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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 tourist destination.

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Visit Britain - Marketing and PR: London 2012 Olympic Games

  1. 1. The 2012 Olympic & Paralympic Games – Tourism Opportunity for Britain Sandie Dawe Chief Executive Destination Suffolk – 2012, The Opportunities for Suffolk
  2. 2. Our four point strategy <ul><li>Inspire travellers from overseas to visit and explore Britain </li></ul><ul><li>Deliver a global network to support tourism promotion overseas </li></ul><ul><li>Champion tourism and engage industry and Government in support of its growth </li></ul><ul><li>Maximise the tourism legacy benefits of the 2012 Olympic and Paralympic Games </li></ul><ul><li>And thereby </li></ul><ul><li>Support the growth of the visitor economy and maximise the impact of public investment in tourism </li></ul>
  3. 3. VisitBritain Overseas
  5. 5. Our 2012 tourism strategy
  6. 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.”
  7. 7. Why <ul><li>Rights-holding broadcasters </li></ul><ul><li>Unaccredited media </li></ul><ul><li>Worldwide sponsors </li></ul><ul><li>Cultural Olympiad </li></ul><ul><li>Pre-Games Training Camps </li></ul><ul><li>Torch Relay </li></ul><ul><li>Live Sites </li></ul>
  8. 8. Who <ul><li>Reach new customers in emerging markets </li></ul><ul><li>Refresh our appeal in core markets </li></ul>
  9. 9. London 2012 in the Nation Brands Index <ul><li>Agree </li></ul><ul><li>Indonesia, Malaysia, Mexico, India, China, South Korea </li></ul><ul><li>Disagree </li></ul><ul><li>Norway, Netherlands, Denmark, Belgium, Switzerland </li></ul>Source: GMI-Anholt Nation Brands Index, 2007
  10. 10. Inspiration: Marketing
  11. 11. Refreshing Britain’s image <ul><li>Britain has a strong image – 5 th place among 50 countries in the NBI (2009) </li></ul><ul><ul><li>4 th for built and historic heritage </li></ul></ul><ul><ul><li>4 th for contemporary culture </li></ul></ul><ul><li>2012 Games and the ‘Golden Decade of Sport’ allows us to address long-standing issues with our image </li></ul><ul><ul><li>8 th for being seen as strong at sport </li></ul></ul><ul><ul><li>13 th for Welcome </li></ul></ul><ul><li>Research shows we also need compelling reasons for visitors to come to Britain NOW </li></ul>
  12. 12. Inspirational imagery
  13. 13. Inspirational video –
  14. 14. Britain strapline
  15. 15. Precedent
  16. 16. Inspiration: the media
  17. 17. <ul><li>“ 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 .” </li></ul><ul><li>Michael Payne </li></ul><ul><li>IOC Director of Marketing & Broadcast Rights, 1983-2004 </li></ul>
  18. 18. The media opportunity in numbers: <ul><ul><li>220 countries with broadcast rights </li></ul></ul><ul><ul><li>3,800 hours + programming </li></ul></ul><ul><ul><li>4.7 billion TV viewers (inc >1bn for Opening Ceremony) </li></ul></ul><ul><ul><li>10-30 av. hours consumption per viewer </li></ul></ul><ul><ul><li>14.5m websites already talking about London 2012 </li></ul></ul>
  19. 19. Hosting journalists <ul><ul><li>VisitBritain’s regular Visiting Journalists Programme = 1200 journalists inc 125 broadcast crews. This will triple over the next 3 years </li></ul></ul><ul><ul><li>Over 20K accredited media expected in London (NBC alone = 4k) </li></ul></ul><ul><ul><li>At least 5K unaccredited media </li></ul></ul>
  20. 20. The media opportunity: Our strategy <ul><ul><li>Create new hooks and revitalise perceptions </li></ul></ul><ul><ul><li>Persuade Games-media to widen coverage beyond the sports </li></ul></ul><ul><ul><li>Provide the UK nations & regions and industry with media platforms </li></ul></ul><ul><ul><li>Further improve the welcome we offer media </li></ul></ul><ul><ul><li>Limit the damage of inevitable negative stories </li></ul></ul><ul><ul><li>Expand our media networks </li></ul></ul>
  21. 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
  22. 22. The media opportunity: How you can help <ul><li>Provide stories, features, HD video, imagery, interviewees and colour stories for our new online media centre (April 2010) + 2012 Games PR Toolkit. </li></ul><ul><li>Support the global media tour (1 year countdown) </li></ul><ul><li>Facilitate media visits </li></ul><ul><li>Ease permits or PLI where possible </li></ul><ul><li>Feed through rolling news stories </li></ul>
  23. 23. London Media Centre <ul><li>Filming Positions </li></ul><ul><li>Assistance with story angles </li></ul><ul><li>Good quality images </li></ul><ul><li>Studio space </li></ul><ul><li>Pan London film permit </li></ul>
  24. 24. Call-to-action
  25. 25. Integration across existing campaigns
  26. 26. Visitor information - offline <ul><li>A “Welcome to Britain” version of the Britain Planner during 2012 </li></ul><ul><li>Torch Relay, Live Events, Cultural Olympiad, Games-time information </li></ul><ul><li>Practical information and tools for visitors buying tickets (VB working with LOCOG ticket operations to encourage extension and regional spread) </li></ul>Businesses can showcase their products via….
