Youth, Sport, Cultural Celebrations and Sustainability theme for the London 2012 Olympics

The UK is set to capitalise on the opportunity to present destinations and experiences to the world via a “Cultural Olympiad” in the four year lead-up to the games.

The Mole is convinced that Black Adder himself has been to visit the Olympic Organisers to utter those famous words “I have a cunning plan…..!!”

Yes, it can be exclusively revealed that the 2012 games are just a mere cover for the greater ploy – to build on recent successes and stimulate UK youth into a frenzy of sporting achievement long after the games have concluded.

The Mole has grown up on a diet of Poms gnashing their teeth (or stiff upper-lipping) through all manner of defeat at the hands of the Aussies and the rest of the world. 

As unbelievable as it may sound, the wheel may turn full circle if their plan is realised, and there may be more than just OZ feeling the pain in the coming decade…  We are talking a terrible potential for flow-on effects into the cricket, rugby and other iconic sports!

So, before moving on, I’d like to propose a new lottery called the “Geez, we’d betta do sumthin” before its all too late!! Proceeds to ensure we keep ahead of the game…

Here’s how the UK strategy works:

Leveraging the 2012 Olympic and Paralympic Games – Focussing on Youth & Sport

A four year ‘Cultural Olympiad’ kicks off this weekend.  This is a mammoth celebration of cultures, people and languages in London, across the UK, and from around the globe.  Make no mistake – this an organised and targeted programme of events emphasising creativity and diversity, and actively encouraging and inspiring youth participation in sport, the arts and other cultural events.

The icing on the cake will be the actual Olympics themselves in 2012, where (like a famous seafarer once said) “England will expect every sportsperson to do their duty!” (ie increase the medal tally!!)

It is hoped that the combination of the Cultural Olympiad and the Olympics will be much more than a jump-start, rather an ongoing and steady increase in sporting activities amongst the youth of the UK (including the simple activity of watching sport!) Who knows what future stars might grace the sporting scene as a direct result of the effort directed towards the Cultural Olympiad and the 2012 Olympics.

All very disturbing for Aussies & others around the world if all goes according to plan!

Tourism – raising the profile & awareness of the UK and London destinations and experiences ahead of the games.

The lead-in to the games will also be used to re-engage international visitors who have ‘switched off’ in recent years, with the major focus on overseas youth and sport.  Campaigns will appeal to youth values.

This is where ‘VisitBritain’ comes into the picture. The UK’s national tourism agency, along with ‘Visit London’, the capital’s tourist board have plans afoot for raising the profile and awareness of the UK and London as leading tourist destinations.

VisitBritain’s international 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.

A Breakfast Briefing was held yesterday morning at Aqua Dining, superbly situated next to Luna Park in Sydney, with Tom Wright, Chief Executive of VisitBritain, [pictured right with Helen Liddell, the British High Commissioner to Australia, launched VisitBritain’s Olympic Tourism Strategy for London 2012.

Tom Wright described the Olympics and the Cultural Olympiad preceding it as a “…key moment for us” in terms of realising the wonderful opportunity for both sporting achievement and tourism.

Wright observed that rugby had been played at the 1908 Olympics (Britain has previously hosted two Olympics – 1908 and 1948) where Cornwall represented Britain in a game that was won by Australia, who took out the Gold Medal!

He spoke of the strong connections between the Britain and Australia and how the Aussie market figured prominently in their strategy due mainly to the sheer number of Aussies that travel to the UK annually, now numbering close to one million. A quarter of these (25%) visitors actually watch or participate in sport during their stay, ie around 250,000 annual Aussie visitors have sport on their mind.

The average for all visitors to the UK watching or participating in sport annually drops down to 14%.  Additionally, Aussies tend to stay longer than most visitors; and there is a good regional spread – and seasonal spread – which is why the Australian market is significant for VisitBritain.

Wright also highlighted key learnings from the Sydney Olympic experience and also the Commonwealth Games in Melbourne, and how this has helped in the planning of the Olympic Tourism Strategy.

Helen Liddell, the British High Commissioner (who hails from Glasgow) spoke of the sense of excitement and achievement that everyone felt back in the UK. On the day that the result of the bid was announced, Liddell was catching a plane to Australia to take up her post and the whole journey became a ‘party flight’ and a great memory.

Pictured left: Roger Burr, British Airways

Liddell spoke also of how the 2012 Olympics would be very unique, the first ‘sustainable Olympics’, alert to the carbon footprint, and leaving a legacy for generations.  In fact, one of the major goals of 2012 is to hold the first ‘non-car’ games.

Tom Wright also made the point quite well that London is used to ‘large scale’ so accommodation options will be plentiful, and additionally rail stock has been upgraded, with venues accessible via multiple transport systems.  The catchments area for people travelling into the venues will also be much broader than in previous games.

Liddell was keen to dispel the “outdated picture of Britain today”, which now has a significant ‘creative industry’, and is ready to re-engage with overseas youth as a top destination.

In conclusion, Liddell said that the winner of 2012 would be sport, multi-culturalism, diversity and sustainability (the environment). She says to all “Come and visit us – your cousins are waiting for you!”

So, as we move closer to the next Olympics, the UK is gearing itself up to take maximum advantage, and sporting packages will start appearing to tempt us to head for Old Blighty.

I am an easily tempted Mole, particularly with canal-side pubs, the odd ruin and the ultimate sporting experience – a chance to see the Poms go down against the Aussies in a final……..Is there anything better ??!

Hmmm. 

Think……..I’ve just given British Airways their new marketing campaign……!

A Report By The Mole