“I’m sure having a young women sailing solo around Antarctica

would attract a lot of attention.

It would be an amazing achievement as it is hard to think of anything more adventurous for a young woman to do.”

Robert Williams coordinator of Antarctic Cup Ocean Race

Contents EXECITIVE SUMMARY

DEMOGRAPHIC

KEY BENEFITS

BENEFITS EXPANDED

MEDIA

MEDIA CHANNELS

THE RACE

THE RECORD

THE COURSE

THE SAILOR

THE BOAT

EXAMPLES OF CAMPAIGNS

CASE STUDY – JESSICA WATSON

REFERENCES

PROGRAM OUTLINE

CONTACTS

Join Lisa and become a part of history. Lisa is taking sailing to the extremes and aims to set the world record

for:

The first female to compete in the Antarctica Cup Ocean Race;

The first female to circumnavigate Antarctica;

The first female to circumnavigate below latitude 45° south;

Break the current speed record of 102 days, 1 hour, 35 minutes and 50 seconds.

Lisa will be the second competitor to take on the Antarctica Cup Ocean Race sailing on the Antarctica Cup

Racetrack and will be the third person in history to achieve such a challenge. A strong marketing plan will

attract extensive media exposure in Australia and internationally during Lisa’s record attempt. Lisa aims to

complete the circumnavigation in 90 days.

Opportunities exist for partners offering strong national media coverage as well as global coverage, external

engagement (B2B, B2C) opportunities, internal engagement (employee recognition) opportunities, brand

recognition and awareness, the opportunity to develop an emotional connection with the consumer,

environmental responsibility and lastly gain clear visibility in today’s cluttered market.

Lisa will be departing from Albany in Western Australia, mid December 2014 to

complete her circumnavigation of Antarctica solo, non-stop and unassisted.

Executive Summary

THE PROFESSIONAL GROUP

The educated corporate executive, the CEO and the leaders of their industry can often be found taking a break from the office to indulge in the gentleman’s sport of sailing. Sailing is also all about team work and is often used by professionals to ignite a sense of team.

ATTRACTING A YOUNGER CROWD

As technology advances, the industry of sailing is also progressing in leaps and bounds creating faster more sleek designed boats adding sex appeal to sailing and capturing the minds of the extreme sport enthusiast. As sailors battle furious storms and surf down gigantic ocean swell the younger crowd tunes in to join the sailor in the rush of this extreme sport. Another added bonus of these technological advances is that we can also receive footage and photos of these moments while the sailor is still in the storm helping to place the audience in that same storm right beside the sailor so that they can experience the extreme nature of this sport right from their living room.

THE EVERYDAY AUSSIE

Because of Lisa’s every day ‘regular’ background she envisions capturing the hearts of the everyday Aussie with this adventure as they become inspired with what is possible when you dream. Jessica Watson is a prime example as she captured the heart of Australia not just because she was young but also because she dared to dream and to achieve that dream.

Demographic

Promote values like; COURAGE,

DETERMINATION, BRAVERY, and

INSPIRE others to follow their dreams.

Key Benefits

EXTERNAL ENGAGEMENT

Remarkable opportunities exist to implement external engagement. At cost there are

chances for events offering B2B and B2C at Lisa’s departure and arrival, promotional

tours, post record events and corporate sails. Lisa would like to sit down with you

and discuss your goals to develop a strong partnership.

INTERNAL

ENGAGEMENT

Employee recognition - What

better way to inspire and

encourage your staff than by

helping them become inspired

and excited with this

adventure. Get your staff

involved on all aspects of the

journey from helping Lisa

prepare the boat and pack the

food to following the live

tracker and receiving Lisa’s

blogs. Encourage your staff to

offer words of encouragement

to help Lisa through tough

times. Share the sense of

accomplishment around.

BRAND AWARENESS

What better way to promote your brand nationally and internationally than by

branding the hull and sails of Lisa’s vessel to stand out as a larger than life billboard

that Lisa will sail around Antarctica. This billboard would be seen in every aspect

from the world’s media to the individual viewer at her impressive arrival back to dry

land. Some successful brands are Hugo Boss, Groupama, Oracle, Ella Bache` and

Puma just to name a few.

