45 45775

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Published on April 18, 2008

Author: Dolorada

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London 2012 Olympic Games & Paralympic Games:  London 2012 Olympic Games & Paralympic Games Presentation to BTDC 19 April 2006 2012 Key dates:  2012 Key dates Olympic Games: Friday 27 July – Sunday 12 August Paralympic Games: Wednesday 29 August – Sunday 9 September Six years, three months and eight days to go … “The world’s biggest peace-time logistical operation”:  “The world’s biggest peace-time logistical operation” 220 nations 10,250 athletes (+ 4,000 in Paralympics) 6,000 coaches and officials (+ 2,300 in Paralympics) 5,000 Olympic Family 20,000 press / media 7,000 Official sponsor representatives 9.6 million tickets (4.3 million @ <£20) Venues:  Venues London – Olympic Park, ExCel, Greenwich, Docklands, Regents Park, Hyde Park, Lords, Wimbledon, Horseguards Parade, Royal Artillery Barracks, Wembley Rest of UK – Eton Dornay, Weymouth & Portland, Hampden Park, Millennium Stadium, Old Trafford, St James’ Park, Villa Park London 2012 Objectives:  London 2012 Objectives To host an inspirational, safe and inclusive Olympic Games and Paralympic Games and leave a sustainable legacy for London and the UK 1. To stage an inspirational Olympic Games and Paralympic Games for the athletes, the Olympic Family and the viewing public 2. To deliver the Olympic Park and all venues on time, within agreed budget and to specification, minimising the call on public funds and providing for a sustainable legacy. 3. To maximise the economic, social, health and environmental benefits of the Games for the UK, particularly through regeneration & sustainable development in East London 4. To achieve a sustained improvement in British sport before, during and after the Games, in both elite performance - particularly in Olympic and Paralympic sports – and grass roots participation Slide7:  Government – funding, legislation, lottery, wider benefits for UK involving national, regional and local level GLA/LDA/TfL - funding, assembling land and obtaining planning permissions, wider benefits for London and transport Olympic Delivery Authority (ODA) – responsible for delivering venues and infrastructure London Organising Committee for the Olympic Games (LOCOG) – responsible for staging Games British Olympic Association (BOA) - responsible for safeguarding Olympic values and delivering TeamGB London 2012 delivery bodies …and their relationships:  ODA LOCOG Olympics Minister LOCOG …and their relationships Supporting delivery structures:  LCWG Supporting delivery structures IDG Nations and Regions Group 9 English Regions and DAs, plus national & regional sports bodies & VisitBritain Local Working Groups Business & community engagement across UK Tasked with developing & delivering regional Olympic plans Interdepartmental Steering Group Whitehall Departments, DAs and Regional reps Strategic oversight of Govt contribution to the Games and Olympic programme London Coordination Working Group GLA, LDA, TfL, borough and community reps and other London stakeholders Coordinating London contribution to the Games and Olympic programme NRG Progress since 6 July:  Progress since 6 July London Olympic Games & Paralympic Games Bill (received Royal Assent on 30 March) Olympic Lottery Key ODA and LOCOG appointments Work commenced on & design team chosen for Olympic Park site 80,000 registered volunteers National Business Summit & regional roadshow plans First progress reports to IOC Co-ordination Commission London 2012 - The tourism opportunity:  London 2012 - The tourism opportunity Our main tourism challenges:  Our main tourism challenges Ever more competition Time-poor audiences Quest for exotica, escapism & experiences Providing value for money Breaking new markets Reaching younger customers Injecting passion and excitement into our brand The answer … London 2012 – the scale of opportunity:  London 2012 – the scale of opportunity Barcelona 1992 – doubled number of international visitors during following decade & became 6th most attractive European city to locate in and do business Sydney 2000 – prompted a 700% increase in web traffic to the ATC and generated over £1.5 billion for the Australia’s visitor economy Athens 2004 – TV audience of 3.9 billion, on 300 channels in 220 countries with 35,000 hours of coverage, plus an estimated 21,500 media attending the Games, many of them unaccredited London 2012 – the scale of opportunity:  London 2012 – the scale of opportunity Between 50 – 70% of the net economic benefit of staging the Games, measured over a 7-10 year period, will accrue through tourism Early estimates suggest the Games might generate around £2 billion for Britain’s visitor economy Almost two-thirds of this growth will occur in the four years after the Games London 2012 – the scale of opportunity:  London 2012 – the scale of opportunity Two types of Olympic tourism: Olympics-related tourism - athletes, officials, sponsors, spectators & media in the run up to and during the actual Games Olympics-motivated tourism - additional tourist visits to and business events in Britain as a result of heightened interest in the