America’s Cup World Series – San Diego

Challenge:

Nuffer, Smith, Tucker’s goals were to attract local and non-local spectators to San Diego Bay for the new America’s Cup World Series (ACWS), elevate the America’s Cup brand and increase awareness of the new sailing format, positioning it as an elite sporting event.

A two-pronged outreach strategy focused on in- and out-of-market audiences. NST alerted non-local spectators in feeder markets through long-lead print and online stories with enough notice to make travel plans and book hotels, and, closer to the event, work with the local media to encourage attendance among San Diegans.

Outreach focused on the exciting new aspects of the event by using a large electronic library of high-adrenaline pictures and videos (i.e., speed, crashes and boat capsizes) to NST’s full advantage.

NST excited local media advocates through editorial board meetings, access to sailors, ride-a-longs with Go-Pro cameras, and exclusive team base access. Participating teams also came to rely on NST to help introduce their organization to the American market with tailored, behind-the-scenes media opportunities, including sailing ride-a-longs with five TV stations. NST’s efforts coupled with excellent sailing conditions helped raise awareness of San Diego as a destination for major sailing events.

Results:

16,128 (estimated) room nights booked by non-locals during the event timeframe with 87.3 percent of bookings in downtown San Diego

121,990 total spectators

1.7 billion U.S. media impressions garnered, including placement in Spirit, C Magazine, Sunset, Los Angeles Times and more than 140 broadcast mentions.