27 August 2008

Start of Olympics 2012 tourism push

VisitBritain and Visit London are unveiling plans to welcome the world as the host nation and city of the next Olympic and Paralympic Games in 2012.

The mobe follows Sundayââ¬â¢s official handover ceremony, which marked the start of Britainââ¬â¢s four-year Cultural Olympiad, celebrating the best of the nationââ¬â¢s culture, and the opportunity to present Britainââ¬â¢s appeals to a global audience.

For VisitBritain, the handover marked the first stage in its strategy to spread the economic benefits of the Olympic Games throughout the UK and raise the profile and awareness of Britain as a leading tourist destination.

VisitBritain chairman Christopher Rodrigues said: ââ¬ÅâœThis weekend started a four-year, once-in-a-lifetime opportunity to position a dynamic, vibrant and welcoming Britain as the best destination in the world.

"We will remind the nations of the world that Britain is the birthplace of the modern Olympic and Paralympic Games, as well as sports like rugby, cricket and tennis.

"We will take the passion that Britain and its visitors hold for football, for sporting events like the Grand National, Wimbledon, the Henley Regatta, the London Marathon and the Great North Run, Walesââ¬â¢ National Eisteddfod and the Braemar Highland Games to reinforce a vibrant image of Britain that appeals to tomorrowââ¬â¢s travellers.ââ¬~

Now that the worldââ¬â¢s attention moves from China to Britain, VisitBritainââ¬â¢s global network of offices will promote the nation as the place for watching and participating in sport at all levels, for events and for experiences, attractions and destinations with a unique blend of historical and contemporary culture.

Thanks to the Olympic Games in 2012, Britainââ¬â¢s visitor economy could benefit to the tune of an extra Ã&#pound;2 billion.

Destinations, venues and local economies around the UK could be set to benefit from hosting rre-Games training camps following the publication of an official online guide developed by the London organising committee of the Olympic Games and Paralympic Games (LOCOG) and VisitBritain.

The guide showcases more than 600 sporting venues and facilities to national Olympic committees from around the world, as well as representatives from international sports federations.

More than a fifth (22%) of potential visitors strongly agree that they are more likely to want to visit Britain in the next few years because London will host the 2012 Olympics, according to recent VisitBritain research.

Tourism gains are expected to come largely from emerging markets inspired by increased media exposure and publicity associated with the games. Hosting the Olympics makes Britain particularly appealing for emerging markets such as China, India, Malaysia, Mexico and South Korea.

One in ten visits to the UK from overseas ââ¬' 4.7 million and 14% of the total ââ¬' involve watching a sporting event or taking part in sporting activities.

Although they travel from the other side of the world, visitors from Australia and New Zealand live up to their reputation as ââ¬Ëœsports madââ¬â¢ with 28% of New Zealanders and a quarter of Australians watching or participating during their stay.

Rodrigues continued: ââ¬ÅâœBritain is a sporting nation: our reputation has been earned in part by the popularity of our world-renowned events, as well as experiences, accommodation and attractions at destinations in every nation and region.

"Britainââ¬â¢s Olympic Games in 2012 ââ¬' and the four years leading to it ââ¬' are a wonderful opportunity for us to present the character and assets of our destinations and experiences to the world.ââ¬~

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• hOW CAN YOU PUSH IF YOU CANNOT USE THE TRADE MARKS?
  
  

  According to the UK published Marketing Week magazine "The Department for Culture, Media and Sport [DCMS] has been slammed by the Tories [Conservative political party - Opposition] over its muddled understanding of Olympic sponsorship, which led it to promise &#pound;100m in private sector money. The department has now admitted it did not realise it had nothing to sell before pledging the cash to potential Olympic athletes in 2006. David Wyatt, DCMS parliamentary private secretary, says: 'None of this was understood in 2006,' referring to the complete lack of rights the DCMS has to offer companies looking to be linked with the London 2012 Olympic Games". Hats off to Marketing Week for exposing this and it means that the funding for elite athletics is short of a mere US$ 200 million and unable to offer any private or business sponsor any Oluympic signage or use of the Olympics rings should they pledge all or part of the funding. Any sponsor would have to additionally contract with the olympic committee ans they would be looking at a further $37 million just to get the proverbial foot in the door...

  By JULIAN BRAY MCIPR, NUJ, MMC, Thursday, August 28, 2008