In February 2005 Ellen MacArthur set a new solo, non-stop round the world record of 71 days, 14 hours, 18 minutes and 33 seconds becoming the fastest solo sailor on the planet. But it was not just a new world record that had been set, the campaign managed by OC Sport achieved groundbreaking sponsorship and media results.
The campaign was backed by Kingfisher plc, Europe's largest home improvement retailer including B&Q in the UK and Castorama in France. In an innovative and ground-breaking concept, the record-breaking multihull was branded on one-side in B&Q colours and the other Castorama, with the relevant imagery channeled to each market. The distribution of images and content was so effective that the public in France believed Ellen's boat was blue and called 'Castorama', unaware of the 'orange' B&Q side of the boat!