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2012 Olympic & Paralympic          Games: A tourism opportunity for          Britain            Sandie Dawe, CEOSão Paulo ...
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 Games Landscape                     Britain wide benefitGames Time Tourism                     Games Motivated To...
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             ...
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 – Glas...
Our marketing programme
Overviewo   £100m 4 year GREAT tactical campaigno   £25m 15 month GREAT image campaign
Our delivery targets £100m GREAT tactical campaign • 4million visitors • £2 billion spend • £1 billion AVE £25m GREAT camp...
Showcase Britain, attract new visitors from tourismgrowth markets and reinvigorate our appeal in core                     ...
£100m campaign – year 1o   Invitation from celebritieso   Invitation from the industryo   Invitation from the British Public
Our tv advert
£100m campaign – year 1o   Invitation from celebritieso   Invitation from the industryo   Invitation from the British Public
Invitation from industry • September 2011 to May 2012; and post Games • 50:50 matched funding requirement • Provide inspir...
£100m Tactical Campaign
BA & Radisson Edwardian HotelsUS, Canada, Brazil
£100m campaign – year 1o   Invitation from celebritieso   Invitation from the industryo   Invitation from the British Public
Invitation from the Great British public Share your GREAT Britain• Phased roll out   – Facebook and VB.com     App      • ...
GREAT image campaign
Image Campaign • 15 cities in 9 markets     – Melbourne, Sydney, Tokyo, Shanghai, Beijing, (HK),       Delhi, Mumbai, Pari...
TOKYO
SHANGHAI
BEIJING
MUMBAI
SYDNEY
BERLIN
BERLIN
PARIS
PARIS
UNUSUAL FORMATS
NEW YORK
Other channelsPrintUNUSUAL FORMATS• Individual titles• Metro    – Ads    – Wrap • Longer copy • More experiential Digital ...
Thank you
A experiência do turismo com as Olimpíadas de Londres 2012 - Visit Britain
A experiência do turismo com as Olimpíadas de Londres 2012 - Visit Britain
A experiência do turismo com as Olimpíadas de Londres 2012 - Visit Britain
A experiência do turismo com as Olimpíadas de Londres 2012 - Visit Britain
A experiência do turismo com as Olimpíadas de Londres 2012 - Visit Britain
A experiência do turismo com as Olimpíadas de Londres 2012 - Visit Britain
A experiência do turismo com as Olimpíadas de Londres 2012 - Visit Britain
A experiência do turismo com as Olimpíadas de Londres 2012 - Visit Britain
A experiência do turismo com as Olimpíadas de Londres 2012 - Visit Britain
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A experiência do turismo com as Olimpíadas de Londres 2012 - Visit Britain

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Apresentação da CEO do Visit Britain, Sandie Dawe, no Evento: A experiência do turismo com as Olimpíadas de Londres 2012 - realizado na Fecomercio SP.

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

  1. 1. 2012 Olympic & Paralympic Games: A tourism opportunity for Britain Sandie Dawe, CEOSão Paulo Fecomercio Council of Tourism & Business 9 March 2012
  2. 2. 2012 – Great year for Great Britain
  3. 3. Our 2012 Strategy
  4. 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 destination3. Deliver a world-class welcome to visitors in 2012 and beyond
  5. 5. Our 2012 Games Landscape Britain wide benefitGames 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. 6. VisitBritain working with Olympic sponsors and partners
  7. 7. USOC – TEAM USA: Britain Bound
  8. 8. VisitBritain working with media
  9. 9. 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
  10. 10. VisitBritain working with industry
  11. 11. A decade of sport – attracting major events
  12. 12. • 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
  13. 13. Our marketing programme
  14. 14. Overviewo £100m 4 year GREAT tactical campaigno £25m 15 month GREAT image campaign
  15. 15. 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
  16. 16. Showcase Britain, attract new visitors from tourismgrowth markets and reinvigorate our appeal in core markets
  17. 17. £100m campaign – year 1o Invitation from celebritieso Invitation from the industryo Invitation from the British Public
  18. 18. Our tv advert
  19. 19. £100m campaign – year 1o Invitation from celebritieso Invitation from the industryo Invitation from the British Public
  20. 20. 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
  21. 21. £100m Tactical Campaign
  22. 22. BA & Radisson Edwardian HotelsUS, Canada, Brazil
  23. 23. £100m campaign – year 1o Invitation from celebritieso Invitation from the industryo Invitation from the British Public
  24. 24. 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
  25. 25. GREAT image campaign
  26. 26. 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
  27. 27. TOKYO
  28. 28. SHANGHAI
  29. 29. BEIJING
  30. 30. MUMBAI
  31. 31. SYDNEY
  32. 32. BERLIN
  33. 33. BERLIN
  34. 34. PARIS
  35. 35. PARIS
  36. 36. UNUSUAL FORMATS
  37. 37. NEW YORK
  38. 38. Other channelsPrintUNUSUAL FORMATS• Individual titles• Metro – Ads – Wrap • Longer copy • More experiential Digital – Yahoo Digital OOH TV Cinema (Radio)
  39. 39. Thank you

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