Into the Blue design and manage Volvo Car UK’s activation of its sponsorship of Aberdeen Asset Management Cowes Week.
This year’s Volvo Car UK activity included a variety of activities on and off the water.
Car displays, within the Aberdeen Asset Management Cowes Week Race Village, featured the latest models in the Volvo Range, including the all-new XC90 and daily tech tours to demonstrate the latest features and enhance the guest experience.
A Volvo Sailing Academy, on Saturday, gave guests a chance to try sailing, paddle boarding, and kayaking free of charge, hosted by Volvo sponsored members of the British Sailing Team including Bronze Paralympic Medalists Niki Birrell and Alexandra Rickham. The activity was designed to allow guests to experience the Volvo brand in a different way and engage with the sailing regatta environment.
Other activity on the stand throughout the week included; an RS Sailing simulator, treasure hunt and remote control sailing boats, these activities were a great draw on the stand allowing for guests to interact with the cars and try out a sailing boat with expert guidance from RS.
Gail Willows, the Volvo Car UK Account Director at Into the Blue said: ‘Cowes Week is always a successful event for Volvo. We have supported sailing from the grassroots through to the elite in the Olympics and Volvo Ocean Race for over 10 years, so sailors have a very strong affinity with the brand. Infact sailors are seven times more likely to buy a Volvo than any other car brand.
At events we feel it is important to keep things new and innovative – experiential activity provides this opportunity. This year we ensured there was something for every age and interest from the Volvo treasure hunt, Volvo Sailing Academy through to the spot the XC90 Twitter campaign. Despite the British weather (lots of rain) people have loved the interaction with Volvo as a brand’
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