Post Olympics thoughts on branding, marketing and tourism: the GREAT Britain Campaign

The Great Campaign

As has just revealed, 2012 chairman Lord Sebastian Coe will lead the GREAT Britain campaign, promoting the country as a great place to visit, study, work, invest and conduct business following the Olympics and Paralympics.

Lord Seb Coe

The campaign, launched by Prime Minister David Cameron last year, is designed to use the success of London 2012 to enhance Great Britain’s reputation abroad and to maximise the economic potential the Games has produced. The Olympic and Paralympic Games have provided Great Britain with a fantastic record of medals as well as a platform to rebrand the country and foster its international reputation.

Some key figures and facts about London 2012 (Source: LondonTown):

9.6 million tickets for sale (8m for Olympics, 1.6m for Paralympics)

£625m Amount Londoners will contribute to the Olympic and Paralympic Games

£10bn Estimated amount of revenue the Olympics will generate for the British economy

£2.1bn Estimated revenue generated by tourists during the London 2012 Olympics

£537m Cost of Olympic Stadium (revised from £280m)

£214m Cost of Aquatics Centre (revised from £74m)

4bn Estimated global audience for the opening ceremony on 27 July 2012

20,000 accredited media

200,000 Total workforce needed for the London Games, including paid workers, volunteers and contractors

5,000 Estimated new homes available to East Londoners after Games, 3,600 of which to come from the Olympic Village site

7 Time in minutes to get from Kings Cross in central London to Olympic Park on the Javelin high-speed train service, designed to carry 320,000 people per hour

98 Percentage of construction waste that has been reused, recycled or recovered

After the enormous success and global recognition, the Games will be used to deliver a long-term boost to trade and tourism: the campaign is designed to last for three years, making the most of 2012 – a year which has seen the UK playing host to the Olympics and the Paralympics, as well as the Diamond Jubilee of Queen Elizabeth II and the Royal Wedding.

The campaign is built around the key themes that make Britain GREAT: countryside, culture, heritage, creativity, entrepreneurs, green, innovation, knowledge, shopping, sport, music and technology. Each showcases a different aspect of the UK’s character and expertise.

Launch events have already taken place in New York, LA, Rio de Janeiro, Melbourne, Delhi, Tokyo, Shanghai, Hong Kong, Vancouver and Toronto. More than 90 British celebrities and 60 businesses have supported the campaign to date.

VisitBritain is the national tourism agency, responsible for marketing Britain worldwide & developing Britain’s visitor economy.

We’re all well aware that Rome was forced by the economic downturn to withdraw its candidature as host for the 2020 Olympics, however when are we to see a similar effort to maximize Italy’s potential and promote its wonders and many capabilities abroad?

Note of the blog’s author: the original materials of this post are part of the application process relating to the Team Florens competition; the subject of this post is included in the range of topics that will be dealt with at the forthcoming Florens 2012 meeting.