From October 2017 to June 2018, this was Alpha's longest project to date. The challenge? To keep generating content as the race went on. Our project (and the race) started in Alicante, Spain where we gave each of the team's on-board reporters a Seamaster Planet Ocean watch to wear and photograph during their journey around the world. This infused OMEGA in the daily action of the race and generated great still and moving content as the race progressed.
As a way of bringing awareness to the fantastic job of the on-board reporters documenting the race, we designed a moving exhibition which stood outdoors and showcased a selection of the 10 best images taken during the race. As the race went on we added more an more images.
To complete our full 360º involvement, our contribution involved the building of a giant OMEGA logo, set within the spectator village. At 1.8m tall and 12m long, it certainly made a statement particularly since the branding could be seen from aerial coverage of the race. Visitors couldn't resist climbing over it taking selfies against it. Overall it provided organic sharing and tagging of OMEGA in thousands of posts.
The super-sized OMEGA sign was engineered by Cape Town-based agency, Rocketfuel, and was designed to be transport-ready. The entire structure travelled to three race stops: Newport - Cardiff - The Hague after which it has been used at other OMEGA sports events such as golf tournaments in Dubai and Switzerland.