BRAND ASSOCIATION

Associate you’re brand with the spectacular imagery of the Southern Ocean, both majestic and hauntingly beautiful with a ruthlessness that will chill the spine. Onboard Lisa will be sailing down waves the size of small apartment blocks, past ice bergs, welcome visits from albatross and whales alike whilst capturing it all on camera. You will be able to use approved images and videos for promotional use.

ENVIRONMENTAL RESPONSIBILITY

Sailing is an environmentally clean and sustainable sport. Lisa will use the power of the wind, the sun and motion through the water to complete this challenge with as little environmental impact as possible. The vessel will be equipped with an alternate energy source from the inboard engine to cope with on-board power requirements for, running computers and for navigation communication equipment. Minimal use will be made of fossil fuels, and then only in emergency situations. Only bio-degradable waste will be discharged with all other refuse being retained on-board for disposal at the end of the voyage.

CLEAR VISIBILITY

As Lisa captures the interests of the world with this epic voyage your brand will be gaining clear visibility in a cluttered market alongside her.

EMOTIONAL CONNECTION

Develop an emotional connection with consumers as they tune in to Lisa’s website and surrounding exposure to watch her battle with the ocean and sail around Antarctica. Little more than 8 years ago Lisa was a university graduate of visual arts/ education, a regular person who made a choice to follow her dreams. She is your every day Australian and because of this people will connect with her journey and from there with your brand.

Lisa getting interviewed after her 1,300km fundraising bike ride.

A comprehensive media and promotions campaign will support Lisa’s solo circumnavigation of Antarctica, which

will capture the imaginations and hearts of those following her courageous adventure.

The eyes of the world will be informed and updated through a series of local, national and international

promotional and media opportunities and initiatives including, but not limited to:

PRE AND POST VOYAGE

Media launch of the record attempt, official naming of the vessel and launching, media interviews and profiles

generated through radio, TV, print, online, and regular blogs on her progress and journey, online promotions of

sponsor support and involvement, social media updates – Facebook, Twitter, departure and arrival events, and

surrounding media.

DURING VOYAGE

Media interviews during the voyage, blog updates, daily sked report, regular media updates of the voyage

through radio, TV, print and online, social media updates, video diaries capturing the emotions and struggles of

Lisa as she sails solo. Please click on this link to view a previous video diary.

http://www.youtube.com/watch?v=9X70FMDo3ls&feature=youtu.be

Media

Media Channels

TV

ONE HD,

Channel 7,

Southern Cross TV,

WIN,

ABC,

SBS.

Newspapers

The Australian,

The Weekender Australian,

The Herald Sun,

The Herald Sun Sunday,

Queensland Times,

The Sunday Times,

Whitsunday Times,

Gold Coast Bulletin,

Courier Mail,

Sunday Mail,

Daily Telegraph,

Sunday Telegraph,

The Mercury,

The Brisbane Courier Mail,

Sunshine Coast Daily.

Online

www.news.com.au

www.mysailing.com.au

www.sailnet.com

www.sailinganarchy.com

www.sail.co.uk

www.yachtingmonthly.com

www.yachtsandyachting.com

www.sailingscuttlebutt.com

www.sailing.org

Radio

ABC National,

91.9 Sea FM,

Hot FM,

Triple J,

SBS Radio,

Australian Radio Network.

Local, national and international media will be approached to cover Lisa’s record-

breaking race. An integrated media campaign will enlist and garner the support of

the following media channels, thus achieving and maintaining awareness of the

voyage including:

Magazine

Australian Geographic,

Australian Sailing,

Women’s Fitness,

Inside Sport,

Yachting Monthly,

Living Now,

Sails,

Sailing World,

Blue Water Sailing,

Cruising World,

Offshore Yachting,

Yachting and Boating World.

Media

The Race

Lisa will be the second competitor in history to take

on the Antarctica Cup Ocean Race (ACOR) that was

founded by Chairman Robert Williams. The

Antarctica Cup Racetrack is a three lane racetrack

circling Antarctica between 45 south and 60 south,

complete with Ocean Zones, Sectors, and Gates,

starting and finishing in Albany. Gates are named

after famous Antarctic expedition leaders and famous

yachtsman and yachtswomen.

Fedor Konukhov entered the ACOR in 2008 racing his

yacht Trading Network Alye Parusa, an 86 foot long

aluminium high performance racing yacht. Fedor was

the first to complete the ACOR, sailing his huge yacht

solo without stopping arriving back in to Albany after

102 days, 1 hour, 35 minutes and 50 seconds at sea.

