Louis Vuitton & The America's Cup
Since 1983 Louis Vuitton has given its name to the Challenger Selection Series for the Americas Cup known as the Louis Vuitton Cup.
The Brief
Louis Vuitton sought to raise it’s brand awareness & its association with the oldest and one of the most prestigious sporting trophies in the world. AC Management sought to bring the excitement of the event to viewers around the world.
Key Message
To promote the values of excellence, innovation, and the subtle balance between tradition and modernity of the Louis Vuitton brand.
Target Audience
An upscale elite group of people with a high disposable income and discerning tastes.
The Solution
An integrated package which included vignettes, live action from the events, long form highlights programming and special feature programming.
- In the run up to the event, BBC World produced a series of vignettes on Valencia capturing the spirit and excitement in the town in the run up to the event and a further series profiling the 12 teams.
- During the event BBC World produced a series of 'Sailing Updates' which featured action from the day's racing in a LV sponsored segment embedded within the BBC World Sport programmes Sport Today
- BBC World produced a LV sponsored edition of fast:track from Valencia
- Sponsored High-lights programmes for both LV Cup and The Americas Cup
Client Comment
"It was a real pleasure to collaborate with BBC World during the last Louis Vuitton Cup. Their creativity was a strong asset for such a brand as Louis Vuitton. BBC World has totally understood the spirit of the most prestigious yachting competition. I think they succeeded in sharing our passion for this great event"
Pietro Beccari
Senior Vice President Product and Communication
Valencia Views
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