ABN Amro banks on Pitch PR for Volvo Ocean Race

MUMBAI: International banking group ABN Amro has appointed Pitch PR to oversee a global PR campaign around its team sponsorship in the 2005 - 2006 Volvo Ocean Race. The round-the-world yacht race starts in November.



ABN Amro’s involvement in the 2005 – 2006 Volvo Ocean Race marks the first occasion the company has undertaken a major international sports marketing campaign. The aim of the sponsorship programme, which involves the bank entering a two boat team with the ultimate aim of winning the race, is to raise the profile of the ABN Amro brand and unify the bank’s various business units around the world.

Pitch has been appointed for one year to create and oversee an international PR strategy for the campaign. Pitch will be responsible for maximising publicity opportunities, managing all media requests during the race including crisis communications, and running a press office and press conferences at stop over ports. Pitch will work in conjunction with ABN Amro’s existing PR agencies in their three home markets, such as Golin Harris in the US, and will also be responsible for implementing a proactive consumer PR campaign in the UK and France.



The Volvo Ocean Race is one the world’s toughest sporting events. The race starts in Vigo, Spain on 12 November 2005 and finishes in Gothenburg in July 2006. The race covers 32,000 miles, with nine stopovers in the following ports: Cape Town, Melbourne, Wellington, Rio, Baltimore, New York, Portsmouth and Rotterdam.

The Volvo Ocean Race has a rich history and generates global media interest. During the last Volvo Ocean Race, there were an estimated 800 million cumulative viewers on television, and over a billion cumulative radio listeners.



ABN Amro has entered two boats in the race and its crew includes sailors from the UK, US, New Zealand, Australia, France and Holland. ABN Amro 1 will be crewed by some of the world’s top sailors, whilst ABN Amro 2 is being crewed by a team of high potential sailors. The crew of ABN Amro 2 are all under the age of 30 and have won their place on the boat via an international competition.

Pitch PR is a consumer and corporate agency which specialises in working with clients involved in sport. Pitch PR founder and MD Henry Chappell commented,

“This is a fantastic new business win for us and a massive project to be involved with. The sponsorship is of major global importance to ABN Amro and their objective is that the campaign delivers over €60 million in media value worldwide. We have undertaken a number of similar international sponsorship activation campaigns since our launch so we are confident we can play a significant role in helping ABN Amro to achieve their aims.”

Latest Reads
Flipkart announces integrated brand communication campaign

There are a host of dates earmarked in India’s annual calendar where consumers wait with bated breath to partake of the celebrations. Clearly figuring in this list is the ‘The Big Billion Days’ (BBD), that has been made popular by Flipkart over the past two years. As a concept, Big Billion Day was...

MAM Media and Advertising Ad Campaigns
Colors campaign inspires men to take over Sunday chores

Colors has launched a new movement called #SundayIsHerHoliday. The campaign -- one Sunday at a time -- is inviting every man (and woman) to participate. The goal of the campaign is to inspire and help men take over the Sunday chores of women, so she can get her much needed time off.

MAM Media and Advertising Ad Campaigns
betterU launches Diwali campaign #FestivalOfLearning

India’s online learning marketplace, betterU, has launched a unique Diwali campaign #FestivalOfLearning across its digital platforms.The campaign aims at helping people think differently about their purchases, and highlights the importance of investing for the long term on the auspicious occasion...

MAM Media and Advertising Ad Campaigns
BBH India creates live radio spots for Abbott

BBH Mumbai has released a case study on the first ever live radio spots for Abbott's The Race of Possible’ campaign, which received overwhelming response in India.

MAM Media and Advertising Ad Campaigns
Abhibus's 'Har Safar Mein Aapka Hamsafar' Mahesh Babu, India’s online bus ticket booking platform, has announced superstar Mahesh Babu as their brand ambassador. He will also feature in the company`s marketing campaign called 'Har Safar Mein Aapka Hamsafar' (With you on all your journeys, wherever you go).

MAM Media and Advertising Ad Campaigns
Posterscope rolls out 'Frooti' OOH campaign

MUMBAI: Posterscope India from Dentsu Aegis Network has rolled out a massive OOH campaign for Frooti to make the consumers Live #TheFrootiLife. The core objective of the campaign is to create high visibility and impact for Frooti in the OOH space. Targeted at audiences aged between 15-35 years, the...

MAM Media and Advertising Ad Campaigns
Q2-17: DB Corp revenue up, radio operating profit doubles

DB Corp Limited (DB Corp), home to flagship newspapers Dainik Bhaskar, Divya Bhaskar, Dainik Divya Marathi and Saurashtra Samachar reported 10.5 percent higher consolidated revenue for the quarter ended 30 September 2016 (Q2-17, current quarter) as compared to the corresponding year ago quarter....

MAM Marketing Brands
P Mark TVC features Boman Irani

MUMBAI: P Mark, the front-runner in the mustard oil segment in India, has unveiled its new TV campaign ‘one specialist to another’. Reinforcing its commitment as specialists and educating the masses about the taste, the new TVC pays tribute to P Mark’s exceptional taster in the category.

MAM Media and Advertising Ad Campaigns
Officer's Choice Blue snacks launches a new TVC campaign

Officer’s Choice Blue has launched a new advertising campaign ‘Salute to Banta Hai’ - communication that repurposes its long-standing platform of the ‘Good Samaritan’. The four TVC’s narrate testing situations, in slices of everyday life, and defines their actions to make for a better and caring...

MAM Media and Advertising Ad Campaigns

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories