The Power of Destination Promotion
Paul Gauger• National Tourism Agency• Funded by Department of Culture, Media & Sports• Responsible for promoting Britain worldwide anddeveloping its visitor economy• Mission is to grow the value of inbound tourism toBritain

London 2012: How we saw the opportunity?

“Britain will be on the front pageof every single newspaper inevery single country in the world
for three weeks. And not just thefront pages, but the back pages,
the middle pages and thesupplements. There are not manyother opportunities whichguarantee you such exposure fiveyears’ in advance.”
Michael Payne
IOC Director of Marketing & Broadcast Rights,
1983-2004

Tourism Objectives
WELCOME
Improve

IMAGE
Promote Positive
Image of Britain

TOURISMLEGACY
CORE MARKETS
Refresh Britain’s
Appeal

EMERGING
MARKETS
Reach New Customers

Olympic Strategy (Tourism)

Pre Games
Build Image &Relationships

GamesTimeShowcase
BritainPost Games
Deliver theLegacy

Lesson Learned - Best PracticeSydney 2000
• Head of Olympic Games Media - Tourism Australia(formerly Australian Tourist Commission)• Additional funding with a focus on advertising andMedia from 97• Lessons learned from Barcelona in 92, Atlanta in 96& Nagano 98• Broadcasters were key• First time in Olympic history – non accredited
media centre – Sydney Media Centre• Empty rooms/high prices• Legacy – 9/11 in 2001 and SARS in 2002
• Gay Games 2002 and Rugby World Cup 2003

Beijing 2008
• Media Mission – introduce VisitBritain & services• Cautious & restrictive -Challenges with bureaucracy• Beijing Media Centre – Mainly Chinese• Press conference with London & Partners• Empty rooms

Vancouver 2010
• Canadian Tourism, Tourism Vancouver, Tourism BC• Media Savvy• Dedicated team members to key broadcasters• Daily “War Room”• Non accredited media centre• Britain media event for over 500 – Visa a sponsor• Short films• Focus on key markets – USA• Focus on legacy – half the funding was post GamesSeizing the London 2012 Opportunity

London Venues
Wembley
Regent’s Park

Olympic Park

Lord’s

ExCeL
NGA 1

Hyde Park
Earl’s
Court

Horse Guard’s
ParadeWimbledon

NGA 2

GreenwichParkRoyal
Artillery
Barracks

Venues outside of London

Broxbourne
Eton Dorney

Weymouth &Portland

HadleighFarm

Map of Britain Venues

Glasgow
NewcastleManchester
Cardiff

CoventryWembleyTransport•

Excellent transport links made it easy forvisitors staying in central London to get tothe 2012 venues•

The Javelin service made the journey fromKing's Cross/St Pancras to the Olympic
Park in just seven minutes.

•Spectators had a Travelcard included with
their event ticket••

11 rail lines served the Olympic Park

Volunteers were one of the key successexamples of the Games especially attransport hubs like venues and tube stopsetc..

Nations of Regions of Britain• Training Camps• Torch Relay• Cultural Olympiad• PR/Media• Media CentreTorch Relay• Arrived 18th May 2012

• 8,000 Torchbearers• 70 days• 95% of the country• Logistics and transportwere key

Cultural Olympiad - London 2012
Festival•12-week finale
21st June – 9th Sep 2012•1000+ events all over the UK•An alternative to sport and spread
across the city/country•7 million people attended events•200 million by broadcast and online

The World Will Be Watching• Unprecedented media opportunities – once in ageneration• Over 28,000 media during Games time alone• Accredited Media• Broadcast Rights Holders• Non accredited media

London 2012 –Broadcast Rights Holders• Official broadcasters who have paid for the rights toshowcase these events• NBC, Record, France 2, SVT Sweden, CH 9, SKY,CCTV, Media Corp

• 2 years on the road with pitch meetings• Influence their editorial – travel/lifestyle stories• During Games time and before where possible

London 2012
Accredited Print Media• Major newspapers and online outlets• Primarily Sports writers• Photographers• Some will cover destination stories• Main Press Centre

Our targets:
Non accredited media• Print and Broadcast Media• Limited access• Major outlets that can’t be ignored• Hungry for stories – good and bad!
• London Media Centre

London Media Centre• Media centre for both accredited & non-accredited
press• Central London location – 1 Great George St• 8am-Midnight• Britain Desk with strategic partners• London specific information and UK wide profiles• Press Conferences, Media Briefings and Events• Over 8,000 registration• Tours around the country• Film Permit across London• s2012 City Media Centre

TLondon & Britain Media Information
Centre - Olympic Park• Shared presence with London and Partners• “High Street” between MPC/IBC• Same content as London Media Centre• Accredited media• 8am - 8pm• Merchandise• Paralympics• Lessons learnedA co-ordinated media programme

