Ocean Racing Magazine - #5 - October & November 2007 - (Page Portrait)

PORTRAIT As Andrew Pindar’s new Open 60 hit the water during Cowes Week this summer, it was hard to think of a sponsor who, in the UK, has done more to promote sailing. By doing so, the Chairman of the Scarborough based printing company may have defied marketing orthodoxy, but has proved remarkably successful for consistently associating the image of his company to the values conveyed by our sport. We look back at his itinerary. ©B. Black/DPPI Andrew Pindar, in Emma Richard's arrival, 5th to Salvador de Bahia on Around Alone on 2002-2003 ANDREW PINDAR An enduring commitment ANDREW STARTED RACING on the East Coast of England some 25 years ago, by joining the toner circuit aboard a contention 30. A genuine interest in the sport was, of course, instrumental in convincing him to brave the harshness of the North Sea during winter trainings. However, by Andrew’s own admission, his real motivation was to get closer to the boat owner’s daughter Caroline, who later became his wife. Since then, his involvement with sailing has grown in the same way as his family printing company, which now employs more than 1500 people from all continents. Andrew was in charge of marketing the business when, back in 1985, he was asked to support the Scarborough Yacht Club's annual Yacht Race to Ijmuiden, on the Dutch coast. The interest was immediate: “Our industry was changing; we had to look at markets further ashore, so the race was a good excuse to visit customer’s plants in Holland! Technology as well, was changing the way we had to do business and there was already an increasing amount of technology going into sailing”Driving business value for supporting a local event was of course, partly dependent on getting media coverage. This was achieved by inviting British sailing icons Tracy Edwards, Tony Bullimore and Chay Blyth on the start line. In a nutshell, this initial experimentation enabled Andrew Pindar to test and validate the key ingredients forOcean Racing - october 2007 ming the basis of his communication strategy in the years to come. Indeed, since then, the Pindar Group has increased its hold in the sailing world with a strong element of empiricism, learning from past experiences to successfully develop new projects. Over the past few years, the Pindar Group has been associated with a surprising number of sailing disciplines, and there are very few top British Sailors who have not, at some point, been taken under the wings of the com-

Table of Contents for the Digital Edition of Ocean Racing Magazine - #5 - October & November 2007

Edito
Contents
What they said
News
Portfolio
America's Cup - One Cup or two?
Jules Verne Trophy - Cammas, down to 48 days ?
Personality - Missing Fosset
Mini - Thirty years of innovations
Transat Jacques Vabre
Portrait - Lemonchois, quietly and discreetly
Barcelona World Race - Duos around the world
TP 52 - Where the stars shine
Figaro - Desjoyeaux not so alone
Trial - Sun Fast 3200
Tactics - Why the New Zealanders lost the America’s Cup
Fasnet Race
Lab
Portrait - Andrew Pindar
Fifty years ago - The Admiral’s Cup - offshore racing
Equipment
New products
Opinion

Ocean Racing Magazine - #5 - October & November 2007

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