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

1. 2012 Olympic & Paralympic
Games:
A tourism opportunity for
Britain
Sandie Dawe, CEO
São Paulo Fecomercio Council of Tourism &
Business
9 March 2012

2. 2012 – Great year for Great Britain

3. Our 2012 Strategy

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 destination
3. Deliver a world-class welcome to visitors in 2012 and beyond

5. Our 2012 Games Landscape
Britain wide benefit
Games 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. VisitBritain working with Olympic
sponsors and partners

8. USOC – TEAM USA: Britain Bound

9. VisitBritain working with media

10. 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

11. VisitBritain working with industry

14. A decade of sport – attracting major
events

15. • 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

16. Our marketing programme

19. Overview
o £100m 4 year GREAT tactical campaign
o £25m 15 month GREAT image campaign

20. 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

21. Showcase Britain, attract new visitors from tourism
growth markets and reinvigorate our appeal in core
markets

22. £100m campaign – year 1
o Invitation from celebrities
o Invitation from the industry
o Invitation from the British Public

23. Our tv advert

24. £100m campaign – year 1
o Invitation from celebrities
o Invitation from the industry
o Invitation from the British Public

25. 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

26. £100m Tactical Campaign

27. BA & Radisson Edwardian Hotels
US, Canada, Brazil

28. £100m campaign – year 1
o Invitation from celebrities
o Invitation from the industry
o Invitation from the British Public

29. 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

31. GREAT image campaign

32. 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

36. TOKYO

37. SHANGHAI

38. BEIJING

39. MUMBAI

40. SYDNEY

41. BERLIN

42. BERLIN

43. PARIS

44. PARIS

45. UNUSUAL FORMATS

46. NEW YORK

47. Other channels
Print
UNUSUAL FORMATS
• Individual titles
• Metro
– Ads
– Wrap
• Longer copy
• More experiential
Digital – Yahoo
Digital OOH
TV
Cinema
(Radio)

48. Thank you