OVERVIEW
The city of Newport, Rhode Island is synonymous with the sport of sailing and played host to the prestigious Ocean Race in 2023. As North America's only stopover, the event celebrated Newport's rich sailing heritage and showcased the city's passion for the sport, bringing global attention, attracting tens of thousands of visitors per day, and generating tens of millions of dollars in spending and economic impact.
As the official event host for the Rhode Island stopover, Sail Newport was responsible for the organization, operation, and promotion of the event. With these responsibilities came the goal of shedding light and generating buzz about the event, while also driving as many people as possible to visit the race village at Fort Adams.
The Problem
The delayed and race-centric media coverage provided by The Ocean Race to Sail Newport fails to capture the in-person experience at the race village, resulting in diminished audience engagement, missed opportunities for excitement-building, and decreased event attendance.
The Solution
A dynamic media strategy was implemented, centered around the production and distribution of same-day recap videos through diverse social and media channels, providing timely coverage at the conclusion of each event day.
Our Role
Tandem partnered with Sail Newport to create and distribute same-day recap videos of the 2023 Newport Ocean Race Event, capturing unique experiences and leveraging social channels to maximize momentum and showcase the event effectively. To ensure the deliverables met Sail Newport's quality standards and expectations, we collaborated with them in the pre-production process, communicating to create pre-planned video examples, including music, themes, and the overall content style. Our team was present on-site throughout the entirety of the event, capturing important moments from open to close. We set up a temporary editing station on-site, enabling our videographers and editors to work efficiently and meet the deadline for deliverables. Tandem provided all the necessary gear and equipment for audio and video capture, and we worked together with Sail Newport to deliver the content to the appropriate channels. Our small yet effective team allowed flexibility in our plan, enabling us to capture unplanned moments during the live event. This workflow allowed us to successfully complete, deliver, and distribute the daily recaps at the end of each day.
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Conclusion
As a key component of our media strategy, we focused on creating content tailored for seamless engagement across web and social platforms. Our video productions were strategically launched across various channels such as Facebook, YouTube, and Instagram, aiming to amplify visibility and reach. Our overarching objective was to captivate audiences in the moment and drive increased attendance as the event unfolded.
