TELLING THE STORY OF A BRAND NEW RACING SERIES WITH A VISION ROOTED IN SUSTAINABILITY
THE CHALLENGE
The Race Around was a brand-new global racing series, taking some of the world’s best sailors around the world in one of the hardest endurance races on the planets. AND THE NEW were brought onboard to lead the content strategy, planning and execution across The Race Around’s social and digital channels to drive audience growth, fan engagement, and brand development.
More than a race, The Race Around rooted their entire endeavour on a truly-sustainably circularity initiative, vowing to develop the first cradle-to-cradle circular racing yacht from 100% recycled and sustainable materials.
THE STRATEGY
Our strategy for The Race Around centred around bringing to life the key pillars of the new brand - the people, the places and the sustainability story.
As a start-up racing event, it was important we produced content that sailing fans old and new could resonate with, as we sought to build awareness and positive sentiment towards this round-the-world Class40 event.
From heroing the event's start location in La Rochelle to educating users on the format and reimagining some of the best boats set to compete through engaging illustration, we grew followership through captivating content strands.
THE RESULTS
Coming Soon
Social Impressions
1,320%
Increase in organic social media reach and impression
Content Output
300%
Increase in social media output and content quantity
Average Engagement
4.3%
Average organic engagement rate across social channels
Email Open Rate
44%
Average email open rate across all email flow
OUR TROPHY CABINET
