Volvo Car UK Olympic Activation 2012

​Volvo Sailing Dealer Tour

The Volvo Sailing Dealer Tour was an initiative developed and activated by Into the Blue during 2012, on behalf of our client Volvo Car UK. The purpose of the tour was to take sailing to a wider audience including Volvo customers and dealer contacts as well as schools and sailing clubs. Within the three months between April – June the tour visited 51 destinations across the UK, with 2 events held per day which included an event hosted by a Team Volvo sailor at a school or sailing club during the day and a second event at a dealership or sailing club in the evening. Within the three months the tour impacted over 8,000 people and facilitated the development and launch of the Volvo RYA Sail for Gold Game which supported the education of the UK public about Olympic Sailing.

Volvo Olympic Hospitality, Weymouth

Into the Blue organised and hosted 14 days of hospitality for Volvo Cars UK in in Weymouth during the Olympics. Guests included dealers, corporate and fleet clients, VCUK personnel as well as Volvo Global personnel.  The hospitality days comprised transfer to the Olympic sailing venue in Weymouth, a VIP ‘flight’ on Weymouth Tower, viewing of the Olympic sailing aboard the luxury motor yacht Rum Jungle, hosted by double Gold Medal winner Sarah Ayton OBE, and Team Volvo Paralympic sailor Helena Lucas.

“I just wanted to thank you so much for a fantastic weekend in Weymouth. What could top that atmosphere, that weather and two Olympic golds!!”
- Karin Bäcklund Head of Global Sponsorship, Volvo

“The U.K. team did a great job planning and executing the activities surrounding the Olympic sailing event. A terrific example of maximizing every bit of return possible from your investment in the U.K. sailing team. Personally, Stacey and I really enjoyed the weekend. Great company, great organization and great result”
- Doug Speck, Senior Vice President Marketing Sales and Customer Service at Volvo

“The Volvo Dealer Tour evening was a fantastic success with 74 of my guests attending .I really must offer a sincere thank you to Sarah Ayton who was outstanding throughout the event. Arriving at the dealership around noon she was hugely enthusiastic about our event from the start. Her appearance at Truro School was a success and I am sure the elite sailors took real inspiration from her. Then it was on to Radio Cornwall”
- Nick Jones - Dealer Principal, Truro Motor Company

“Many thanks for your input into yesterday's presentation with Helena Lucas. It was a huge success & she represented an inspiration & charismatic sportswoman with huge commitment and courage. It was a real privilege to have this opportunity to many thanks to Volvo”
- Lychett Minster School