Phuket King’s Cup Regatta

Project Description

Phuket King’s Cup Regatta.

A Pivotal Moment in Thai History.

The Phuket King’s Cup Regatta Under Royal Patronage is Thailand’s standout international sporting event, and for competitive sailors across the world, one of the most prestigious international regatta trophies. For 12 years, Vivaldi has worked with the Organizing Committee and with all of the Phuket King’s Cup Regatta’s team of support staff to deliver an ever-bigger program year upon year. The 30th Anniversary race of 2016 was a landmark achievement, and the largest yacht race in the history of the competition.

Vivaldi’s efforts have helped the Regatta grow from its humble origins into what is regarded by many sailors as the premier regatta in all of Asia. For 6 months each year culminating in December during HM the King’s birthday week, Vivaldi’s team works within the media centre hosted at Kata Beach Resort & Spa in Phuket, handling all aspects of communication, media relations and media logistics.

Objective

For the 30th Anniversary run-out, it was essential that the program’s standout elements were highlighted to media in Thailand and across the region; that is, the story of its growth, its resolute success, its empathy for (and relevance to) the Royal succession in Thailand, and the future direction of the Phuket King’s Cup Regatta brand; PKCR recently changed course to become more accessible, somewhat more lifestyle, and more energetic in terms of its engagement with young sailors.

Our approach

Last year, the Phuket King’s Cup 30th Anniversary occasion drew a massive fleet; 12 different classes of keelboats and multihulls which together numbered in the hundreds, plus the largest dinghy fleet in the event’s history. It was also a poignant event in that it was the first major international happening in Thailand following the unfortunate passing of His Majesty King Bhumibol Adulyadej, whilst also paying respects to Thailand’s newly ordained King, His Majesty King Maha Vajiralongkorn Bodindradebayavarangkun.

Vivaldi, in addition to its longstanding commitment to successfully staffing the media department, worked with event sponsors including government representatives to showcase the importance of the event, thereby helping to secure future sponsorship funding. Also, this close engagement with sponsors (who were able to appreciate the best of the regatta by through an island excursion on board a luxury yacht during the course of the race) allowed for some great third-party insights to be gleaned from stakeholders and distributed to media.

Vivaldi took the decision this year to break away from a tradition of sports results-style news reporting from the media centre and adopt a more engaging lifestyle approach, with the strategic aim of building interest among new media markets. The approach proved popular, with daily press releases and race summaries produced by Vivaldi achieving a much wider reach across a more segmented mix of highly influential media. Vivaldi also provided social media reporters working within the media centre, connecting to digital followers across the world, and even working within race teams to deliver stunning photographs and moving competitor stories across online channels.

The Phuket King’s Cup Regatta brand platform continues to be very solid in attracting high profile sponsors, including several chambers of government, and the recognition continues to build on Vivaldi’s watch as the sport moves into the future in lockstep with a fast-developing youth sailing movement in Thailand. The young generation of sailors will carry the King’s Cup forward, and out into a wider world with the strategic support of Vivaldi Public Relations.

Key Results over 12 years

  • An estimated 1.5 Billion THB media with thousand news clippings in TV, radio, print and online media.
  • 1,200+ media local, national and international media including CNN and ESPN attended the press conferences, competitions and event.
  • Facebook - 2,700 followers from the sailing and yachting community.
  • The regatta has grown to more 200 entries in 201.

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