on ITV1.

As a part of the primary section of the season-long model marketing campaign, SailGP additionally unveiled new staff identities for the nationwide groups competing within the league. Tying in with the league’s technique to put followers at its coronary heart, the brand new identities present a chance to drive deeper engagement with followers and construct higher nationwide affiliation to the groups – notably with a youthful viewers – serving to to develop the groups’ fan base. Current Los Angeles Sail Grand Prix winner Diego Botin’s Spain SailGP Workforce has been relaunched as ‘Los Gallos’ after the staff was nicknamed the younger roosters by Spanish followers and France SailGP Workforce turns into ‘Les Bleus’, because of the historic nickname given to many French sporting groups of the previous and current.

The ‘We Are Racing’ marketing campaign, developed by SailGP and WePlay, tells the story of SailGP’s dedication to delivering heart-stopping, cutting-edge sport with goal, to recruit a brand new technology of racing followers worldwide. This breakthrough international marketing campaign will run throughout 14 markets – related to SailGP’s groups and occasion places – and leverage a variety of digital platforms, social channels and broadcast partnerships to succeed in an ever rising international viewers. The marketing campaign will deliver followers nearer to the motion by characteristic hero content material, behind the scenes footage, athlete advertising and marketing and immersive storytelling – across the groups, athletes, occasions and goal – to present followers an intimate view into the world of SailGP and emphasizing why SailGP is among the most enjoyable new developments within the international sporting calendar.

Leah Davis, SailGP international advertising and marketing director, says: “Season 4 is a breakthrough season for our championship and the launch of the worldwide model marketing campaign is essential to rising and broadening our fan base and growing model consciousness. And, what higher technique to launch it than with an modern, high-speed, high-impact 3D activation at Piccadilly Lights that basically brings to life every thing that SailGP has to supply and provides followers and passersby a singular alternative to get a style of SailGP – in central London.”