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The Vadym Hetman Cup Yachting Race

Situation

In February 2000, Romyr & Associates was approached by a group of bankers, former colleagues of the late financier Vadym Hetman, to assist in launching a new international sporting event - a sailing race for the Vadym Hetman Cup. Our task was greater than simply getting ink for a yachting race. The goal of the event was twofold: to demonstrate the capabilities of Ukraine's yachtsmen by holding an international competition and to unite Ukraine's business circles in promoting the values of professionalism, quality, and fair play. We further sought to position event sponsors as businesses that preach and practice these values, a challenging feat in an environment where simple mention of a company's name is viewed as advertising.

Strategy

Working closely with the organizing committee, Romyr positioned the Hetman Cup race as a major sporting event. We jumpstarted the communication program with a news conference that not only served as a venue for sharing information but also introduced journalists to the world of yachting. This event allowed us to establish personal contact with the reporters covering sports news and introduce them to the philosophy of competitive sailing.

To increase coverage and have it graduate from sporting to mainstream news, we secured media sponsorships from Ukraine's major media outlets. In addition to placing our advertising, they dispatched reporters who covered the race and the atmosphere pervading the entire event in a positive light.

We invited journalists to witness the race from the comfortable surroundings of a Kyiv Sea yacht club. After the adrenalizing experience of a glider flight over the Kyiv Sea, the reporters enjoyed an opportunity to interview race participants, organizing committee members, and VIP guests.

Results

The results of this event were impressive. Ukrainian television devoted over ten hours of coverage to the Race while Ukraine's premier publications, such as Zerkalo Nedeli, PiK, Holos Ukrayiny, Uriadovyi Kurier, and others, printed over a dozen feature stories. The Hetman Cup race became widely recognized as one of the most successful sporting events of the year 2000.