Visit Britain - Marketing and PR: London 2012 Olympic Games
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The document outlines a strategy to maximize tourism opportunities for Britain from hosting the 2012 Olympic and Paralympic Games. The four-point strategy aims to inspire overseas travellers to visit Britain, deliver global tourism promotion, champion tourism growth, and maximize the legacy benefits of the 2012 Games. The strategy seeks to use the Games to promote Britain before, during, and after the events through media exposure, cultural events, and encouraging visitors to explore beyond London. Regional groups are working with national tourism bodies to develop opportunities around the Games.
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Visit Britain - Marketing and PR: London 2012 Olympic Games
- 1. The 2012 Olympic & Paralympic Games – Tourism Opportunity for Britain Sandie Dawe Chief Executive Destination Suffolk – 2012, The Opportunities for Suffolk
- 4. WE CANNOT OUTSPEND OUR COMPETITORS SO WE WILL OUTSMART THEM…
- 5. Our 2012 tourism strategy
- 6. “ Our aim is not just to promote the few weeks of the 2012 Olympic & Paralympic Games. It is to use the opportunities arising from the Games to promote destination Britain before, during and after those few weeks.”
- 13. Inspirational video – VisitBritain.tv
- 15. Precedent
- 21. The media opportunity: Our approach Agree strategy & partnerships Build media insights & contacts Provide stories & facilitate interest Extend coverage beyond Games Maintain contacts & sustain interest
- 24. Call-to-action
- 25. Integration across existing campaigns
- 31. Utilise both traditional and new models of marketing to g enerate advocacy & conversion
- 33. Understanding the tourism opportunity Host or cater for Olympic or Paralympic family Host or cater for Games spectators Host or cater for PGTC visitors Host or cater for visitors to Games-related business or sport events Host or cater for visitors to a Cultural Olympiad event Host or cater for people looking to ‘escape’ the Games Host or cater afterwards for Games-motivated visitors Distance from 2012 Games venues Number of businesses likely to benefit
- 34. Our 2012 Games Landscape London only benefit Games Time Tourism (July-Sept 2012) Games Motivated Tourism Britain wide benefit London only benefit “ I’m more likely to want to visit Britain in the next few years because London will host the 2012 Olympics”
Notas do Editor
- Main focus on Long-haul and Short-haul Britain-led markets Still active in long-haul devolved markets but focus on emerging segments Near Europe will be the domain of the other NTO’s marketing B2B, PR and Olympics global
- 3 ways to make our money go further smarter spending Smarter communication intermediaries
- Media = the single biggest opportunity for VisitBritain. It has also been identified as a priority area for all the UK nations and regions, who will be looking for leadership from us.
- In May 2006 VisitBritain included a question in the Anholt-GMI Nations Brand Index to help us understand whether or not London hosting the 2012 Olympic and Paralympic Games was likely to make overseas residents more or less likely to visit Britain in the next few years. This question was again asked in May 2007, and the intention is to include it on an annual basis to measure the trend. The statement with which respondents were asked to agree or disagree was: “I’m more likely to want to visit Britain in the next few years because London will host the 2012 Olympics” Of considerable interest is an analysis of responses from different countries. If we look at the ratio of those scoring a 6 or 7 to those scoring a 1 or 2 we get a feel for the relative importance of the Games as a pull factor for visiting Britain in the coming years. A clear pattern emerges, namely that those countries for whom the Games being held in London increase interest in visiting Britain in the next few years are ‘emerging markets’. The markets with the highest ratio of ‘agree-ers’ to ‘disagree’ers’ are Indonesia, Malaysia, Mexico, India, China and South Korea. The countries with the lowest ratio, ie those for whom the Olympic Games in London are unlikely to engender a desire to visit Britain in the next few years, are developed European nations, most notably Norway, Netherlands, Denmark, Switzerland and Belgium.
- Welcome – talk about improving skills
- Simple, obvious and flexible Puts welcome and reasons to visit NOW centre stage VFR campaign
- World Cup 2006 OC recognised the marketing power of the German National Tourist Board to extend their reach. They put welcome at the heart of their marketing and energised the German people and businesses to roll out the red carpet for visitors
- The Beijing 2008 Opening Ceremony officially became the first ever event to reach a live worldwide audience in excess of 1 billion people. The only other event which has reached that number was the Closing Ceremony 17 days later.
- LOCOG themselves are making arrangements to look after around 22,000 media during the Games. Approximately 5,000 of these will be press reporters and the rest will be broadcasters. NBC alone is expected to have a team of 4,000 technicians, cameramen and producers in London during the Olympic Games.
- This means that we need to provide a really fabulous service to the media. Our strategy covers six key areas, all of which rely on a partnership between our overseas PRs and London, and between London and the rest of the UK.
- This chart shows how we expect media interest to build over the next three years and – more importantly – how we see VisitBritain’s role. It also shows how the media circus will move on very quickly after the Games, so the challenge for us will be to sustain interest in Britain once the Olympic circus has move on.
- This slide lists just some of the activities that the London PR team will be doing. PR Toolkit Another key activity will be persuading attractions and venues around Britain to forego filming fees, and getting hoteliers and tour operators to commit to helping the media.
- MARK’S NOTES VL has scoped the media centre and the process of procurement has now begun. Visit London working on key filming positions for broadcasters around the city and working with rights and non rights holders on this with regard to Live positions, studio locations and general filming VL working with agencies on trying to put in place a pan London filming permit/accreditation process for games time activity for broadcasters wanting to film people enjoying the Olympic city and what it has to offer. Working on a programme of editorial activity that will offer media key stories and strands around the city using London as the backdrop for press conferences.
