crisis communications exercise was orchestrated, so that VisitBritain and the
tourism industry emergency response, were prepared.
for staff were constructed, to ensured that the communications referring to the
games, compiled woith the IOC guidelines, alongside the laws surrounding
olympic brand protecion, which was followed by regularly updated lines.
was co rodinated and communicated across a netowrk whereby good relations were
maintained with valuable stakeholders
was support and pariticpation of staff across various departments and offices,
in order to maxmise the potential of the games for british tourism.
order to take advantage of the tourism opporutnities, to there fullest, Visit
Britain worked in partnership, with destinations and tourism businesses
throughout the UK, in order to spread awareness of the economic benefits for
tourism, as well as the business opportuities, the games had to offer.
the UK Industry
the 2012 london olympic games, according to.. offers an explanation into the
residents support towards the hostinf of the event, with whether they are
perceiving the event portrayal as fair/unfair inflences their supportive
Hosting Olympic Games Events, can potentially provide economic,social and
environmental benefits to to the host country and their residents.
hosting of 14 GREAT Britain media events- featuring guests such as premier
league footballers, as well as the particpation of 500 overseas media in tours
to england,scotland,wales and northern ireland.
lead up to and during the games, visitbritain worked with thousands of olympic
broadcast rights holders and non accredited media, from over 100 countries.
This was to ensure that their coverage went beyond london and the rest of
Britian- Strong Branding- through tactical promotions, whereby the british
public were asked to invite their friends and relatives to london in 2012, with
a creative titled ‘Sharing is GREAT Britain’, which was used in a press
promotion with the daily mirror, an expedia overseas campaigns and in digital
promotions on the Love UK facbeook page and website,visitbritian.
coverage of all the major milestone dates and activities, games-related, through
twitter feeds and the “Love UK” page on facebook launched intially in
2007, by 2012 the page had successfully become the seventh largest UK brand on
the site, as well as the fifth fastest growing facebook page in the world.
media activity- also vital to the success of the event.
that britains strong tourism products can be easily packaged and sold in
britain in relevant markets
about enhancing britains image- such as its strenght,heritage,taditional and
to welcome 40 million visitors by 2020, following a consultation on growth
stretegy for inound tourism
cities in nine countries, in January 2012, were targeted in a £25 million
tourism awareness campaign, in Paris,Berlin,New Yorl,Los Angeles,Toronto,Rio De
Janero etc, with an emphasis on “GREAT Britain themes”, which were
considered to be heritage,culture and countryside, utlising digital
media,print,cinema and outdoor media, in order to maximise its effectiveness.
enable a global reach for the advertisement, they were played on BBC World, BBC
America and bbc.com, as well a social media platforms such as YouTube.
global television ad was launched, as part of the marketing campaign, featuring
celebrity british icons such as Dame Judi Dench and Jamie Oliver, offering a
personalised invitation to encourage people tp attend.
Games enabled the creation of an “ambitious marketing programme (Visit
Britain), through aspiring tourists to reavel to Britain and increasing the
number of people visiting the UK.
change in the perceptions and improvements, with britains image in many
markets, as well as media coverage that is positive.
London Olympic Games and Paralympics
two groups, can therefore be divided into two categories, which are the ‘Prime’
games visits and the ‘secondary’ games visits.
July- September 2012, 8.9 million visits from overseas visitors, spending £6.4
billion in the UK, with 470,000 visits being for the purpose of taking part,
watching or working at the games, whilst 841,000 visits, which is an
increasingly larger quantity, were attending a games event.
London 2012 olympic games enabled an opportunity maximise the ecominic benefits
of tourism across the UK. VisitBritain adopted a strategy that was to not onle
effectively market the Olympic Games and Paralympic games, however to
additionally take advantage of the worldwide media attention, to promote
britain to new and exisitng audience globally.
London 2012 Olympics and Paralympics- prime example of event tourism.
Olympic Games, are signified as a global, commercial opportunity, as well as a “global
spectacle’, as its linked to tourism, extending beyond sports tourism and into
the wider context of social encounter
one of the most fast growing segments, of not only individual however also
collective sports, due to its potential to attract visitors and gain media
attention, as well as economic impac
Sporting events , can be considered as
short term, however with long lasting consequences, attracting large numbers of
international tourists and in order to be set up, they requires strong public
commitment, as well as public and private financial contributions, due to the
fact that they are an extremely high cost to the host country and the city. These
include events such as the Olympic Games, World Cup and the Tennis Open that
are large in size and a special in nature, with an effect on the entire economy
of the city or region, or single country. They hold a strong economic impact in
the host community, due to its ability to attract large numbers of visitors, as
well as benefitting from global media coverage.
Motivations will depend on the event, with
a business event travelers motivations to attend international conferences,
being examined by Oppermann and Chon (1997). From the perspective of
association and attendees decision making, the factors for attendance could
potentially be for personal and business factors, and intervening opportunities.
The nature of in particular, the sport tourism experience and motivation has
received a large amount of attention, with active and passive sports tourists
being identified by Gibson (1998,2006), whilst Fairley and Gammon (2006), examined nostalgia as a motivator, which
links to notion of community of interests or sub-cultures.
Motivational research into the events
sector, is well established , with escapism, being identified as a key
motivator, that leads people to events for the ‘generic benefits’ which include
entertainment, socializing, learning and novelty seeking, to get away from
normal day to day life.
According to Getz(2008) events can be
categorized, with the eight types being cultural,political,arts and
entertainment,business,science and education, sporting events, recreational
activities and private occasions.
Events can be defined as “special
happenings that are held infrequently and have a fixed term, providing
participants with opportunities for social interaction beyond everyday life”.
(Jago and Shaw 1998), as well as being an important motivator of tourism within
the development and marketing plans of most destinations. “Event
Tourism”, as a term, however has only been established a few decades ago,
in the tourism industry and in the research community, similarly to event
management’, which is a professional field that is fast growing. They also
provide recognition for the organizers when there has been a considerable
impact on urban development, such as new trends in planning and in long term,
strategies to boost tourism through public and private investments and renewed