What were in your opinion the three main benefits of London hosting the 2012 Games?
1. What were in your opinion the three main
benefits of London hosting the 2012 Games?
2. 2012 Games: Three types of benefits
1. Tangible – Physical Redevelopment
2. Marketing & Branding
3. Inspirational
3. 1. Tangible – Physical Redevelopment
•Speeding up the process of regeneration of East
London
despite economic climate
unlocking fundamental public investment
Stratford rail lands in January 2007
4. 2. Marketing & Branding
Visibility:
Visibility the ‘London stage’
(for two weeks, the world’s attention was on the UK)
“A once-in-a-lifetime opportunity to provide a showcase to the world”
once-in- world”
6. 2. Marketing & Branding
Opportunity to thoughtfully
showcase the best of London
• [outwards] Work on its global image to further
increase its international appeal
• investments
• professionals
• visitors
7. 2. Marketing & Branding
Giving new meaning to old symbols
Celebration of newly branded “Britishness”
8. 2. Marketing & Branding
•Britain, and especially London, shown as
creative
tolerant, multicultural
inclusive
welcoming
As well as
able to successfully deliver the 2012 Games
despite the harsh economic climate
9. 2. Marketing & Branding
[“London 2012: it changed us, and how the world sees us”,
The Guardian, 8 September 2012]
10. 2. Marketing & Branding
Opportunity to thoughtfully
showcase the best of London
• [inwards] People’s engagement
• emotional ownership of the Games
• enhancement of civic pride and
national identity
The future “big society”?
12. 2. Marketing & Branding
“sports are closely related to national identity and can have a deep
symbolic meaning for states such as those in the former Yugoslavia where
they are central to the development of emerging national identities”
[Jelena Dzankic – European University Institute, LSE]
13. 3. Inspirational
“This is my country. This is where I grew up, this is where I started life.
This is my country and when I put on my Great Britain vest I’m proud.
I’m very proud.” - Mo Farah
16. 3. Inspirational
self-
inspiration to self-improvement,
optimism and sense of potential
raise hope and aspirations,
margins”
especially “at the margins”
17. 2012 Games = OPPORTUNITY
a means to achieve bigger goals,
longer-term results
legacy”
“Sustainable Olympic legacy”
Physical “intangible”
Redevelopment + assets
the success rests on the ability to capitalise on and
optimally mobilise these hard and ‘soft’ Olympic assets
soft’