Car manufacturer, Volvo agreed a new partnership with Pan-European broadcaster, Eurosport, to promote its showpiece sponsorship of the third Volvo Ocean Race (VOR).
The focal point of the campaign is a Eurosport-produced, dedicated microsite (http://volvo.eurosport.com/), from which a European-wide competition is now underway. The microsite allows users to access content through a special video centre, which will host race clips from the VOR, and information about the Volvo XC 70 Ocean Race edition car, which Volvo has recently launched.
Eurosport has acquired the rights to broadcast race highlights which will be featured during the digital sport’s channel’s weekly magazine show "Wednesday Selection". The show is designed to attract Volvo's key demographic of upscale men. Volvo will be the exclusive sponsor of the race highlights.
Mark McFarlane, Commercial Director for Eurosport UK, said: “This project highlights the high level of creativity and versatility Eurosport can bring to a client. The micro-site really complements the on-air coverage we have of this iconic event and deepens Volvo’s connection to our unrivalled Pan-European audience.”
The promotional on-air campaign to promote the micro-site launched last week and will be live across Europe until mid-December. The microsite has been produced in seven local language editions for France, Germany, Italy, Russia, Spain, Sweden and the UK. The Volvo Ocean Race will continue until June 2009.
