BRINGING IT HOME

While the national and international press broadcast the America’s Cup across the globe, Team Locals were key to communicating to people of Portsmouth. They kept their huge local audience informed about the prestigious sporting event coming to their shores. We loved the aerial videos they did each year to show people where everything on the site was located. And it wasn’t just in the lead-up to the event either — their social media updates during the racing and their infectious passion for Team Land Rover BAR’s wins were instrumental in getting Portsmouth people engaged with the cup. I’ll be recommending their services to other big-scale events looking to reach a hyperlocal audience in Portsmouth.
— Dan Wilkinson, Communications Director, Louis Vuitton America’s Cup World Series Portsmouth

We approached the America's Cup World Series Portsmouth as we would, say, a Pompey Football Club game — with enthusiasm, passion, and excitement which we strived to make as infectious as possible. How? By getting genuinely excited for Team BAR's success!

Our work with ACWS Portsmouth was sparked by our coverage of Ben Ainslie Racing's announcements that Portsmouth would be their new base. We documented the construction of the base, the announcement of Land Rover as a team sponsor, and then came the cup itself.

2015

Our role in the first year of the America's Cup World Series Portsmouth was to establish a strong understanding of the racing locally with our audience, so that in the future, we could talk about it across social media in a less explanatory tone. This was achieved through in-depth articles following the development of the racing events.

 

INITIAL ANNOUNCEMENT

On 25th November 2014, we published the first article about the ACWS coming to Portsmouth. The story unveiled Deputy Chairman at the London Organising Committee for the Olympic Games, Sir Keith Mills, as the lead manager of the events, which sparked excitement. See the story »

 

ROYAL SUPPORT

Less than a month later, we excitedly announced Royal support from HRH Princess Anne, who visited the America's Cup World Series Portsmouth display at the London Boat Show to meet Sir Ben and Sir Keith. See the story »

 

VOLUNTEERS

One of our first local-centric stories in relation to the ACWS Portsmouth was about the Wavemakers — a team of volunteers from the city to aid in running the massive sporting event. This showcased organisers' efforts to provide local employment. See the story »

 

RESIDENT TICKETS

Our second local-centric ACWS Portsmouth story came in March 2015, when we wrote about how Portsmouth residents could get free tickets for the seaside sporting event. See the story »

 

TICKET SALES

A couple of weeks later, we wrote up the first ticket update — 85,000 sold. This was another opportunity to explain the ticket setup for the first year of the ACWS Portsmouth, and how tickets are split between the racing and concert. See the story »

 

ON-WATER SPECTATORS

Portsmouth, being an island city, had plenty of people wanting to watch the races from boats on the Solent. When on-water spectatorship plans were announced, we wrote about them, boosting ticket sales in a new demographic. See the story »

 

EVENING ENTERTAINMENT

Carly Rae Jepsen, Spandau Ballet, McBusted, and Wet Wet Wet were announced for the evening concert entertainment at the ACWS Portsmouth — we wrote stories for each act, and targeted social media posts to the core demographics of the musicians and bands.

 

ON THE TELLY

By May 2015, our influx of ACWS Portsmouth content was drawing in site and social media visitors from places far outside of our city, so we began publishing more general content too. Including an article about where the racing action would be broadcast. See the story »

 

LOCAL ECONOMY

In June 2016, we went along to the official launch of the Ben Ainslie Racing base in Old Portsmouth. While we were there, we interviewed council leader Donna Jones on a topic many locals had asked us about on social media: benefits for the local economy. See the story » and watch the video:

 

LOCAL INFRASTRUCTURE

“Portsmouth City is looking its best for America’s Cup World Series.” This was a spectacular headline to showcase how the America's Cup World Series Portsmouth benefitted the city, with many parts of the seafront renovated in preparation. See the story »

 

MORE ROYAL SUPPORT

A couple of weeks ahead of ACWS Portsmouth, we penned an article about the Duke and Duchess of Cambridge paying a visit to the city on the final day of the America's Cup World Series. All stories we run about Royal visitors get immensely positive responses. See the story »

 

ON THE RADIO

Just days before the start of the America's Cup World Series Portsmouth, our friends at the city's only local radio station, Express FM, got in touch to let us know they'd be covering the racing action on air. This pleased many members of our audience, who were passionate about supporting their local radio station. See the story »

 

A DAY-BY-DAY SCHEDULE

One of the reasons we're so successful at social media is, we always build a concise infrastructure behind our live content. We wrote up a legible day-by-day schedule on the Team Locals website, which we could send to people on social media in seconds if they had questions about the dates and times of certain aspects of the America's Cup World Series Portsmouth. Many other people also shared the schedule post. See it on the Team Locals website »

A GUIDE TO RACING

Though Portsmouth has a strong seafaring history and a sturdy sailing presence, we were still being faced by hundreds of questions every day about how the racing and scoring actually worked. So we wrote a concise guide to help local people out, explaining everything from how the foiling catamarans worked to the points system. This guide was viewed by thousands locally, and further afield, too. See it on the Team Locals website »

 

THOUSANDS OF SPECTATORS

After the year of work we'd invested in promoting the America's Cup World Series Portsmouth, it was brilliant to see such a huge turnout. It was also fantastic news for us to share with our readers. We published an enthusiastic article on our site about the thousands of event-goers. See the story »

 

LOCAL TEAMWORK

If there's one thing our audience loves, it's seeing businesses work together in the city. We wrote an article about how the America's Cup World Series Portsmouth was working with Portsmouth Historic Dockyard, showcasing their focus on benefitting the local economy. See the story »

 

REAL RESULTS

Another feel-good factor is seeing how local transport companies had to arrange strengthened infrastructure to keep up with the demand of all the visitors to the seaside. Hovertravel were one such company — they ran an extended timetable, which reflected the popularity of the ACWS. See the story »

 

HOME VICTORY

The ultimate feel-good aspect of the America's Cup World Series Portsmouth, though, was of course Land Rover BAR's win! They took first place, and the elated response from our social media audience and website readership was exhilarating. Portsmouth people showed their pride and support. See the story »

 

245,460 spectators

“America’s Cup organisers have unveiled that 245,460 spectators gathered along Southsea Seafront over the four days of the World Series events in Portsmouth.”

And so our first year of promoting the America's Cup World Series Portsmouth came to its fruitful conclusion, and we began working hard on promoting the second year of racing.

Here's a highlights video we created for ACWS Portsmouth 2015: