For a race that starts and finishes in France, it was crucial that we appealed to a global audience. To do this, we needed to effectively communicate why this story and the fight for equity had implications for international women’s sport, and why the Vendée Globe is widely considered to be one of the toughest tests of physical and mental endurance in all of sport. We used data to educate, citing the fact that just over 100 people have successfully finished the Vendée Globe, compared to more than 6,000 people who have climbed Mount Everest.
Aware of the sensitivities that came before the announcement, we media trained Clarisse to help prepare for any press interviews, and this was especially important given that the interviews were conducted in both French and English.
Closely managed embargoed interviews were set up with global media outlets, giving Clarisse an opportunity to talk about her return to sailing and use her voice to inspire change in the conversation around maternity policies in sport and wider society. The embargoed interviews were coordinated to land around the international press release distribution for the announcement, whilst PHA also managed inbound international media enquiries.
The positivity of the coverage was immense, with campaign key messages integrated throughout, focusing on the natural partnership between Clarisse and her new sponsor given their shared values of empowering women.