OCEAN RACE WORLD-CLASS REGATTA
The Ocean Race Europe 2025 Boka Bay pokazao je kako jedan međunarodni sportski događaj može da preraste u snažan alat za brendiranje destinacije. Umesto jednokratne event vidljivosti, projekat je Crnoj Gori doneo globalnu TV ekspoziciju, reputacioni kapital i dugoročan komunikacijski momentum. Upravo zato ovaj projekat prevazilazi okvire sportske komunikacije i postaje primer kako se sport, održivost i destinacijski marketing mogu spojiti u jednu snažnu i međunarodno relevantnu priču.
Challenge
The Ocean Race is a global sports and communication platform that connects sports, innovation and ocean protection through sailing, city activations, and the topic of sustainability. In practice, this format exceeds the limits of a sports event and becomes a platform for cities, destinations, and partners to communicate their impact, development, and values.
The 2025 final in the Boka Bay was the opportunity for reputational positioning of Montenegro, but it also presented a complex communication task: how to make a sport which is not part of the mass culture appealing for the general audience?
Solution
As the official agency for Serbia, Montenegro, Croatia, and Albania, we took the helm over all phases of PR support, digital marketing, and production. The strategy relied on combining international prestige with the topics of sustainability and education. We communicated the final as a race, while also taking the opportunity to globally promote the destination. Through cooperation with boat racer Milivoje Đukić, the theme gained a local context, whereas outdoor advertising at more than 150 locations ensured that everyone in the region was informed about the race. A seven-day program of concerts and workshops with the United Nations was realised in Tivat, adding an educational and social dimension to the event and turning an elite sport into a public festivity.
Results
- Onsite visit: More than 0 people in the Boka Bay during the final event days
- 0 video views
- 0 unique reach
- 0+ media reports in regional media
- Engagement rate: 0%
Conclusion
Through an integrated campaign, we made sure that the final of the elite race was more than a piece of sports news – a serious tool for destination branding, which put the Boka Bay on the world map and created an image that would last long after the sailboats left.
Contact us if you want us to make a queue of 100,000 people in front of your door.