  27. 27. Visitor information - online <ul><li>New plus syndicated and mobile content </li></ul><ul><li>2012 Games-related events & venue content (web links, images, etc) </li></ul><ul><li>Cultural Olympiad content (tagged Inspire) </li></ul><ul><li>Accessibility information </li></ul><ul><li>Provider of attractions, events and accommodation data for LOCOG websites and third parties </li></ul><ul><li>Online shops. Working with LOCOG to identify potential product gaps </li></ul>
  28. 28. Brand partner experience
  29. 29. A standalone campaign with Olympic partners <ul><li>We need your help with… </li></ul><ul><li>Tactical offers </li></ul><ul><li>Money-can’t-buy offers and prizes </li></ul><ul><li>Assistance with corporate hospitality </li></ul>
  30. 30. Broker with Olympic sponsors <ul><li>Olympic Sponsors are interested in the whole of the UK tourism industry to promote their products </li></ul><ul><li>e.g. </li></ul><ul><li>Visa Payment systems </li></ul><ul><li>Coca Cola Product sold </li></ul>
  31. 31. Utilise both traditional and new models of marketing to g enerate advocacy & conversion
  32. 32. VFR element <ul><li>Use social media to link domestic & international marketing: UK hosts invite friends, relatives, diaspora around the world </li></ul><ul><li>Based on previous experience in 2001/2. </li></ul><ul><li>Companies can: </li></ul><ul><ul><ul><li>1) invite international associations </li></ul></ul></ul><ul><ul><ul><li>2) encourage staff to be hosts </li></ul></ul></ul><ul><ul><ul><li>3) provide incentive offers </li></ul></ul></ul>VFR Visits
  33. 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. 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”
  35. 35. What’s happening at a regional level? <ul><li>March 2010 - regional tourism conference on the opportunities and benefits for accommodation providers and venues   </li></ul><ul><li>Fair price charter advocacy </li></ul><ul><li>Working with VB on London 2012 Tourism portal   </li></ul><ul><li>Suffolk is ideally placed logistically to service those visitors looking for a convenient and attractive destination outside of London </li></ul><ul><li>2012 Games PR Toolkit   </li></ul><ul><li>International Marketing strategy </li></ul><ul><li>Support  for sporting and cultural events with potential to grow e.g. Great East Swim </li></ul>
  36. 36. Trade engagement (UK) <ul><ul><ul><li>2012 Games Tourism Resource Centre (March 2010) </li></ul></ul></ul><ul><ul><ul><li>R egular e-newsletters </li></ul></ul></ul><ul><ul><ul><li>Industry toolkit </li></ul></ul></ul>
  37. 39. The ‘displacement’ issue
  38. 40. The displacement issue <ul><li>Displacement effects linked to pre-games period estimated at £ 375 million* </li></ul><ul><ul><li>£160m overseas visitors stay away due to expense/perceived disruption </li></ul></ul><ul><ul><li>124m domestic tourism for the same reason </li></ul></ul><ul><ul><li>£91m displacement as Londoners leave due to fear of overcrowding & disruption </li></ul></ul><ul><li>VB, VL UKinbound, ETOA task force </li></ul><ul><li>Limited Edition London </li></ul><ul><li>*source: Oxford Economics Research Sept 07 </li></ul>
  39. 41. Olympic activity so far <ul><li>Global Handover: Be a part of it! </li></ul><ul><li>1000 Day Countdown </li></ul><ul><li>Pre Games Training Camps website </li></ul><ul><li>Working with rights-holding broadcasters </li></ul><ul><li>Planning for Torch Relay, Ticketing Strategy, London Media Centre </li></ul><ul><li>Welcome to Britain taskforce </li></ul>
  40. 42. The countdown <ul><li>Less than 900 days to go </li></ul><ul><li>Vancouver Winter Olympics February 2010 </li></ul><ul><li>Open Weekend / Two years to go 27 July 2010 </li></ul><ul><li>Ticket prices announced Autumn 2010 </li></ul><ul><li>Torch Relay route finalised Winter 2010/11 </li></ul><ul><li>Tickets on sale (Olympic Games) Spring 2011 </li></ul><ul><li>500 days to go Spring 2011 </li></ul><ul><li>Open Weekend / One year to go 27 July 2011 </li></ul><ul><li>Tickets on sale (Paralympic Games) Autumn 2011 </li></ul><ul><li>Torch Relay route launched Spring 2012 </li></ul>
  41. 43. What success looks like <ul><li>Improved international perceptions of Britain’s welcome </li></ul><ul><li>Increased numbers of quality assured tourism products </li></ul><ul><li>Quantity & quality of broadcast/media coverage of Britain </li></ul><ul><li>Increased numbers of visitors from emerging markets, established markets & visitors under-25 </li></ul><ul><li>Growth of business visits & events to outperform leisure tourism receipts </li></ul><ul><li>Minimisation of ‘displacement’ effects during the Games </li></ul><ul><li>Aim to achieve total tourism benefit of £2.9 billion over 10 years </li></ul>
  42. 44. Britain for Sport