In 2010 Into the Blue worked with the RYA to consult on the creation of an online community. Into the Blue helped to build awareness of Skandia Team GBR to the widest possible audience in the build up to London 2012.
The aim was to create a supporters club worthy of the world’s best sailing team and inspire and engage a nation, not just sailors. By creating and populating a highly interactive and dynamic website, we aim to bring the experiences of the sailors to life, and encourage user engagement. This included the targeted use of social media sites to drive traffic to the website and provide a more diverse audience and sharing platform.
The purpose of the #benandrita campaign was to leverage social media support to build J.P. Morgan Asset Management’s (JPMAM) association with Sir Ben Ainslie whilst also introducing the JPMAM brand to a new audience. Into the Blue used Ben’s relationship with his boat ‘Rita’ as the key tool for the activation, with Ben’s own social media pages communicating the campaign messaging and calls to action.MORE
Ben Ainslie Racing (BAR) was launched in January 2012 by Sir Ben Ainslie, with the ultimate ambition to challenge for the 35th America’s Cup and bring the cup back to Britain.MORE