| Sweden. Ericsson uses VO60 race boat as promotional tool in the Asian Pacific region |
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| Wednesday, 22 February 2006 | |
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Company news: Ericsson is taking the spirit of the Volvo Ocean Race to new horizons. The VO60 boat is embarking on a tour of Asia, with hospitality sailing at regional markets en route. Ericsson's VO60 hospitality sailing program was launched in June 2005 to bring awareness and understanding to Ericsson's participation in the Volvo Ocean Race. In Vigo and Cape Town, the boat became an ocean-going platform for business, hosting a number of successful hospitality sailing days. The VO60 has now changed course and embarked on a tour of the Asia-Pacific region. Ola Rembe, Ericsson media relations and head of communications for the Ericsson Racing Team, says the boat is taking the spirit of the event with it. "It's about bringing the race to Asia," he says. "And giving the Asia-Pacific market a chance to leverage on the investment the company has made in the Volvo Ocean Race." The chartered VO60 will cover five markets in as many months – Malaysia, Indonesia, Singapore, Thailand and China – striped in the Ericsson colours. Iriani Kamaluddin, marketing communications manager for Malaysia and South East Asia, says it is an area untouched by the Volvo Ocean Race, yet firmly embraced by Ericsson. "Asia-Pacific has a combination of emerging and advanced markets and as such, it's an important region for us," she says. Other locally-run VO60 hospitality programs will continue at VOR stopovers. Both programs will use the boats as a platform for customer and business building activities, and the chance for many to witness first hand what the Ericsson crew experience at sea. "Asia has really caught on to our VOR concept," Rembe says. "They are basing their plans on a combined business, internal, community and sailing focus.” The first port of call was Langkawi, Malaysia, where the emphasis was on staff participation and building internal pride. The boat took part in the Royal International Langkawi Regatta 2006, with four Ericsson employees sailing as part of the professional crew in the main race. Meanwhile, in Singapore, the VO60 will be the centerpiece of the 20-year celebrations of Ericsson's commitment in the country. Hospitality sailing with customers will be ongoing throughout the tour. A typical day consists of a business meeting with technology updates, in-depth discussions and demonstrations, followed or preceded by a boat trip. The VO60's four-man Swedish crew is led by experienced skipper Tomas Blixt, who says the day is not all plain sailing. "They think we are joking when we tell them we are lazy Swedes and they have to do all the work," he says. "They are often quite surprised and not really dressed for the occasion – high heels, skirts and suits – we've seen it all!" The customers hoist the sails and steer the boat; it is a mini sailing school and the crew are on hand to coach and assist, and to ensure their safety onboard. Blixt adds: "They often tell us what a great time they have had and they definitely want to try sailing again." To date, over 850 customers have enjoyed Ericsson's hospitality sailing experience and a further 160 customers are expected to board in Asia. The Asia-Pacific tour will conclude in Singapore, in June, at CommunicAsia, wrapping up Ericsson's VO60 hospitality sailing programme just days after the yachts pass the Volvo Ocean Race finish line. |
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| Last Updated ( Wednesday, 22 February 2006 ) |
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