destination What might this look like? :  Much of this will be “substitute” tourism What might this look like? Source: VisitBritain, April 2006 (NB BRICS = emerging markets) Tourism 2012 objectives:  Tourism 2012 objectives To grow London & UK’s visitor economies faster than would otherwise be possible To reap the economic benefits throughout the UK To maximise the long term legacy To set new standards for how tourism can be integrated into major international events To become the case study of the future Tourism 2012 opportunities: Image:  Tourism 2012 opportunities: Image Align as closely as possible with the Olympics brand values to reinvigorate Britain’s image & appeal to tomorrow’s travellers Bolster the contemporary aspects of the Britain brand by injecting more passion and vibrancy Reduce our dependency on Western Europe & mature markets by appealing to new markets Tourism 2012 opportunities: Media:  Tourism 2012 opportunities: Media Build on/influence the immense media coverage of the Games & associated events/festivals Equal attention given to both accredited and unaccredited media Create a 60-day global documentary on Britain – plus before and after… Exploit the huge potential created by 2012 as the world’s first truly digital Games Tourism 2012 opportunities: Events:  Lever our 2012 Bid win to attract more sporting & international events, conferences & conventions Focus on industry sectors with a natural allegiance to Olympics, including sports Package existing events together to create themes/campaigns/major events that are greater than the sum of the parts Work with partners throughout Britain to drive international & domestic tourism Tourism 2012 opportunities: Events Tourism 2012 opportunities: Standards:  Use Olympics as catalyst for addressing the variable quality of UK tourism product Get majority of guest accommodation quality assured & engage attractions behind single agenda Make our accommodation & attractions as strong a driver as our culture, heritage & sport Lever the 2012 Paralympic Games to address gaps in the National Accessibility Scheme Tourism 2012 opportunities: Standards Tourism 2012 opportunities: Profile:  Use Olympics to place tourism firmly on the national agenda by: Attracting new commercial and non-commercial partners for the sector Securing long-term investment and support for tourism Strengthening awareness of the key tourism bodies Promoting tourism as a sustainable legacy for the Games Tourism 2012 opportunities: Profile Tourism 2012 - Critical Success Factors:  Tourism 2012 - Critical Success Factors Learning Learn as much as we can from previous Games, their organisers and their respective tourist bodies Identify exactly how tourism can support the IOC’s objectives, eg youth, uniting sport & culture, celebrating humanity & understanding Work inside the tent, ie with IOC & LOCOG’s partners to add even more value to packages Tourism 2012 - Critical Success Factors:  Tourism 2012 - Critical Success Factors Timing Start as early as possible Concentrate on understanding the Olympic brand and building relationships within the Olympic family before launching activities Set milestones and targets early but recognise that strategies – and key players – will change over six years Beware Olympic cycle through euphoria to disenchantment Tourism 2012 - Critical Success Factors:  Tourism 2012 - Critical Success Factors The Handover: Beijing 2008 Britain needs a major presence (at Atlanta ’96 there were c.500 Australians watching, learning & building relationships) The handover is all about the destination, making it a major tourism opportunity Our marketing programmes must kick-in as soon as torch is handed over and culture festival begins Tourism 2012 - Critical Success Factors:  Post-Games Long-term vision is critical: the circus moves on very quickly LOCOG is responsible for delivering the Games only Our post-Games marketing needs to kick in with a vengeance while the Games’ organisers are still nursing their hangovers Tourism 2012 - Critical Success Factors Tourism 2012 - Critical Success Factors:  Managing Expectations The Games are a long-term investment and not a short-term money spinner Not every nation will want or can afford a prep/training camp, and most teams are very small The competitions are predominantly taking place in London Tourism 2012 - Critical Success Factors Tourism 2012 - Critical Success Factors:  Tourism 2012 - Critical Success Factors Partnerships Presenting a co-ordinated front to the Olympics family is critical VisitBritain & Visit London must work together on every aspect While some jostling for position is inevitable there is room for everyone Next steps:  Next steps ‘Olympic Tourism Forum’, June 2006 To sketch out a combined vision of how British tourism might develop over the next decade To share our learnings about the tourism opportunities presented by the Games and thus manage the industry’s expectations To outline the particular vision & action plan for London & opportunities for the rest of the UK Industry-wide consultation Launched at ‘Forum’, with a three-month consultation period Tourism 2012 Strategy launched end 2006

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