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Sail Training International

The Tall Ships Races

Background
Sail Training International is a registered charity and works closely with the world's sail training Tall Ships, national sail training organisations and host ports, to help young people benefit from the sail training experience. It is the world's leading provider of races and events, conferences and seminars, publications, research and other services for the international sail training community.

Objectives

  • To raise awareness of The Tall Ships Races 2011, presented by Szczecin and organised by Sail Training International
  • To increase visitor numbers in each host port

Strategy and Plan:

Worked with 5 ports

Developed news angles in advance

Ensured Sail Training International stood out from entertainment news and festivities
 
Media participation with sail training workshops  

Interviews with Race Director, Event Chairman, Captains and Trainees

Effective media centre and press boat management  

Results:

Over 3000 pieces of national and regional print, broadcast and online coverage (equivalent to £13million).

<falseThe five port event series attracted over 2million visitors

Sail Training International’s Facebook profile page and Tall Ships Races’ fan page both had around 1500 friends/fans in June 2011 which increased to nearly 5,000 by August 2011

Twitter followers @TallShipsRaces increased from 200 to over 1000

Coverage highlights included:

Ireland: Irish Times, Irish Independent, RTE 1, RTE Radio, WLR FM

Scotland/Shetland: Daily Record, BBC Scotland, BBC Shetland, The Times, The Telegraph

Norway: Stavanger Aftenblad; Telemarksavisa, Rogalands Avis TV2, NRK

Sweden.  Göteborgs Posten, Göteborgs Tidning, Kvällsposten, Sveriges Television Västnytt. Dagens Nyheter is the largest daily (morning) circulation newspaper in Sweden. A journalist blogged from a tall ship between Stavanger and Halmstad resulting in a four-page spread

The BBC documentary series ‘Coast’ also attended the event in Shetland with Nick Crane sailing on Norwegian Tall Ship, Sorlandet.

Client Testimonial

“Kelly has a gift for recognising and writing a story and selling-in to the print and broadcast media. She works well with journalists and is able to persuade them to do things they didn’t know they wanted to do – like climbing the 150 foot masts of Tall Ships. Kelly also recognised the huge potential of social media for communicating with our natural audiences worldwide, and took us on the first steps of the journey.”

Peter Cardy, former CEO, Sail Training International