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The Vendée Globe, international "brandflag" for a modestly sized region

Benchmark Events and MICE Tech, Data & Innovation Tourism
Le Vendée Globe


The #Vendée département has just 670,000 inhabitants, or 1% of the French metropolitan population(Source: Insee, 2015), but one of its flagship events "The Vendée Globe", gives it a very high international profile.

Along with theAmerica's Cup, it's one of the most talked-about yacht races, due to the feat it represents: a solo, non-stop, unassisted circumnavigation of the globe in the Deep South.

It is the shortest, but also the most dangerous, route between the "Roaring 40s" and the "Howling 50s", and passes through the 3 capes (Good Hope, Leewin and Horn).

Keywords: Attractiveness, brandflag, economic development, companies, event, federate players, pride, image, innovation, playful marketing, #participativemarketing, territorial marketing, media, rise of companies, nautical, outreach, social networks, sport, strategy, talent, territory, tourism, business tourism, Vendée, France, Europe
Illustration: StanRohrer on Gettyimages ©

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