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As part of the SCA global marketing programme, they have entered a boat into the Volvo Ocean Race, a round-the-world yacht race, with an entirely female crew. To find out how race visitors view SCA and its brand presence, a number of different visitor surveys have been set up targeting a range of target markets. During the leg between Newport and Lisbon, I managed to have a chat with Nina Ekstrand, Brand & Marketing Director of Team SCA Ocean Racing, to learn more about how they are using feedback from customers and the public in the Volvo Ocean Race.
