Cowes Week appoints Gabrielle Shaw for brand refresh

Sailing regatta Cowes Week has hired Gabrielle Shaw Communications to help position itself as a luxury event in 2016.

Each year the event attracts up 7,000 mixed ability sailors to race off the Isle of Wight coast
Each year the event attracts up 7,000 mixed ability sailors to race off the Isle of Wight coast

With the new appointment, Gabrielle Shaw is promising to 'usher in a new age' for Cowes Week that will assert it as a premium experience for both spectators and competitors. 

Organisers are also looking for the agency to highlight Cowes Week as a key event in the British summer sporting calendar. 

The regatta, which falls on 6-13 August in 2016, is one of the longest-running sporting events in the UK. Each year it attracts up 7,000 mixed-ability sailors to race off the Isle of Wight coast.

While details of this year's brand activations are yet to be revealed, 2015 saw Volvo create a sailing simulator and Nyetimber activate with a routmaster bus, meanwhile Mahiki opted for a tiki-themed venue

Gabrielle Shaw Communications has previously worked with Peroni Nastro Azzurro at Cowes Week, for its sponsorship of the Swan 45 class racing yachts.

Gabrielle Shaw, founder of Gabrielle Shaw Communications, said: "We are delighted to be working with Cowes Week and look forward to a very exciting 190th anniversary year. It plays well to our experience in strategic positioning for brands in the lifestyle arena.

"As a resident of the Isle of Wight I also have a great understanding of Cowes and the area, so it is wonderful to be involved."

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