Volvo Group takes Volvo Ocean Race Abu Dhabi preparations up a gear

Volvo Group representatives tour the Volvo Ocean Race Destination Village in Abu Dhabi city © Saeed Jumoh

Swedish car giant activates partners to help move UAE Capital hosting to 'Next Level'

The Volvo Group, a world leading manufacturer of trucks, buses, construction equipment and drive systems for marine and industrial applications, spearheaded a fact finding mission to Abu Dhabi city to gear up its activation programme ahead of the UAE capital's Christmas-New Year 2014-15 hosting of the iconic Volvo Ocean Race – the global round the world sailing event.

The delegation from the group's Swedish headquarters and Middle East and Africa representatives from across its Volvo Cars, Volvo Trucks, Volvo Penta and Volvo Construction brands met in the UAE capital to begin roll-out of its regional campaign to help take the highly anticipated Abu Dhabi stopover to 'the next level'.

"Abu Dhabi was a stand-out stopover experience in the last race, we know this time around it will leapfrog to whole new level," said Karin Bäcklund, Director of Global Sponsorship, Volvo Cars.

"Abu Dhabi is one of our key 'show & tell' markets for international customers and partners, so we are expecting to significantly increase the number of guests we will bring in for the next stopover."

Bäcklund also confirmed that Volvo Cars will use the Abu Dhabi stopover - which runs mid-December 2014 to 3rd January 2015 at the purpose-built Destination Village on the capital's sweeping Corniche breakwater - for the regional launch of a new car model, which is currently being kept under wraps.

"The MENA region is one of our fastest growing markets and it makes sense to unveil our newest offering at the Volvo Ocean Race stopover, which will see high visibility from domestic and international consumers," added Bäcklund.

Abu Dhabi Tourism & Culture Authority (TCA Abu Dhabi), which is behind the stopover and also owns Volvo Ocean Race contesting outfit Abu Dhabi Ocean Racing, is planning to significantly enhance its award-winning stopover delivery, spreading the activation out across the city with stakeholders to create a hugely interactive two week event.

The authority is pushing forward a package-strong and tourism-driven event, including a fan-friendly Destination Village, as well as a compelling entertainment programme to leverage the seasonal holiday dates, from headline New Year concerts, a wealth of family activities, schools programmes, on and off water activation and cultural and heritage displays throughout.

TCA Abu Dhabi is once again working closely with a number of government bodies to successfully deliver the stopover, including Abu Dhabi Sailing & Yacht Club - the Official Host Yacht Club and key partner in the roll-out of the stopover and junior sailing initiatives; the Abu Dhabi International Marine Sports Club - Technical Headquarters, which will be home to the team areas and international television broadcast compound, and the Event Security Committee, Ministry of Interior, Critical Infrastructure & Coastal Protection Authority, Department of Transport, SEHA, Abu Dhabi Customs, Abu Dhabi Municipality and Abu Dhabi Airports Company.

Abu Dhabi, with a plethora of natural islands and over 400 kilometres of pristine coastline, is home to range of luxury waterfront resorts and public beaches and its watersports offering encompasses sailing excursions, catamaran island cruises, speedboat tours, excursions on traditional 'dhow' boats, diving expeditions, deep-sea fishing, kayaking and leisure cruises.