South West Tourism recently attended a ‘national Olympic Games strategic marketing meeting' with Greg Klassen, Head of Marketing Strategy and Communications from the Canadian Tourism Commission.
It was a great opportunity to hear about Canada's tourism objectives, the opportunities that were available and their experience of using the Vancouver Winter Olympics for the benefit of tourism. We took along your questions and discussed ways in which the South West can benefit from the 2012 Games.
Canada had three phases of marketing and communications activity: pre, during and after the Games, and focussed on ‘Games related tourism' as opposed to ‘Games time tourism'. As London 2012 falls within our peak August holiday period, we all need to consider strategies at least for July - September 2012, as well as for the ‘Games related tourism' that has the power to increase awareness of the region over the years ahead.
The major opportunity for London and other English destinations is of course the international media spotlight which will generate a level of coverage with the power to change perceptions globally that would normally cost tens of millions of pounds, take years to achieve and is way beyond our resources - especially given the current limitations on public funding.
In the South West we have a mix of destinations and experiences that will appeal to different markets. In emerging markets such as China, India, Russia and South America, England is perhaps 2-3 nights as part of a Grand Tour of Europe. 1-2 of those nights will be in London, but we have the opportunity to present our well known destinations and places of interest in the South West as ‘must sees' on these itineraries. If we can encourage these new markets to spend 1-2 nights in the South West on their first visit - then let's use this as a taster to get them to explore a little more on their next trip.
Many will travel as part of an organised tour group and will be new to international long-haul travel and not used to our different customs and tastes. Whilst showing them the best we have to offer, we also need to think about training staff in welcoming them in their language, translating information, perhaps including some of their own tastes on the menu, and understanding their customs so as not to offend or be offended!
USA, Germany, Holland, France, Spain and Italy are our strongest overseas markets. Our goals here should be to inform them about the South West's unique destinations and build on a few really strong themes to attract them, such as: walking a section of the South West Coast Path, following literary trails, our world class or quirky events and, of course, experiencing our rich history and heritage.
In order to attract wider coverage out of London, the South West needs to make life as easy as possible for journalists. Mr Klassen suggested creating ready to use quality film footage of key locations, events and experiences with supporting facts and photographic material - these will need to be produced well in advance in 2011. We'll certainly be working with key partners, including VisitEngland, to develop these media packs and we'd welcome involvement from private partners too. The investment available to us will be limited and so support will be needed if we are to make the most of this.
We also need to ensure that we have activity in place following the Games, for example easy provision of information on group travel friendly hotels and tour companies. One of the biggest detractors to travel is making things difficult to research and book - the easier we make life for tour operators and independent international travellers the easier it will be to secure bookings from them.
Alongside this we need to consider a ‘price pledge' so businesses can reassure visitors that they'll get the same levels of quality and value as they would in other years and that prices will not be inflated.
There are likely to be impacts on our summer season in 2012. If we do nothing to plan for the Olympics, the perception is likely to be that England will be busy and expensive in 2012. The knock on effect could be fewer visitors, with our regular UK visitors travelling overseas and our overseas visitors holding off for a year. This could even extend beyond the period of the Games if visitors are unsure of the specific time frame of the competition.
South West Tourism has been working with VisitEngland on ideas to help counter this effect and there are a number of strategies that we are looking to progress. We're eager to present 2012 not only as the Olympics year, but as a Jubilee - 12 months of events and celebrations creating a great year to stay in the UK or visit from overseas.
For more information about how you can get involved with the Olympics please, click here.
Date added: Wednesday 28th July 2010
Latest updated: Monday 6th February 2012
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