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2010 Olympic and Paralympic Winter Games:
Tourism Planning Update
September 27, 2007
VisitBritain’s Marketing Conference
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Today
• What is the tourism opportunity from Vancouver 2010?• What have we done to date and what lies ahead?• What has worked well and what have been some of the
pitfalls?• How have we worked with the Olympic family (VANOC,
IOC, sponsors, etc) re: use of Olympic marks?• How have we engaged the tourism industry?• What marketing innovations have we been able to develop
surrounding the Games?
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2010 Tourism Opportunity
• The 2010 Winter Olympic and Paralympic Games present an unprecedented opportunity to raise the awareness of our host cities, province and country as preferred travel destinations, and to convert interest into increased visitation and revenue.– 5,000 Athletes– 10,000 Media– 3 billion viewers– Two thirds of the economic benefits could accrue to tourism
• Use the Olympics as a catalyst to grow tourism before, during and after the Games and also to spread tourism benefits throughout British Columbia, and Canada
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Background/Context
• The bid started with Tourism Vancouver • Strong support from the tourism industry and government • $600 million contribution from each of Federal and Provincial
Governments (total $1.2 billion)• Games underwritten by Province of British Columbia
– 2004 – Tourism British Columbia prepared a ten year tourism strategy leading to doubling of annual budget to $50 million
• Strong partnerships formed by VANOC and tourism host destination partners prior to and after Torino 2006
• CTC leading national effort– 2008 – anticipate incremental funding over 4 years
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Review of other Olympics and Tourism Strategies
• Review of previous Olympics and tourism: Calgary 88, Sydney 2000, Salt Lake 2002, Torino 2006
• Lessons: – Form partnerships with the Organizing Committee, Government
and Industry (“inside vs. outside the fence”)– One lead tourism agency or group– Begin early (before two years)– Strategies on teams hosting; working with sponsors; visitor
servicing; regional representation; media; addressing aversion effects; sustaining post games momentum
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2010 Tourism Consortium
Purpose:• To work together to coordinate tourism strategies and
resources at the host cities, host province and host Country level
• Work with the governments and tourism industry partners and other organizations involved and interested in the 2010 Games
• Act as tourism window for VANOC, the IOC/NOCs, Broadcasters, Sponsors
• Coordinate tourism opportunities and cross promote government objectives, e.g. investment, sport and culture.
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Coordination of tourism plans and strategies
2010 Tourism Marketing Consortium Tourism British Columbia
Tourism Vancouver
Tourism Whistler
Canadian Tourism Commission
Many Strategic Partnerships…bilateral & multi-party collaboration Provincial: Ministry of Tourism, Sport and the Arts, BC Olympic Games
Secretariat, 2010 LegaciesNow, Tourism Richmond, West Vancouver, and tourism regions and sectors, e.g. aboriginal tourism, wine, cuisine
National: DFAIT, Industry Canada, other provinces and territories
VANOC, and IOC family
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Coordination of Tourism Opportunities at National level
2010 National Tourism Working Group “Canada’s Games”
Chaired by Canadian Tourism Commission
Formed June 2007
All Provinces and Territories
Coordinate Canada message and opportunities with strategies of 2010 Tourism Marketing Consortium
2010 Joint Tourism Olympic Strategy
• To prepare a joint tourism strategy amongst the key partners to maximize the tourism benefits of the 2010 Olympic and Paralympic Winter Games
• Project Steering Committee:– Tourism British Columbia; Ministry of Tourism, Sport and the Arts;
Tourism Vancouver; Tourism Whistler, Canadian Tourism Commission
• Eleven key strategy areas (working groups: goals; strategies, tactics, roles and responsibilities and resources)
• Scheduled completion in Fall 2007• Presentation session to be hosted by Minister of Tourism, Sport and
the Arts for government, industry and VANOC
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2010 Tourism Strategies• Brand Integration/Promotion
– Image and Awareness– Interest
• Media Relations– Unpaid media
• Travel Trade Promotion– Trade shows, tour operators,
airlines• Consumer Campaigns
– Direct consumer– Online, new media
• Meetings and Conventions– Awareness
• Beijing 2008
• Visitor Experience– Visitor Information (information Centres, 1-
800, websites– Accommodation– Customer Service/volunteer training
• Sponsors – TOP– National
• Events– E.g. Leveraging Torch Relay,
Opening/Closing Ceremonies, Cultural Olympiad, Robson Square, etc., post games
• Regional Involvement– Communities/Regions– Product Sectors, e.g. Cuisine, Aboriginal,
Winter sport• Research and Measurement
– Tracking– ROI
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Status
• Marketing– Licence agreements almost finalized with VANOC– Winter Campaign in BC key markets (trade shows, and direct consumer)– Trade campaign – Planning for Rendezvous 2008 – involvement of VANOC,
political leaders, and Canadian Athletes in selected Olympic and Paralympic sports to showcase Olympic venues to 1800 delegates and world media
– Education of trade operators answering questions about timelines, construction, accommodation and prices
– Brand and Look and Feel of Games (VANOC and Governments)• Media Relations
– Met with European TV rights holders (BBC, ARD/ZDF, EuroSport), NBC, CTV ; Asian Broadcasters this November
– Met with VANOC and IOC OBS to feature “money shots” and footage– Determining servicing levels required for media for 2010 (Accredited and
Unaccredited)– HD B-roll and photos; coordinate with other agencies
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Beijing 2008
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Status
• Beijing 2008– Tourism objectives and tactics defined– BC Canada Pavilion in downtown Beijing. Providing input to content, events,
visitor servicing, and media strategies• Regional and Community Involvement
– Tourism BC is working with six tourism regions, and provincial tourism sectors– Regional and community plans underway– CTC working with provinces and territories at national level
• Sponsors – Working with VANOC to approach sponsors that require assistance (e.g.
information on destinations), and also to leverage spending– Tourism Vancouver, and Tourism Whistler ready to leverage existing
relationship with VISA
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Status
• Hospitality Venues– Tourism Vancouver and Tourism Whistler coordinate inventory and information
from members for VANOC
• Research
– Research & Measurement Framework prepared and shared with Industry Canada and BC OGS
• Visitor Servicing– WorldHost: Ambassador and SuperHost 2010 customer services programs
piloted – Tourism BC is providing the accommodation reservation service for VANOC’s
Olympic clients (500,000 room nights)– Accessibility 2010– Draft concept for visitor kiosks ( in Vancouver and Whistler)
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2010 Visitor Centre Kiosks
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2010 Visitor Centre Kiosks
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2010 Visitor Centre Kiosks
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CTC In Market Events
• Bryant Park, New York• Canada Day Celebrations, Trafalgar Square,
London– Media Advertising Value £330,000– Sponsorship Revenue £260,000– Attendance over 40,000
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Thank You!
Raymond Chan [email protected]
Walt Judas [email protected]
Karin Zabel [email protected] 638 8301
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