SEA SD’s ORACLE RC44 Sailing Regatta

Challenge:

Sailing Events Association San Diego, a new sailboat racing events organization created to bring high profile international racing to the region and spur economic revenue, turned to NST to use its first event to show San Diego could host world-class sailing regattas.

Information was starting to leak about the most prestigious sailing event in the world – the 34th America’s Cup – which would soon return with ORACLE TEAM USA to San Francisco, but not before making stops around the world under a new World Series Tour format. Sailing Events Association San Diego was looking to blow the March 2011 ORACLE RC44 Cup out of the water, and, in the process, entice the America’s Cup World Series to make a stop in San Diego Bay.

NST developed an integrated public relations, marketing and advertising plan, built a website and managed social media for the RC44 Cup. Media relations focused on San Diego drive-markets, especially those with a high concentration of sailing enthusiasts. Print and animated web ads featured travel messaging with partner hotels prominently featured.

San Diego Bay’s natural stadium sailing environment, coupled with extensive media coverage and high event attendance, allowed SEA San Diego to secure a stop on the America’s Cup World Series Tour in November 2011 – and they again turned to NST for event support.

Results:

20,000+ spectators lined San Diego Bay, exceeding attendance goals

8 million+ media impressions, including two Associated Press stories

31 broadcast mentions and 15 live broadcast segments in San Diego over six days

19,466 people (fans and non-fans) viewed Facebook posts throughout the regatta