SailGP unveils its first global marketing campaign

SailGP is kicking off its first global marketing campaign with a spot called It’s Not What You Think, which aims to highlight that “SailGP isn’t sailing in the traditional sense”.

The campaign (below), which launches a month in advance of SailGP’s first 2020 event – the Sydney SailGP on 28 February – showcases the F50 flying catamarans; inshore format racing; the athleticism of the sport; and the broadcast innovation of SailGP.

“This campaign aims to be our introduction to the masses.”

It was created by ad agency GBH and directed by Max Fisher for Knucklehead.

SailGP CMO Tim Godfrey said: “We’ve been driven by the goal of introducing a modern, redefined nation-versus-nation sporting experience to a global audience and this campaign aims to be our introduction to the masses.”

GBH creative director and founder Peter Hale, said: “SailGP is something completely new, but comparable to other mass audience sports in that it doesn’t require a longstanding relationship in order to feel passionate about it. The campaign will operate on an emotional level to appeal to a diverse and international audience in what could be their introduction to this adrenaline-filled global racing championship.”