Volvo spends £750k on Ocean Race drive

The site offers information on the race and, once it starts,

competitors' progress will be shown through live feeds of footage from
each of the boats.

The site was launched on 29 September following a year-long project.

Once the race begins, it will be promoted in bursts, with the aim of
reaching five million users. The race is scheduled to end in June
2006.

A major web marketing campaign will begin three to four months into the
event, when the first of the 'in-port' races is due to take place.
Arcade-style games are being created to attract non-ocean-racing
enthusiasts and broaden appeal.

Mark Gristock, marketing director of digital agency JKD, one of the
companies owned by Incepta Online, said: "Ocean racing enthusiasts'
loyalty should be guaranteed, but not taken for granted, and the
ambition is to bring the race to as many people as possible.

"To this end, the games will focus on the core themes of the Volvo Ocean
Race: people, nature and technology. Therefore the execution will be a
simple, addictive arcade-style game, as opposed to a tactical and
complex one, although an educational element has been included," he
added.

The brand will use email to stay in touch with visitors to the web site.
Volvo hopes that traditional techniques, such as 'refer-a-friend'
options, on emails will help to broaden the audience.

Similarly, prizes aimed at core enthusiasts will aim to build awareness
among their non-enthusiast friends.

However, the exact strategy for the campaign has yet to be decided.
Gristock explained: "An initial strategy for online activity is in
place, the use of which is dependent on the traffic levels and patterns
throughout the first three months of the race."