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DECEMBER 2020 NEWSLETTER N.5
DECEMBER 2020
NEWSLETTER N.5
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AN INCREDIBLE ADVENTURE HALF THE WAY IS DONE
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Boris Herrmann has been at sea for 43 days now and is experiencing the biggest adventure of his life during the 9th edition of the Vendée Globe. What an adventure it is!
He has sailed through big storms, waves as high as houses and a nighttime rescue operation in the middle of the ocean. But also calm winds, technical problems and irretrievably beautiful moments aboard his Seaexplorer - Yacht Club de Monaco. Some of his competitors have already had to abandon the race - their is always a nagging fear of experiencing something similar.
And so this journey around the world is also a journey into his own self - and he takes us all there with him. Boris succeeds in letting thousands of people all over the world participate in his experiences and his emotional world in such a direct way that it feels as if you were there yourself.
What an experience, especially in these times when we can all only travel in our thoughts!
We, the Malizia team, are happy about the huge interest in our adventure - both in the press and on the social networks. It strengthens us more than ever in the knowledge that we are on the right path - a path that we want to continue to follow together with existing and new partners in the coming years, to experience more great adventures together with them.
Here now the last newsletter for the year 2020. We wish you all a happy and healthy Christmas and New Year.
We look forward to all that is to come!
Your TEAM MALIZIA
THE 9. VENDÉE GLOBE STARTED 8TH OF NOVEMBER
@Andreas Lindlahr
@Jean-Marie Liot
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BEFORE THE START OF THE RACE LES SABLES D’OLONNE, FRANCE
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The Vendée Globe Race Village opened its door to the public on Saturday 17th October, and it stayed opened for 10 days. Unfortunately, the village then had to be closed due to the rise in Corona cases in the area. However, during the days we were still able to activate, we welcomed approximately 210 guests on site and provided guided tours, VIP access to the pontoon and close access to the boat. In partnership with Kuehne + Nagel, we set up a VIP container in a prime location in the
village where our guests could meet, have refreshments and learn more about our partnerships, the science mission and our education programme. Guests were also given printed information on the partnership, branded gear and the kids kit.
For those that couldn’t join us, we made a virtual experience with a pontoon tour video of the village and boats, as well as recorded boat tours of Seaexplorer.
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On 8th November 2020 at 14:20 CET, after a delayed start due to dense fog and poor visibility, Boris Herrmann became the first German to start the Vendee Globe race on his Monegasque flagged vessel, Seaexplorer - Yacht Club de Monaco.
It was an excellent race start at the very front of the fleet for Boris, as each skipper is careful to be at the line on time but wary not to cross it too early which would incur a 5-hour time penalty.
Normally the Vendee Globe welcomes upwards of 350,000 people to physically view the start
from the shore and the ocean. But this time it was very different, only the race organisation boats + 2 small powerboat per team were allowed in the water.
We are constantly sharing all content that Boris sends through our communication platforms. For images of the start please click here: https://imagebank.team-malizia.com/Vendee-Globe
Password Maliziapress
VENDÉE GLOBE 2020
@Andreas Lindlahr@Andreas Lindlahr
@Jean-Marie Liot
AN INCREDIBLE SUCCESS FROM THE START
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MEDIA AND PR PRINT, ONLINE, TV, RADIO
The main countries where we received coverage were France, Germany, Spain, England and Italy.ZDF, RTL and NDR have been the main stations showing and featuring regular coverage during the race with ZDF and NDR producing longer stories on Boris. The main German papers run regular stories on Boris including: Suddeutsche Zeitung, FAZ, Die Welt, Tagesspiegel, Zeit, Spiegel, Bild am Sonntag, Handelsblatt and Abendblatt. All main German radio stations are broadcasting about the race and Boris’ performance.
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THE MEDIA NUMBERS
Over the past 2 months we have sent over 12 press releases (each in German, French and English) to over 20,000 journalists and outlets. In total there have been 3,500 articles mentioning Boris, the yacht and the team and over 200 broadcasts.
And every week we held a Zoom Press Conference with Boris, either in German or French.
