Case Study – Powerling’s Vendee Globe Sponsorship and Company Key Messaging
The objective for Powerling called for crafting key messaging for use in marketing campaigns; specifically, in their sponsorship of sailor Rich Wilson in the famed Vendee Globe Race, and more generally in creating Powerling specific marketing content. Messaging needed to draw strong parallels between Powerling, Rich Wilson, the Vendee Globe event and highlight the value Powerling provides clients. Our initial intake meetings gave us a good understanding of their reasons for sponsoring Rich in the race and told us a great deal about Powerling’s company values. Now we needed to connect the dots.
Something that stands out and is one of the strongest commonalities among the three is the notion of understanding through experience. In our discussions with Powerling, we learned that their translators must have experience living abroad. Powerling is adamant this is the only way to truly understand the language one translates. Rich Wilson’s years of sailing experience is vital to making him a viable candidate to, not only race in, but finish the event. The Vendee Globe asks for more than good sailors – it requires survivors. Isolation, physical fatigue and extreme weather conditions combat all sailors racing the Vendee Globe. Rich, by way of his experience, is more than a sailor, he is a survivor.
Understanding experience provided the foundation for other impactful parallels including: preparation, motivations, and results, elements which connect and further define the core values of all three parties.
Powerling’s company specific marketing needed to assess the value provided to clients. Translation is the service, but the value to clients is much more. Powerling is not just a translation service provider; they are problem solvers for their clients. They work with client marketing teams, promote ideas, help unpack cultural nuance, and they ensure, to best of their abilities, that the strength and spirit of a client’s original message or idea is not lost in translation.
Powerling’s client relationships are not transactional; they are partnerships that facilitate new business for clients. This partnership is significant in defining a second key pillar: localizing success. Clients need solid translation service to break into new foreign markets; long term success in those markets requires a partner, one that works to make clients authentic, relatable and local. Powerling’s value lies not only in helping clients enter new markets, but making sure they continue to grow on their initial success there.