At the Barcelona World Race with Hugo Boss & Safilo

Safilo & Hugo Boss
Hugo Boss

Our responsibilities

Strategy and coordination Media relations Sports Marketing Visual Design Events management Production support

Dedicated to all sailing enthusiasts, the “Barcelona World Race @ The Start With Hugo Boss” contest took place from October 1st to November 15th, 2010 in five European countries: Italy, Spain, France, Germany and the United Kingdom. The initiative is supported by an advertising campaign conducted on some of the major European sports magazines and by an intense promotional activity on the main points of sale. The initiative basis is a website in five languages ​​with information on the product, the yacht and his skipper.

For each country, a winner was raffled to receive a four days trip for two to Barcelona, ​​from December 30th to January 2nd, 2011. The winners had the opportunity to spend an unforgettable holiday at the end of the year in Barcelona, to experience the special atmosphere of an exciting regatta and meet the crew of the IMOCA 60 HUGO BOSS. On December 31st the boat is in fact on the starting line of the Barcelona World Race, the round of the world, double-handed, non-stop along a route of 25,000 miles.

Actively involved in all phases of the project, ISM took care of verifying the feasibility of the project in the five countries involved, drafting the regulation, promoting the competition with communication and planning advertising initiatives, developing the structure of the related website. ISM also followed the development of the competition until the final stages, the awarding of prizes, the organization of the trip and the management of guests on site.

The Safilo Group is a leader in high-end eyewear and at the world’s top in the field of prescription, sunglasses and sport eyewear. Safilo markets its own-brand collections and licensed lines on the world market. These include HUGO BOSS, a German brand operating in the fashion industry, which is responsible for several sports marketing projects in areas such as football, golf, tennis, F1 and sailing.