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World Sailing launches new strategic positioning

by Daniel Smith, World Sailing 4 Oct 2016 17:14 BST 4 October 2016

World Sailing is pleased to announce a new strategic positioning for the sport, expressed in a new, fresh and modern brand identity.

A stronger and more contemporary visual identity alongside a new vision and mission puts sport, nature and technology at its core and fully completes the transition from the International Sailing Federation (ISAF) to World Sailing which commenced in November 2015.

The new brand identity has been rolled out across World Sailing's digital properties alongside the release of a short film highlighting sailors, coaches, sailing fans and sports fans reinforcement of the new positioning. Click here to view the film.

World Sailing's Vision and Mission:

Vision: A world in which millions more people fall in love with sailing; inspired by the unique relationship between sport, technology and the forces of nature; we all work to protect the waters of the world.

Mission:

To make sailing more exciting and accessible for everyone to participate or watch; and use our reach and influence to create a sustainable future for our sport and the waters of the world:

  • To create, and regulate, exciting competition events to showcase the natural power of wind driven water sport;
  • To build a strong profile and image for sailing – using our key points of difference to resonate with people and give them a lifetime of sport;
  • To create a tangible sustainability programme that maximises the positive effect that the sailing community can have on our environment.

All of this can be encapsulated in a simple message: sport, technology & nature in perfect harmony.

World Sailing CEO Andy Hunt commented, "World Sailing has to adapt and seize opportunities and our new positioning captures both the substance and emotion of why we all have a passion for sailing.

"A more contemporary brand identity for World Sailing represents our new proposition to ensure we stand out in what is a very crowded marketplace and provide us with the flexibility to meet the communication needs of a modern, complex, multi-channel organisation.

"We hope that new brand identity will resonate well with fans, sponsors and the sailing community and captures the collective desire of Sailors to be the guardians of the Ocean.”

At World Sailing's 2016 Annual Conference in Barcelona, Spain the new brand will come to life, enabling the sailing community to explore how to maximise the impact of the new Vision and Mission.

Sailing will be laying down plans for a healthy sustainable future for the sport, as well as the more specific subject of sustainability in the waters of the world. The dialogue and engagement will be centred on an overarching theme of, 'Our Sustainable Future'.

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