Lisa intends to break his record.

The Record

Lisa aims to become the:

First female to compete in the Antarctica Cup Ocean

Race;

First female to circumnavigate Antarctica non-stop, solo

and unassisted;

First female to circumnavigate below 45° south;

And, break the current record set by Fedor Konyukhov.

Russian sailor Fedor completed the 16 400 nautical mile circuit

in 102 days, 01 hours, 35 minutes, and 50 seconds on board his

86’ aluminium sailing vessel ‘Alye Parusa’. Only one other has

ever been successful in this circumnavigation when Jon Sanders

set the original record 18 years before Fedor beat it in 2008.

Lisa is aiming to complete the circuit in 90 days.

The Course

Lisa will depart from Albany WA and travel

east towards New Zealand keeping below

45° South and above 60° South throughout

the entire course. She will make her way

across the South Pacific Ocean and round

the infamous Cape Horn, the most

southern tip of South America. From there

she will need to be on alert for ice bergs as

she tracks across the South Atlantic Ocean

past Africa then on to the Indian Ocean

and back to Albany WA. Lisa estimates

that the voyage will take approximately 90

days to complete and she will have

travelled over 16 000 nautical miles.

THE SAILOR – Lisa Blair

Enthusiastic, exuberant and passionate about sailing, Lisa is an asset to

any team. Lisa began sailing professionally in 2006 after completing a

Bachelor of Education and a Bachelor of Visual Arts at university and

has since clocked up more than 50 000 nautical miles of ocean sailing.

Recently Lisa circumnavigated the world in the Clipper 2011-12 Round

the World Yacht Race where she was a key player and watch leader in

taking out an impressive 12 wins, 1 second and 2 thirds out of a total 15

races, including the overall race victory. After competing in the Clipper

RTW Race Lisa went on to complete a contract for Alex Thomson Racing

in Singapore, Malaysia and Vietnam onboard their 60 foot racing yacht

sponsored by Hugo Boss. Lisa is currently working for Southern Cross

Sailing Adventures in the Whitsundays. Lisa holds an RYA/ MCA Yacht

Master Offshore, a Master Class 5 (Australian Skipper ticket) and her

MED 3 (Marine Engineering). At the age of 28 Lisa is now looking to

complete her next challenge and sail solo in the Antarctica Cup Ocean

Race.

The Boat RADFORD IOOD 50 (International Open One Design)

Name: Sea Quest – Launched 2002, designed by Graham Radford and built by McIntyre Marine Composites The IOOD50 is designed specifically for short-handed, long distance racing. The cockpit and cuddy

cabin is ideal for the purpose with all the control lines leading to the relatively small cockpit where

everything is within easy reach. The cockpit has life raft stowage and four large tail boxes for all

the sheets and halyards. The cuddy cabin gives excellent “on deck” protection for the sailor and

further shields the watertight companionway door. There are four watertight bulkheads. The keel

foil is fabricated from 2205 duplex stainless steel, which is plasma cut from plates of various

thicknesses. All aspects of rudder and steering incorporate double redundancy and the ability to

sustain major impacts without damage. The hull and deck are FRP / foam sandwich construction

with high-density foam in the slamming areas of the hull and compression areas of the deck.

Custom engineered by Allyacht Spars QLD, double spreader anodised with internal sleeve. The

design has American Bureau of Shipping plan approval for Category O.

What is so unique about Sea Quest is that her current owner had just completed a major re-fit in

preparation of his own solo circumnavigation of the world however was unable to complete his

record attempt and is now selling the vessel with all the necessary equipment for $150 000.

Examples of Successful Campaigns

Case Study – Jessica Watson

In May of 2010, Jessica Watson became the unofficial youngest person to sail non-stop and unassisted around the world capturing the hearts of Australia and

the world. Lisa anticipates a projected outcome similar to Jessica Watsons Voyage as such would like to offer the following evaluation for consideration.

- 63 000 people visited Jessica’s website the day she left and

stayed an average of 4minuets.

- Only 320nm into her epic 23 000nm journey Jessica had already

gained

o 400 000 hits per day on her website,

o 1000 comments per day on her blog,

o Reached over 170 countries,

o Media team were receiving over 100 calls per day from

people wanting more information.

