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2012 Olympic & Paralympic
          Games:
 A tourism opportunity for
          Britain


            Sandie Dawe, CEO
São Paulo Fecomercio Council of Tourism &
                Business

              9 March 2012
2012 – Great year for Great Britain
Our 2012 Strategy
“using the 2012 Games to promote the
     wider messages and interests of
          destination Britain”

                     Our 2012 Vision
     The whole of the UK benefits from the 2012 Games


                    Our 2012 Objectives

   1. Maximise economic benefits for tourism across the UK
    2. Enhance the image of the UK as a visitor destination
3. Deliver a world-class welcome to visitors in 2012 and beyond
Our 2012 Games Landscape
                     Britain wide benefit




Games Time Tourism                     Games Motivated Tourism
                                    (ie visitors inspired in some way by the Games
(July-Sept 2012)                           to visit Britain pre and post Games time)




                     London only benefit
VisitBritain working with Olympic
       sponsors and partners
USOC – TEAM USA: Britain Bound
VisitBritain working with media
2012 media
             • Story ideas, 2012 toolkit
             • Image library – top 500
               images
             • Broadcast footage
             • A roll films
             • Spokespeople &
               characters
             • Event listings
             • Broadcasters Guide
             • Production assistance
             • Visiting journalists
               programme
VisitBritain working with industry
A decade of sport – attracting major
               events
•   2013   Champions League Final – Wembley
•   2013   Rugby League World Cup – England
•   2014   Commonwealth Games – Glasgow
•   2014   Ryder Cup Golf – Gleneagles
•   2015   Rugby World Cup – England
•   2015   World Artistic Gymnastics - Glasgow
•   2017   World Athletics Championships
•   2019   Cricket World Cup – England
Our marketing programme
Overview


o   £100m 4 year GREAT tactical campaign




o   £25m 15 month GREAT image campaign
Our delivery targets


 £100m GREAT tactical campaign
 • 4million visitors
 • £2 billion spend
 • £1 billion AVE

 £25m GREAT campaign
 • 550,000 visitors
 • £277 million spend
 • Increase the appeal of Britain as a destination
Showcase Britain, attract new visitors from tourism
growth markets and reinvigorate our appeal in core
                     markets
£100m campaign – year 1


o   Invitation from celebrities

o   Invitation from the industry

o   Invitation from the British Public
Our tv advert
£100m campaign – year 1


o   Invitation from celebrities

o   Invitation from the industry

o   Invitation from the British Public
Invitation from industry


 • September 2011 to May 2012; and post Games

 • 50:50 matched funding requirement

 • Provide inspiration – with “killer” offer

 • Counter displacement

 • Supported by VB and partner channels

 • Global PR launch
£100m Tactical Campaign
BA & Radisson Edwardian Hotels
US, Canada, Brazil
£100m campaign – year 1


o   Invitation from celebrities

o   Invitation from the industry

o   Invitation from the British Public
Invitation from the Great British public
 Share your GREAT Britain
• Phased roll out
   – Facebook and VB.com
     App
      • 10 GREAT reasons
   – Expedia – UK and o/s


• Marketing toolkits
   – For UK and overseas
     tourism businesses
      • E-crm
      • Posters
      • E-postcards
GREAT image campaign
Image Campaign

 • 15 cities in 9 markets
     – Melbourne, Sydney, Tokyo, Shanghai, Beijing, (HK),
       Delhi, Mumbai, Paris, Berlin, NY, LA, , Toronto, Sao
       Paolo, Rio.
 • Phase 1 Feb – June 2012
 • Phase 3 September 2012 – March 2013
 • Pan-channel
     – Outdoor
          • Posters, digital
     –   Digital – incl rich media
     –   TV
     –   Print (incl Metro)
     –   Cinema
 • Supporting launches
TOKYO
SHANGHAI
BEIJING
MUMBAI
SYDNEY
BERLIN
BERLIN
PARIS
PARIS
UNUSUAL FORMATS
NEW YORK
Other channels
Print
UNUSUAL FORMATS
• Individual titles
• Metro
    – Ads
    – Wrap