- Global master briefs Look for the similarities, not differences Consistent and compelling branding for cut-through Integration across all channels – B2C, B2B, PR, Digital Global master briefs Look for the similarities, not differences Consistent and compelling branding for cut-through Integration across all channels – B2C, B2B, PR, Digital
- Target: 2 global sponsors + 10 NOC sponsors
- Target: 2 global sponsors + 10 NOC sponsors Mention ‘clean venue’ policy
- Travel is mainly about word-of-mouth
- 31% visits (9.7m) 40% nights (99.4m) 23% spend (£3.8bn) We can now utilise social media tools where we have a head start on other tourist boards – already very active on Facebook, Twitter, YouTube etc. We can also utilise LinkedIn for B2B networking. The 'you're invited' strand works very well for the events industry and it would be fairly easy to activate maybe through the PR efforts of National Meetings Week for example. A crude example would be to encourage organisations such as the British Diabetic Association to invite the Intl Diabetic conference to Britain post-2012.
- Clearly the opportunity will vary depending upon the type of business, location in the country and whether the benefit can be harvested during Games time or, in the afterglow. For the tourism industry the Games are as much a catalyst to accelerate developments in our day to day business as to win contracts and service the needs of new audiences. In unscientific terms, this pyramid indicates examples of where the potential may lie – underlining that the vast majority of businesses who will not see a visitor during the Games are still at the heart of the legacy
- This shows VisitBritain’s interests in relation to the Games. We want a Britain-wide benefit from the Games (as well as some benefit for London) Our priority is people who are coming (or would like to come) to Britain because they’ve been inspired by seeing information about the 2012 Games in their newspapers, on the TV, either before or after the Games. We will be less focused on people who come to Britain solely to watch the sporting events during the Games. In recent research VisitBritain found that more than a fifth (22%) of respondents strongly agreed that they were more likely to want to visit Britain in the next few years because London will host the 2012 Games Britain is a sporting nation - potential visitors rank us 5th out of 38 countries for excelling at sport We have a great sports heritage and ‘cathedrals of sport’ of huge international appeal eg Aintree, Lord’s, Wimbledon, Old Trafford, St Andrews Old Course etc – all showcased on our website and part of our PR strategy
- Info from East of England Development Agency Tourism in the East of England London 2012 will mean the world's media will be firmly focused on the UK during Games time. The East of England, being closer to the Olympic Park than any other region, has a once-in-a-lifetime opportunity to showcase the region as an ideal tourism destination. At previous Games the largest economic benefits have come from the increase in tourism, and for the East of England, it is an opportunity to increase international, domestic and business tourism. Current activity 25 March 2010 - regional tourism conference on the opportunities and benefits from London 2012 for accommodation providers and venues (EET leading) Fair price charter advocacy Working with VB on London 2012 Tourism portal With good train links from Stratford to the major hubs of Ipswich, Stowmarket, Bury St Edmunds, Lowestoft and Felixstowe, Suffolk is ideally placed logistically to service those visitors looking for a convenient and attractive destination outside of London 2012 Games PR Toolkit being developed to ensure messaging is regular and consistent across the region International Marketing strategy being developed for the next 12 months specifically targeting Germany, France and the Netherlands Support for a small number of sporting and cultural events that have the potential to grow into major attractions (using Legacy Trust UK funding) e.g. Great East Swim, Alton Water, Suffolk (took place on 26 September last year and this year is on 19 June)
- This resource centre will include UK, National and Regional news – linking in the regions and devolved administrations You will find ways in which you can get involved, how to prepare your business including details of the skills programmes already announced by People First
- There will be the facts and figures about the Games, anticipated tourism impact, who we expect to visit, and when 2012 sponsors Lloyds TSB and BT are getting behind this project providing case studies and bespoke products for businesses in the sector
- Games-time related London not guaranteed to be full of non-Games-related visitors during Games time. 50% of visitors to London book via an operator Operators will drop London for the year of 2012 due to not being able to secure hotel rooms for the Games period NOW. Can’t sell a destination for 365 days, they won’t sell it. Hotels have committed room allocation to LOCOG A proportion will be released, but not until 2012 – too late Pre-games related: London is hence also expected to lose visitors in the lead up to the Games due to the effects of the above. Pre/during Games non-ticket/hotel stock related : In addition FIT visitors will stay away due to perceived expense and disruption. Tourism identified as #1 Olympic Games legacy Research* has identified the Games provide a massive inbound OPPORTUNITY for London… But, the majority of the leisure benefit will come after the games 25 % benefit during the Games 48 % benefit after the Games VL have identified a risk prone period for leisure tourism the year preceding the Games from 2011 to the start of the Games VL KEY STRATEGIC APPROACH Trade: enable operators to sell London for the entire year VB, VL UKInbound, ETOA task force Establish non-ticket linked GAMES TIME accommodation Educate hotels about the likely capacity they will have to sell Educate tour operators about likely supply Provide trade with tools to help them sell destination Offer joint marketing support for consumer campaigns VL KEY STRATEGIC THOUGHT Consumer: Create a heightened (frantic!) sense of urgency to visit during this period Create immediate bookings in this period OR risk consumers deferring until after 2012 All of this product can be umbrella under the position – Limited Edition London Evidence from previous Games indicates operators drop host city. Limited access to sell tickets/rooms during Games times subsequently negates destination for whole year.