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BRAND AWARENESS AND ASSOCIATION

Qingdao

Team Sponsor Qingdao wanted to build international awareness of its location and Olympic Sailing Centre, and position itself as being able to stage international sailing events in what it termed, the ‘capital of sailing’ in China.

The global media exposure gained from its nine-year partnership with the race has been instrumental in this Chinese city getting to firstly bid for, and then secure other prestigious sailing events.

The city has just secured hosting rights for the ISAF Sailing World Cup in both 2013 and 2014. Additionally the number of Chinese nationals taking part in the Clipper Race has grown race by race which in turn has increased the popularity of sailing in Qingdao by almost 80 per cent.

“The Clipper Race operates in a unique way which has helped promote Qingdao. Firstly it lasts a relatively long time, with a yacht decorated with Qingdao branding going around the world for a year. Secondly, the media coverage also contributes much to spreading Qingdao’s name and influence throughout the globe.”
Wang Xiulin, Vice Mayor, Qingdao