Broadcastvignettes

Image bankBriefings

B roll footage

Locations’
Guide

Special offers
Spokespeople

Itineraries

Broadcast Tools

Britain Film Locations Guide• A guide highlighting the best
destinations/attractions for television• Iconic Britain and a time to expand horizons• Games Related venues/locations• The “money” shot that gives the viewer the “wow”• Stand up positions• Fees and Permits

BRITAIN FOR BROADCASTERS including
Northern Ireland

B-Roll – Broadcast Quality Footage• Key requirement by broadcasters• Ground and Aerial footage• Sweeping vistas/iconic locations• HD in most markets – some still want SD• We can house your footage too

A Roll - Short Films• Following from Vancouver 2010 and the Canadians• 1-3 minute stories with a script.
• Key 2012 locations and major tourism icons• Distributed via our media centre and direct tobroadcasters• Available to all broadcasters and online media

People to Interview

People of Britain• Interesting people tointerview/meet –characters• Insightful stories froma range of fields thatcan promote
destinations andattractions.
• Athletes – past andpresent• AristocracyCountry Specific Story Lines• International Faces• Local connections to a country• Born in another country but UK is now “home”• Current or Historical• Communities

Top 12 for 2012
• Host cities• Countries• Themes• Press Releases• 12 reasons

Itinerary Modules• Sample itineraries• Olympic related• Cities• Countries• ThematicMedia Offers

2012 Media Offers• Welcome to Britain• Exclusive offers to media around the UK• Discounted and complimentary min 50%• A range of product and experiences e.g. Tours,
Places to stay, attractions, eating establishments• Offers subject to availability• Validity – 3 months• 750 offers• Great exposure & free opportunity• Some partners were inundated.

Visiting Journalist Program• Global Press trips• Paralympics Press Trip
• Individual• Groups• Strong focus• Milestones• Not during Games time
• Ticket allocation for VIP’s

Online Media Centremedia.visitbritain.com• Register• 2012 Section• Story ideas/PressReleases• Imagery• B-Roll• Contacts• Social Media feeds

“You have showed

the world the bestof Britishhospitality”

Jacque Rogge, IOC
President 12 August2012

And the journey continued…..

Post Games
Deliver the Legacy

Keeping up the momentum• Media saturation?
• The show moves on• No big story…
• What’s new?
• Events?
• Anniversaries?
• New Accommodation• Significant Refurbishment• Restaurants/Chefs

GREAT Campaign Phase II

Post-Games marketing push

Impact on Britain’s image aroundthe worldAnholts Nations Brand Index Survey

Inbound Tourism 2013

Best Inbound Tourism Year inHistory

33m visitors  £21b spend

Figures and targets• Games as a springboard to attract 40 million
tourists• In 2015 - 36 million visits up 5%• On track to meet the 2020 target

Rugby World Cup 2015
• Sporting Legacy and another major event• Same strategy used as the Olympic & Paralympic
Games• Lessons learned• Media Centre• PR and Digital

#RWC2015 on Social in Japan•VB Japan Promoted and achieved engagement withregion where the Rugby World Cup 2015 was held
through VB Japan social channels.

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Twitter #RWC2015 JAPAN•In total of 46 #RWC2015 post from @VisitBritain_JP
account in Sep.
Result : 33,763,856 reach, 139,994 engagement and3,903 retweet

Brighton
Reach:1,825,623
Engagement: 6,883
Retweet: 540

London Eye
Reach: 1,335,991
Engagement: 1,402
Retweet: 135

Gloucester
Reach:1,079,321
Engagement: 2,382
Retweet: 142

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Twitter Campaign #RWC2015 JAPAN•Retweet & Follow
campaign– 23 – 29 Sep 2015

‘Result84,179 reach
2,909 Engagement
978 Retweet’
Cost of the Mug : 7.50 GBP55

#RWC2015 on Social in Japan56

PR: Destination coverage – Brighton•Winning of Japan Team in
Brighton increased
coverage of RWC2015,
Japan Rugby Team & city.
– Brighton wasremembered as the“miracle of Brighton”
in Japan by not only
Rugby fans but also
people in general– Nippon TV featured
Brighton in“Tuesday Surprise”, avariety show57

PR: Destination coverage – Gloucester•Gloucester had two
opportunities as thehost city of the Japan
Team•All major TV
companies filmed at theFanzone and Stadium•Nippon TV featured
Gloucester Cathedral•Mr Tachi, a well-known
actor and the official
supporter of RWC2015for Nippon TV visitedthe cathedral58PR: Destination coverage – Warwick (Camp of JapanTeam)•Approx. 70 media attended thepress event at Warwick Castle– Warwick was mentioned
many times as the campvenue of the Japan Teamby media– Major Japanese TVs andmore than 10 online media
featured the event atWarwick Castle, especiallythe kick by Goromaru– Local tourist board’s PRs
were connected with theJapan Team at the venue59

B2B: Co-operation with JTB, official travel agency ofRWC2015
Mr Takahashi, CEO ofJTB (centre) inBrighton (Japan vsSouth Africa)

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Happy to help

• Paul Gauger:

E: paul.gauger@visitbritain.org