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In October 2016, Mallory Group was appointed to lead the global marketing communications strategy for the international paint and chemicals manufacturer, AkzoNobel, and their entry into the Volvo Ocean Race - the longest and toughest sporting race in the world.
AkzoNobel is a Dutch multinational company producing speciality chemicals, coatings and paints that are used by both industries and individual consumers. The company employs in excess of 45,000 people globally with activities in more than 80 countries.
The objectives of AkzoNobel’s involvement in the Volvo Ocean Race was to increase brand perception with business, media and investors, increase sales of AkzoNobel products and drive internal pride with employees globally.
Mallory Group constructed a marketing communications strategy that harnessed the emotion of team AkzoNobel, focused around showcasing core brand values of teamwork, leadership, innovation, sustainability, performance and safety through the sailing and shore team. The communications team provided communications toolkits for all of AkzoNobel’s markets engaged in the sponsorship and managed local media relations to deliver maximum PR output to target media.
We created quality content and tactical media opportunities to showcase AkzoNobel’s products using using the Volvo Ocean Race as a ‘test bed’ for proving the performance and capabilities of their products.
Staff at AkzoNobel were granted exclusive opportunities to meet with the sailors and visit the Volvo Ocean 65 boat at stopovers around the world. The Mallory Group communications team created bespoke employee content, alongside the ongoing team communications, that was used to engage employees and bring AkzoNobel’s company purpose to life.