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Visit Britain - Marketing and PR: London 2012 Olympic Games
 

Visit Britain - Marketing and PR: London 2012 Olympic Games

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Here's an oultine of the role and services of Visit Britian, the national tourism body in the UK. It also shows planned London 20102 Olympic Games promotion activity to position UK Plc as a great ...

Here's an oultine of the role and services of Visit Britian, the national tourism body in the UK. It also shows planned London 20102 Olympic Games promotion activity to position UK Plc as a great tourist destination.

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  • 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.

Visit Britain - Marketing and PR: London 2012 Olympic Games Visit Britain - Marketing and PR: London 2012 Olympic Games Presentation Transcript

  • The 2012 Olympic & Paralympic Games – Tourism Opportunity for Britain Sandie Dawe Chief Executive Destination Suffolk – 2012, The Opportunities for Suffolk
  • Our four point strategy
    • Inspire travellers from overseas to visit and explore Britain
    • Deliver a global network to support tourism promotion overseas
    • Champion tourism and engage industry and Government in support of its growth
    • Maximise the tourism legacy benefits of the 2012 Olympic and Paralympic Games
    • And thereby
    • Support the growth of the visitor economy and maximise the impact of public investment in tourism
  • VisitBritain Overseas
  • WE CANNOT OUTSPEND OUR COMPETITORS SO WE WILL OUTSMART THEM…
  • Our 2012 tourism strategy
  • “ 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.”
  • Why
    • Rights-holding broadcasters
    • Unaccredited media
    • Worldwide sponsors
    • Cultural Olympiad
    • Pre-Games Training Camps
    • Torch Relay
    • Live Sites
  • Who
    • Reach new customers in emerging markets
    • Refresh our appeal in core markets
  • London 2012 in the Nation Brands Index
    • Agree
    • Indonesia, Malaysia, Mexico, India, China, South Korea
    • Disagree
    • Norway, Netherlands, Denmark, Belgium, Switzerland
    Source: GMI-Anholt Nation Brands Index, 2007
  • Inspiration: Marketing
  • Refreshing Britain’s image
    • Britain has a strong image – 5 th place among 50 countries in the NBI (2009)
      • 4 th for built and historic heritage
      • 4 th for contemporary culture
    • 2012 Games and the ‘Golden Decade of Sport’ allows us to address long-standing issues with our image
      • 8 th for being seen as strong at sport
      • 13 th for Welcome
    • Research shows we also need compelling reasons for visitors to come to Britain NOW
  • Inspirational imagery visitbritainimages.com
  • Inspirational video – VisitBritain.tv
  • Britain strapline
  • Precedent
  • Inspiration: the media
    • “ Britain will be on the front page of every single newspaper in every single country in the world for three weeks . And not just the front pages, but the back pages, the middle pages and the supplements. There are not many other opportunities which guarantee you such exposure five years’ in advance .”
    • Michael Payne
    • IOC Director of Marketing & Broadcast Rights, 1983-2004
  • The media opportunity in numbers:
      • 220 countries with broadcast rights
      • 3,800 hours + programming
      • 4.7 billion TV viewers (inc >1bn for Opening Ceremony)
      • 10-30 av. hours consumption per viewer
      • 14.5m websites already talking about London 2012
  • Hosting journalists
      • VisitBritain’s regular Visiting Journalists Programme = 1200 journalists inc 125 broadcast crews. This will triple over the next 3 years
      • Over 20K accredited media expected in London (NBC alone = 4k)
      • At least 5K unaccredited media
  • The media opportunity: Our strategy
      • Create new hooks and revitalise perceptions
      • Persuade Games-media to widen coverage beyond the sports
      • Provide the UK nations & regions and industry with media platforms
      • Further improve the welcome we offer media
      • Limit the damage of inevitable negative stories
      • Expand our media networks
  • The media opportunity: Our approach Agree strategy & partnerships Build media insights & contacts Provide stories & facilitate interest Extend coverage beyond Games Maintain contacts & sustain interest
  • The media opportunity: How you can help
    • Provide stories, features, HD video, imagery, interviewees and colour stories for our new online media centre (April 2010) + 2012 Games PR Toolkit.
