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).

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message