Government promises 'best marketing plan' for London 2012

Government promises 'best marketing plan" for London 2012
Government promises 'best marketing plan" for London 2012

Culture Secretary Jeremy Hunt has announced a new Government pledge to produce "the best marketing plan that any country has ever had" around the London 2012 Olympics, in his first key-note speech on tourism policy.

Speaking in Weymouth, Dorset on Friday (11 June), the site of the first 2012 Olympics venue to be completed, Hunt said he hoped to create tourism legacy from Olympic Games and Diamond Jubilee, and to boost domestic market share.

Hunt's stated goals include the creation of a new fund with the aim of generating £1 billion worth of PR and marketing activity in priority markets in the years around 2012.

The culture secretary stressed that the UK would learn the lessons from other global events in the past such as the Olympics in Barcelona and Sydney, and Germany's hosting of the World Cup.

He said: "My priority is to make sure that London 2012 gets it right; that we draw on all these lessons to produce the best tourism marketing plan that any country has ever had." 

The Government is also hoping to harness the potential of 2012 by creating a "sustained and sustainable increase" in the number of tourists visiting the UK.

A new goal to increase the domestic tourism spend by UK residents to 50% of the total was also set, along with a promise to review the web of quangos that affect tourism.
The tourism industry is valued in the region of £90 billion to the economy.

Hunt said: "Making sure we have a lasting tourism legacy from hosting the 2012 Olympic and Paralympic Games is one of the most pressing issues for the industry, and a top priority for Government too. I want to do all I can to help deliver an increase in visitors to Britain in the years that follow.

"I believe no other country can offer such rich history, wonderful culture, or stunning countryside, and it's important we showcase to the world the amazing range of attractions and experiences this country offers."

The DCMS will work with private sector partners both to build up this fund and work out the most cost effective way to spend it.  Detailed plans of how this fund will work will be published by the end of September.

Last week, the Culture Secretary announced plans to reform local cross-media ownership rules and asked broadcasting regulator Ofcom to look at the case for removing all cross-media ownership rules at a local level.

The plans for deregulating ownership rules for the local media industry were made as the coalition Government scrapped Labour's independently funded news consortia (IFNCs).


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