    • Support the global media tour (1 year countdown)
    • Facilitate media visits
    • Ease permits or PLI where possible
    • Feed through rolling news stories
  • London Media Centre
    • Filming Positions
    • Assistance with story angles
    • Good quality images
    • Studio space
    • Pan London film permit
  • Call-to-action
  • Integration across existing campaigns
  • Visitor information - offline
    • A “Welcome to Britain” version of the Britain Planner during 2012
    • Torch Relay, Live Events, Cultural Olympiad, Games-time information
    • Practical information and tools for visitors buying tickets (VB working with LOCOG ticket operations to encourage extension and regional spread)
    Businesses can showcase their products via….
  • Visitor information - online
    • New VisitBritain.com plus syndicated and mobile content
    • 2012 Games-related events & venue content (web links, images, etc)
    • Cultural Olympiad content (tagged Inspire)
    • Accessibility information
    • Provider of attractions, events and accommodation data for LOCOG websites and third parties
    • Online shops. Working with LOCOG to identify potential product gaps
  • Brand partner experience
  • A standalone campaign with Olympic partners
    • We need your help with…
    • Tactical offers
    • Money-can’t-buy offers and prizes
    • Assistance with corporate hospitality
  • Broker with Olympic sponsors
    • Olympic Sponsors are interested in the whole of the UK tourism industry to promote their products
    • e.g.
    • Visa Payment systems
    • Coca Cola Product sold
  • Utilise both traditional and new models of marketing to g enerate advocacy & conversion
  • VFR element
    • Use social media to link domestic & international marketing: UK hosts invite friends, relatives, diaspora around the world
    • Based on previous experience in 2001/2.
    • Companies can:
        • 1) invite international associations
        • 2) encourage staff to be hosts
        • 3) provide incentive offers
    VFR Visits
  • 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
  • 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”
  • What’s happening at a regional level?
    • March 2010 - regional tourism conference on the opportunities and benefits for accommodation providers and venues  
    • Fair price charter advocacy
    • Working with VB on London 2012 Tourism portal  
    • Suffolk is ideally placed logistically to service those visitors looking for a convenient and attractive destination outside of London
    • 2012 Games PR Toolkit  
    • International Marketing strategy
    • Support  for sporting and cultural events with potential to grow e.g. Great East Swim
  • Trade engagement (UK)
        • 2012 Games Tourism Resource Centre (March 2010)
        • R egular e-newsletters
        • Industry toolkit
  •  
  •  
  • The ‘displacement’ issue
  • The displacement issue
    • Displacement effects linked to pre-games period estimated at £ 375 million*
      • £160m overseas visitors stay away due to expense/perceived disruption
      • 124m domestic tourism for the same reason
      • £91m displacement as Londoners leave due to fear of overcrowding & disruption
    • VB, VL UKinbound, ETOA task force
    • Limited Edition London
    • *source: Oxford Economics Research Sept 07
  • Olympic activity so far
    • Global Handover: Be a part of it!
    • 1000 Day Countdown
    • Pre Games Training Camps website
    • Working with rights-holding broadcasters
    • Planning for Torch Relay, Ticketing Strategy, London Media Centre
    • Welcome to Britain taskforce
  • The countdown
    • Less than 900 days to go
    • Vancouver Winter Olympics February 2010
    • Open Weekend / Two years to go 27 July 2010
    • Ticket prices announced Autumn 2010
    • Torch Relay route finalised Winter 2010/11
    • Tickets on sale (Olympic Games) Spring 2011
    • 500 days to go Spring 2011
    • Open Weekend / One year to go 27 July 2011
    • Tickets on sale (Paralympic Games) Autumn 2011
    • Torch Relay route launched Spring 2012
  • What success looks like
    • Improved international perceptions of Britain’s welcome
    • Increased numbers of quality assured tourism products
    • Quantity & quality of broadcast/media coverage of Britain
    • Increased numbers of visitors from emerging markets, established markets & visitors under-25
    • Growth of business visits & events to outperform leisure tourism receipts
    • Minimisation of ‘displacement’ effects during the Games
    • Aim to achieve total tourism benefit of £2.9 billion over 10 years
  • Britain for Sport