Olympic and Paralympic Winter Games: Tourism Planning Update September 27, 2007 VisitBritain’s Marketing Conference

2 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?

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

4 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

5 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

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.

7 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

8 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

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, , 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

11 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

12 Beijing 2008

13 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

14 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)

Visitor Centre Kiosks

Visitor Centre Kiosks

Visitor Centre Kiosks

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19 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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21 Thank You! Raymond Walt Karin

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