Situation: In 2002, the Swiss banking giant UBS committed to be a lead sponsor of Alinghi, a Swiss challenger for the 2003 edition of sailing’s prestigious America’s Cup.

Challenge: UBS wanted to promote its sponsorship in the U.S., where the bank was virtually unknown and where competitive sailing has an elite but limited following.

Response: We created the UBS Challenge, a series of competitive regattas in six attractive wealth management markets from coast to coast. The winners of the regattas would compete in a finals in Newport, Rhode Island, sailing against boats manned by America’s Cup sailors, including members of the Alinghi team. Ancillary promotional programs extended the events into local school systems.

Result: Extensive favorable press including television coverage and European distribution plus a well-attended multi-day regatta and hospitality program in Newport.  The event strategy gave cost-effective visibility to the UBS name and its Alinghi sponsorship among well-targeted audience segments.

Event concept and management: Scott Macleod, Octagon Sports Marketing; Program management: Melanie Wright, UBS; communication strategy and branding: Neil Gluckin, UBS