 • Longer copy
 • More experiential
 Digital – Yahoo
 Digital OOH
 TV
 Cinema
 (Radio)
Thank you

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A experiência do turismo com as Olimpíadas de Londres 2012 - Visit Britain

  • 1. 2012 Olympic & Paralympic Games: A tourism opportunity for Britain Sandie Dawe, CEO São Paulo Fecomercio Council of Tourism & Business 9 March 2012
  • 2. 2012 – Great year for Great Britain
  • 4. “using the 2012 Games to promote the wider messages and interests of destination Britain” Our 2012 Vision The whole of the UK benefits from the 2012 Games Our 2012 Objectives 1. Maximise economic benefits for tourism across the UK 2. Enhance the image of the UK as a visitor destination 3. Deliver a world-class welcome to visitors in 2012 and beyond
  • 5. Our 2012 Games Landscape Britain wide benefit Games Time Tourism Games Motivated Tourism (ie visitors inspired in some way by the Games (July-Sept 2012) to visit Britain pre and post Games time) London only benefit
  • 6. VisitBritain working with Olympic sponsors and partners
  • 7.
  • 8. USOC – TEAM USA: Britain Bound
  • 10. 2012 media • Story ideas, 2012 toolkit • Image library – top 500 images • Broadcast footage • A roll films • Spokespeople & characters • Event listings • Broadcasters Guide • Production assistance • Visiting journalists programme
  • 12.
  • 13.
  • 14. A decade of sport – attracting major events
  • 15. 2013 Champions League Final – Wembley • 2013 Rugby League World Cup – England • 2014 Commonwealth Games – Glasgow • 2014 Ryder Cup Golf – Gleneagles • 2015 Rugby World Cup – England • 2015 World Artistic Gymnastics - Glasgow • 2017 World Athletics Championships • 2019 Cricket World Cup – England
  • 17.
  • 18.
  • 19. Overview o £100m 4 year GREAT tactical campaign o £25m 15 month GREAT image campaign
  • 20. Our delivery targets £100m GREAT tactical campaign • 4million visitors • £2 billion spend • £1 billion AVE £25m GREAT campaign • 550,000 visitors • £277 million spend • Increase the appeal of Britain as a destination
  • 21. Showcase Britain, attract new visitors from tourism growth markets and reinvigorate our appeal in core markets
  • 22. £100m campaign – year 1 o Invitation from celebrities o Invitation from the industry o Invitation from the British Public
  • 24. £100m campaign – year 1 o Invitation from celebrities o Invitation from the industry o Invitation from the British Public
  • 25. Invitation from industry • September 2011 to May 2012; and post Games • 50:50 matched funding requirement • Provide inspiration – with “killer” offer • Counter displacement • Supported by VB and partner channels • Global PR launch
  • 27. BA & Radisson Edwardian Hotels US, Canada, Brazil
  • 28. £100m campaign – year 1 o Invitation from celebrities o Invitation from the industry o Invitation from the British Public
  • 29. Invitation from the Great British public Share your GREAT Britain • Phased roll out – Facebook and VB.com App • 10 GREAT reasons – Expedia – UK and o/s • Marketing toolkits – For UK and overseas tourism businesses • E-crm • Posters • E-postcards
  • 30.
  • 32. Image Campaign • 15 cities in 9 markets – Melbourne, Sydney, Tokyo, Shanghai, Beijing, (HK), Delhi, Mumbai, Paris, Berlin, NY, LA, , Toronto, Sao Paolo, Rio. • Phase 1 Feb – June 2012 • Phase 3 September 2012 – March 2013 • Pan-channel – Outdoor • Posters, digital – Digital – incl rich media – TV – Print (incl Metro) – Cinema • Supporting launches
  • 33.
  • 34.
  • 35.
  • 36. TOKYO
  • 43. PARIS
  • 44. PARIS
  • 47. Other channels Print UNUSUAL FORMATS • Individual titles • Metro – Ads – Wrap • Longer copy • More experiential Digital – Yahoo Digital OOH TV Cinema (Radio)