BRANDING
Phuket Raceweek 2012 offers huge opportunities to create media coverage for sponsors through news PR activity.
There will be coverage in Thai local and national newspapers, Asian regional and international newspapers, TV, Radio and Magazines.
Press releases and daily race reports will also be issued through a variety of regional and international yachting web sites.
Sponsors, Supporters, Suppliers and Island Partners will have rights to associate with Phuket Raceweek for PR and advertising activity.
RACEWEEK ON TV
Raceweek organisers commissioned the UK company, Ants Media, to produce a professional 15-minute stand-alone programme on Raceweek for broadcast TV, Internet TV and for distribution on DVD. The programme will start airing during September 2011, and then will roll out across TV channels (including the premier yacht racing programme Watersports World) and websites around the world progressively. An average episode of Watersports World alone (including repeats) reaches 140 million households and produces an advertising equivalent valuation of over $1 million.
The internet embed codes will be made available to yacht charter companies, tourism operators, hotels and yachting websites as well as being available to place on Facebook pages, travel blogs etc.
The Internet has become significantly more important as a medium to watch movies and film clips and the Phuket Raceweek organisers have adjusted the way they approach getting the event on the screen accordingly.
PR & MEDIA
Press releases, email newsletters and editorial agreements with Media Partners achieve widespread editorial coverage in print and on the web.
Print media editorial coverage was achieved in: Asia-Pacific Boating; China Boating; Yacht Style; Southeast Asia Pilot; Helm Superyacht Asia Pacific; Silkroad (Dragon Air); SEA Yachting; Look East Travel & Lifestyle Magazine; Bangkok Post; The Nation; Prestige Magazine; Pattaya Mail; Window on Lifestyle; Phuket Gazette - often in online versions as well as print.
2011 ADVERTISING SCHEDULE
The main focus is to achieve exposure for the regatta and its sponsors through Media Partnerships.
While press releases and email newsletters, together with editorial agreements with Media Partners, achieve widespread international coverage in print and on the web, it is mainly through advertising that the regatta can be sure to achieve branding and exposure for sponsors.
The value of advertising achieved for Phuket Raceweek 2011 exceeded 8M Baht at ratecard values.
Schedule of Media Partner advertising achieved for Phuket Raceweek 2011.
ONLINE
The Phuket Raceweek website has a 4/10 Google ranking throughout the year and scores many ‘hits’ each time a newsletter is dispatched – with the number increasing dramatically as the event approaches.
In July 2011, the website achieved 16,052 page views from 4,785 visits (over the year 30,609 page views from 11,441 visits). Major sponsors and partners secure permanent logo presence on the website’s home page, sponsorship page, results page and news page, as well as mentions in email newsletters when there is a story to tell.
In the months leading up to the regatta, IMAGE asia mails out email newsletters to 5,000 qualified addresses in the yachting, property, lifestyle and media fields. These newsletters are frequently picked up exactly as written by websites and magazines around the world, or are used as information sources for independent articles written in newspapers and magazines. Wherever possible, without damaging the newsletters’ reader interest, sponsors’ names are featured.
Today, the internet is the most powerful worldwide publicity medium. Phuket Raceweek appears frequently on news, yachting and travel websites, blogs, forums and more.
Using Google Alerts, we are able to track a sample of the international internet exposure for Phuket Raceweek. When Google finds a website with a new reference to “Phuket Raceweek” we receive a notification.
Phuket Raceweek features regularly before, during and after the event on BYMnews.com, AsianYachting.com and SailworldAsia.com.
SOCIAL MEDIA
There is little doubt that Social Media has become one of the most significant means of reaching a target audience. In 2011, Phuket Raceweek made intensive use of a variety of social media platforms including Facebook, YouTube and Twitter, which has created a huge increase in interest from sailors and sponsors alike.
REGATTA PROGRAMME
Phuket Raceweek Programme 2011 was a 24-page, high quality printed ‘magazine’ with laminated covers and a print run of 5,000 copies circulated at the event, around Phuket Island and to other interested parties. A similar programme is planned for 2012.