The World Match Racing Tour (WMRT) is the world’s top professional sailing series. It is a global event featuring world class sailors and Olympic champions.
Traditional broadcast TV delivers impressive viewer numbers, at least in theory. But there’s growing awareness that it’s now social media that’s capable of engaging really huge fan numbers by presenting the most immediate way for them to connect to their sport.
While sailing has massive numbers of fans globally, it struggles to reach them through TV alone. With 2017 prize money of a record breaking $US 1 million, WMRT challenged itself to bring its sailing series to life through social, positioning itself at the forefront of the world’s sailing community.
WMRT used Fifty’s consumer segmentation to map the global sailing fanbase. This allowed us to micro-target each type of sailing fan, tweaking messages and content to appeal to individual audience segments.
In the biggest project of its kind in the sailing arena, Fifty managed all paid media through the WMRT season, seeding the launch and propagation of content across all platforms in an attempt to reach every sailing fan in the world. As part of our drive to continually improve results, we developed a strong relationship with the host broadcaster, co-directing all video output.
WMRT’s online growth has been remarkable. It achieved over 10 million video views through the 2017 season, a figure matched only by the America’s Cup and close to twenty times the circuit’s closest rival. WRMT has now re-signed with Fifty for 2018 and beyond, as well as placing Fifty’s marketing insight at the heart of its overall media and production team for future events.