- 3 months in and Jessica has received 28 000 visits daily and had

attracted over 671 000 unique visitors.

- At Jessica’s homecoming her website received 225 000 visits and

182 000 unique visits.

- Jessica’s Facebook fans reached 27 000 and she had 4 500

followers on twitter,

- From lead capture forms Jessica’s database holds 157 000 active

members and 26 000 email addresses.

All of this exposure without even including the millions of dollars

of media exposure gained.

References

To Whom it may concern,

Lisa Blair joined the Hugo Boss IMOCA 60 in Vietnam at the beginning of August on a temporary basis. During the

month she has been with us we sailed from Vietnam to Singapore, an exceptionally rough upwind trip. In Singapore,

we completed 8 days of hospitality sailing.

During this period, she performed all tasks with enthusiasm and to a high standard. She takes great pride in her work

and shows initiative. Leaving Vietnam we sailed upwind into 25-30kts for several days, and she displayed solid

seamanship skills. I never hesitated to leave her at the helm. During our corporate sailing days she was always

friendly, polite and considerate with guests even in the most sweltering conditions.

I have no hesitation in recommending Lisa, and wish her all the best with her future endeavours.

Please call me if you have any questions: +44 7917442090

Yours Sincerely,

Simon McGoldrick Captain Hugo Boss 60’

27th August 2012

To Whom It May Concern Lisa Blair is a strong independent and hard working sailor. Lisa joined Gold Coast Australia in June 2011. It became apparent early on that Lisa was a very driven quick learner and hard worker. Lisa is a natural sailor and grasped the aspects of sail trim well during the race and will eagerly advance to more powerful racing yachts when she gets the opportunity. Due to Lisa’s high size to strength ratio, agility and no fear attitude she promptly took the role of bowman (or bowgirl) and performed the job extremely well rain, hail or shine. Lisa has good control of the yacht and was our best helmsman during the race. Lisa will happily surf down waves at over 25 knots and keep her focus to drive the boat onto the next wave as she communicated well with the trimmers and other people on deck. Throughout the race Lisa developed her leadership and management skills and became a watch leader for the last half of the race. Lisa managed the crew beyond expectation and keeps them happy and focused on sailing the boat well and safely. Lisa has proven herself to be a good sailor and possesses good knowledge of seamanship and navigation. I’m sure Lisa will do well in any future endeavours she wishes to undertake. Richard Hewson - Captain Gold Coast Australia +61416053204 AUS

Program Outline

TIME LINE DECEMBER 2013 – Confirming sponsorship contracts, finalising contracts.

JANUARY 2014 – Buying of the boat, sails and training in Australia.

FEBERARY 2014 – Training and provisioning for Tasman Sea ocean crossing.

MARCH 2014 – Deliver vessel to New Zealand for the Solo Trans Tasman Yacht Race, completing race qualifier.

APRIL 2014 – Last preparations, racing in Solo Trans Tasman Yacht Race, racing from New Zealand to Australia.

MAY 2014 – Finish Solo Trans Tasman Yacht Race and prepare for re-fit of vessel.

JUNE 2014 – Complete re-fit of vessel.

JULY 2014 – Deliver vessel to Hobart, sail training Promotions.

AUGUST 2014 – Circumnavigate Hobart for training, deliver yacht to Sydney.

SEPTEMBER 2014 – Medical training, corporate sails.

OCTOBER 2014 – Deliver Yacht to Albany for start, corporate sails, boat out of water for antifouling.

NOVEMBER 2014 – Corporate sails and final preparations.

LATE DECEMBER 2014 –Begin race and record attempt.

JANUARY and FEBUARY 2015 – Racing.

MARCH 2015 – Complete record-breaking race. Post voyage promotions.

APRIL 2015– Promotions and corporate sails with opportunities for an ongoing partnership

Contacts

Lisa Blair

Phone - +61 (0) 431 3020 88

Website: www.LisaBlairSailstheWorld.com

Email: admin@lisablairsailstheworld.com

Facebook – Lisa Blair Sails the World

Please note that Lisa is currently working at sea as skipper of a 68 foot yacht and is away on three day tours in the

Whitsunday region but will return your call and reply to your email as soon as she is back on land. Lisa apologises for

any inconvenience.