• Brief

    As title sponsor of the iShares Cup, one of iShares’ key objectives was to provide exclusive and unique experiences for its guest clients that would make its corporate hospitality very different from the usual hospitality that most guests would have experienced before.


    Progressive Solution

    In collaboration with the event organizer, we came up with the idea of enabling iShares’ client guests to be on board the Extreme 40 sailing boats as a so called “5th Man” (the sailing team on each boat comprising 4 crew members) during the actual races. Starting off with pre-race briefings by Americas Cup and Olympic winning skippers, guests then got out on to the water to witness close up the skill and interaction between the crew, and experience first hand the excitement and thrill of being on board these amazing sailing boats during competitive racing. This made the whole hospitality experience active, informative and above all engaging and memorable.

    Key Facts

    • Delivered unique client experiences
    • 5th crew member spots successfully used for PR and media promotions with a number of celebrities invited onboard to generate additional media coverage
    • 6 European Cities visited each year
    • Additional boat promotions and sailing days staged in London, Sydney, San Francisco, Dubai and Singapore
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