MEDIA FIGURES FROM 1ST OCTOBER TO NED OF NOVEMBER 2020
MEDIA VALUATION
NUMBER OF ARTICLES
MELTWATER MEDIA REPORT CONTACT US TO REQUEST FULL REPORT
49.18 M
POTENTIAL MEDIA REACH
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5335.77 M
SOCIAL MEDIA TEAM ACCOUNTS, INFLUENCERS, ENGAGEMENT
INSTAGRAM: 48% increase in the number of followers. With 81k across two accounts. We have very high engagement with 88.8% of our followers seeing our content and over 4% interacting with it.
TWITTER: 18.5k followers and a high level of engagement on Twitter with a +32% rise in two weeks.
FACEBOOK: Combined total of 20,000 followers with an increase of +40% and a page reach of 372,000.
LINKEDIN: Combined total of 2,722 followers with an increase of +60% within the last 30 days (18.12.).
YOUTUBE: 10.2k followers with +1.950% increase. Over 1 million views in 1 month. 104k is the most views of one video. We have a view rate of over 1.5 minutes which is a good number, especially as our videos are not normally more than 2 minutes long. BLOG: We have been publishing a blog and the raw data feed which has been very popular and receiving a lot of comments.
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SOCIAL MEDIA NUMBERS
Our platforms have grown rapidly across the board on all social sites. We have increased our communications with viewers dramati-cally with a significant gain in followers and views.
We are communicating in three languages which allows us a larger reach.We are also posting 4+ times a day across the platforms and we are cross posting and tagging with other influencers and teams.
SOCIAL MEDIA FIGURES FROM 1 OCTOBER TO 24TH NOVEMBER 2020
SOCIAL MEDIA REACH VS SOCIAL VOLUME
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THE RAW USING TECHNOLOGY TO TRULY CONNECT TO THE VIEWER
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THE RAW CONTENT CREATING A REAL LINK FROM BORIS TO THE OUTSIDE WORLD
The RAW content section has been a great success. All information from Boris and the boat is posted here in realtime so that our followers feel truly engaged and part of the journey. We launched the race dashboard in July 2020 with an excellent response and have since modified it and added more variables,
including the renewable energy output. The dashboard allows followers to connect and watch the boat speed or wind speed every 10 minutes in almost realtime.The homepage also offers the tracker and the social media so it is the go to place to find out everything about the race and Boris.
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The RAW content section has a large following, linking to all the content from Boris in chronological order, with text, photo and video it allows for a full 360 immersion in the race. With the commenting function we are able to interact with viewers as never before. The dashboard has been updated and customised to include far more variables and we have included our renewable energy inputs as well as our CO2 data. The tracker updates every 3-4 hours showing many variables such as miles sailed, percentage of race sailed and Boris’ speed against others. The tracker is branded with our main partner logos.
RACE RECAPS WEEKLY RECAP VIDEOS AND REPORTS
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RACE RECAPS
Every week, Yannick Kethers creates a race recap, where you can find the full weekly recap of racing, with a particular focus on the weather conditions experienced on route and, of course, pointing out Boris’ performance.
It is shared on our social media channels but also on our website, so if you would like to get these you can easily sign up here.
We also create weekly recap videos which we share on our YouTube channel and every 2 - 3 days, co-skipper Will Harris does a weather update video explaining the situation of Boris and the rest of the IMOCA fleet.
Boris has now done 50% of the race. You can see this information here.
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SCIENCE AND PARTNERSHIPS UNESCO, ARGO FLOATS, MAX PLANCK, GEOMAR
Our onboard laboratory measures ocean surface CO2, salinity, PH and water temperature wherever we sail. We have collected high quality data so far which will be used by scientists worldwide. This is the first full data lap of the world and some areas have never before been sampled. The Argo float deployed during the race is working and transmitting data.We use the data collected in our schools programme to give kids real life examples for them to work with.
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SCIENTIFIC MISSIONS ARGO FLOAT DEPLOYMENT | COLLECTING OCEAN DATA | DIALOGUE WITH SCIENTISTS
Our partnerships with leading scientific institutions including Max Planck, Geomar, Ifremer and IOC-UNESCO remain strong. During this race we have tried to go one step further and bring the ocean science projects to life through improved communication. Every week we are releasing a video from a prominent ocean scientist explaining the link
between ocean and climate and why this mission is so important.
