TWI on Board for 'Bigger' America's Cup
Sailing's most prestigious contest - the 32nd America's Cup - is making significant changes to the format of the event in order to make it an exciting TV-friendly product under the new management of ACM (AC Management). TWI has been contracted as ACM's media consultants and distributors.
These innovations are designed to boost fan participation and awareness of the event across globe.
Among the changes are:
1. Shorter races of 90 minutes for easier insertion into TV schedules
2. The introduction of fleet racing for the first time, when all boats compete simultaneously, providing the dramatic 'bigger picture' . Match racing (head-to-head duels) will continue as usual.
3. Extension of wind limits to reduce the number of cancelled matches due to adverse weather conditions.
A series of ‘pre-regattas’ (to be called Acts) around the world before the main Louis Vuitton Cup and America’s Cup match in 2007, to build anticipation for the climax of the competition.
Working with TWI as event consultants and rights distributor, ACM have also introduced a raft of improvements to make the sailing contests more accessible and viewer-friendly.
These include:
1. 3D ‘virtual sailing’ animations
2. onboard cameras and microphones to capture the high drama at source
3. better access to the teams and skippers behind-the-scenes - the 'stars' of this particular story - played out across the oceans and lakes of the world. (including Spain, France, USA, Switzerland and Italy)
4. TV magazine programmes concentrating on the glamorous lifestyle and passion of the exclusive world of sailing, as well as human interest stories.
Michel Masquelier, TWI’s Senior Vice-President - Head of Sales, said: 'For the first time this event will be at the heart of the commercial time zone as the last time the Cup took place in Europe was in 1847.
'With syndicates from each part of Europe, and beyond, boosting the interest of the general public, we can comfortably position this event as a prime-time series.'
Margrethe van der Stroom Holdener, ACM’s Director of Marketing & Business, said: 'We are excited about the America’s Cup coming to Europe and its new format. ACM is confident that through America’s Cup Magazine Programmes, we will revolutionize the America’s Cup experience on television and will capture the public’s imagination.'
The Schedule
2004 - Marseille - Louis Vuitton Act 1 of the 32nd America’s Cup, 5 - 11 September
- Valencia- Louis Vuitton Act 2 and 3 of the 32nd America’s Cup, 5 - 12 October & 14 - 17 October
2005 - 4 Acts
2006 - 3 Acts
2007 - Louis Vuitton Cup - 18 April - 12 June
- America's Cup Match 23 June - 4 July
Further information:
Madeleine Pallas
PR Manager for European Operations IMG/TWI
tel: +44 (0) 20 8233 7425
mob: +44 (0) 7973 326 422
mpallas@imgworld.com
Or - Margrethe van der Stroom Holdener
Director of Marketing and Business, AC Management SA
Tel: +41 79 744 09 60
Margrethe.vanderstroom@americascup.com
These innovations are designed to boost fan participation and awareness of the event across globe.
Among the changes are:
1. Shorter races of 90 minutes for easier insertion into TV schedules
2. The introduction of fleet racing for the first time, when all boats compete simultaneously, providing the dramatic 'bigger picture' . Match racing (head-to-head duels) will continue as usual.
3. Extension of wind limits to reduce the number of cancelled matches due to adverse weather conditions.
A series of ‘pre-regattas’ (to be called Acts) around the world before the main Louis Vuitton Cup and America’s Cup match in 2007, to build anticipation for the climax of the competition.
Working with TWI as event consultants and rights distributor, ACM have also introduced a raft of improvements to make the sailing contests more accessible and viewer-friendly.
These include:
1. 3D ‘virtual sailing’ animations
2. onboard cameras and microphones to capture the high drama at source
3. better access to the teams and skippers behind-the-scenes - the 'stars' of this particular story - played out across the oceans and lakes of the world. (including Spain, France, USA, Switzerland and Italy)
4. TV magazine programmes concentrating on the glamorous lifestyle and passion of the exclusive world of sailing, as well as human interest stories.
Michel Masquelier, TWI’s Senior Vice-President - Head of Sales, said: 'For the first time this event will be at the heart of the commercial time zone as the last time the Cup took place in Europe was in 1847.
'With syndicates from each part of Europe, and beyond, boosting the interest of the general public, we can comfortably position this event as a prime-time series.'
Margrethe van der Stroom Holdener, ACM’s Director of Marketing & Business, said: 'We are excited about the America’s Cup coming to Europe and its new format. ACM is confident that through America’s Cup Magazine Programmes, we will revolutionize the America’s Cup experience on television and will capture the public’s imagination.'
The Schedule
2004 - Marseille - Louis Vuitton Act 1 of the 32nd America’s Cup, 5 - 11 September
- Valencia- Louis Vuitton Act 2 and 3 of the 32nd America’s Cup, 5 - 12 October & 14 - 17 October
2005 - 4 Acts
2006 - 3 Acts
2007 - Louis Vuitton Cup - 18 April - 12 June
- America's Cup Match 23 June - 4 July
Further information:
Madeleine Pallas
PR Manager for European Operations IMG/TWI
tel: +44 (0) 20 8233 7425
mob: +44 (0) 7973 326 422
mpallas@imgworld.com
Or - Margrethe van der Stroom Holdener
Director of Marketing and Business, AC Management SA
Tel: +41 79 744 09 60
Margrethe.vanderstroom@americascup.com