Helly Hansen | MAPFRE, Volvo Ocean Race
Bringing premium sailing gear to life on the ground at Auckland's Interactive Race Village.
Client
Helly Hansen
Merchandise promotion, Brand ambassador staffing, Event activation
Services
Viaduct Harbour, Auckland
Location
Global coverage
Broadcast
THE BRIEF
Support a leading Volvo Ocean Race team at their Auckland leg
Auckland's Viaduct was transformed into an Interactive Race Village for the arrival of the Volvo Ocean Race, with the City of Sails hosting leg 7 of a gruelling 46,000-nautical-mile journey across four oceans and 12 major cities. Select Management was brought in to work with Helly Hansen, sponsor of Spanish team MAPFRE, to promote their range of professional-grade sailing wear at the team's base within the Volvo Ocean Village.
What we did
On-the-ground promotion at the heart of the race village:
Ran a nationwide supermarket sampling campaign across multiple stores
Work directly from the MAPFRE base within the Volvo Ocean Village
Promote the Helly Hansen merchandise range, including T-shirts, bags, hats and more
Represent the Helly Hansen brand alongside a leading contender team during a major international sporting event
Engage with race village visitors as the excitement built ahead of MAPFRE's departure from New Zealand
The Outcome
A strong presence at one of Auckland's biggest sporting stopovers.
Select Management helped bring the Helly Hansen and MAPFRE partnership to life for the crowds at the Viaduct, supporting the brand's visibility as the team prepared to lead the way out of New Zealand. With the race continuing on to its finish at The Hague in June, it was a fitting send-off for a team many hoped would sail their way to a win.