The data is very scarce and valuable to the scientific community and will be used to create a fuller understanding of the impact CO2 has on our oceans.
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MALIZIA OCEAN CHALLENGE
Kids Ocean Challenge Kit in 8 languages.Kids game to unite all the schools that follow.Lighthouse schools follow the race and interact directly with the boat.Kids’ days when Boris will be beamed directly in to the class room. Download your kids kit here: https://www.borisherrmannracing.com/ocean-challenge-kit/and see the website here: www.myoceanchallenge.org.
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MALIZIA OCEAN CHALLENGE CHILDREN FOLLOW THE RACE AND BECOME INSPIRED
We now have the kids kit in 8 languages and we have sent out 3000 kids kits to hundreds of schools that are following the race closely. We also have 20 lighthouse schools that are using the kids kit and it’s topics across many classes.
Boris answers school classes questions from the sea every day and those that follow have
been sending photos and drawings with their work to the boat.
Before departure we held a French kids conference with 20 schools classes attending n to ask Boris questions and a month after the start another conference with 6 different German UNESCO school classes. Watch the video here.
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COMMUNICATING WITH OUR PARTNERS MAKING PROFITABLE PARTNERSHIPS
COMMUNICATING WITH OUR PARTNERS MAKING PROFITABLE PARTNERSHIPS
On Friday 4th December more than 100 friends / partners did a Zoom Call Dinner with Boris and everyone was eating freeze-dried food while chatting to him.Boris also does different video material that the partners ask for - these are used to make partnership trailers and photo content for media.He does personalised video messages, interview answers from for internal and external use.Communication around science and education and access to our kids’ booklet and material.Joint calls with Kuehne+Nagel’s different offices around the world while Boris sails East.Yacht Club de Monaco does an event every Wednesday in which Boris takes part of by connecting to it for 15 minutes to great the YCM and answer questions.
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COMMUNICATION WITH OUR PARTNERS AND FRIENDS GETTING BORIS AS CLOSE AS EVER
With the satellite internet we have nowadays is easier than ever for Boris to be connected to his family, friends and partners.
When sailing on his own for so many days, there are moments when the contact with the ‘real’ world can change and motivate him, so we are trying to organise different calls every week.
Boris also sends daily voice notes, videos and images for all his fans; the communications team shares all this in all channels and then sends back to Boris all the amazing comments that they write, which gives him ideas for future photos and videos.
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MERRY CHRISTMAS WE WISH YOU ALL A MERRY CHRISTMAS AND A HAPPY NEW YEAR!
We hope you have a nice Christmas time with your family this year, and even if it will probably be different to previous ones, we hope they are full of love and happy moments.
We would like to suggest you some present ideas in case you haven’t already planned this. As you may know, we are involved in different projects, they all produce and sell
very different things but with one same goal: to contribute by donating part of the profits of the sales to Team Malizia’s “Ocean Challenge” education programme. Have a look at them :-)
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The Malizia Mangrove Park project’s goal is to finance one million mangrove seedlings by the time the "Vendée Globe" finishes at the end of January 2021. And you would ask, why Mangroves? Because they store up to 10 times more CO2 than forests on land. They are also a similarly important habitat for biodiversity as the tropical rainforest, but they grow much faster!We think it could be a very special and original present to give a card with the donation of some mangroves! ;-) Check out the project here.
This limited edition jewellery collection is made with off cuts of carbon fibre from our yacht Seaexplorer - Yacht Club de Monaco. Check out Karbon Creations x Malizia collection here.
The VeeCollective x Malizia - Seaexplorer edition is made from our recycled sails and they are all packaged sustainably!There are very limited editions and 2 different sizes. Check them out here.
With the official Musto / Frisch team collection, everyone can have a branded jacket or t-shirt! Get yours here.
DECEMBER 2020
Lucia Nebreda- Management [email protected] +34 623 041 254 www.borisherrmannracing.com#myoceanchallenge
