Olympics
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1st Floor, 17-21 Old Street, London EC1V 9HF
t +44 (0)20 3058 1100 f +44 (0)20 7253 6846
e jay.nicholl@makeitclear.co.uk www.makeitclear.co.uk
running with the best - Alternative ways to stand out in 2012 for less
The Olympics is a chance to make your attraction part of the core offering of London. The economic opportunity afforded by a globally consumed event like the Olympics is rare, but its effects can be long lasting. The Olympic legacy will produce great effects on the infrastructure of the capital and, if attractions take advantage, will leave long lasting business benefits. Barcelona’s Olympics made a surplus of just £2 million over the course of the event, but within 2 years of the event tourism to the Catalonian capital had doubled. The real benefits will be seen by those attractions that are noticed during the Olympics, it’s always nice to be in the driving seat. But it can be difficult to get heard above the noise of major attractions and sponsors. Even if an event isn’t particularly attractive under normal circumstances; with enough promotion and media attention an audience can be drawn to even the most mundane attraction – just ask David Blane. With the Olympics competing for the attention of tourists and residents alike in 2012, attractions will find it difficult to get noticed. The buzz won’t just be heard in the UK, it’ll be worldwide. The opportunity to make a mark on global tourism is reserved for globally inclusive occasions like the Olympics.
BE “ThE rEaL BriTain”
Britain isn’t all cups of tea and the Queen. In fact it’s a highly multicultural hive of modern technology, art and front-running opinion. Holiday-makers coming to see the period drama version of Britain may be disappointed, but for those who want to see the real Britain your attraction could be big a part of it. Culture vultures will be amazed by the vibrancy of what is externally portrayed as a nation of bowler hat wearing bankers with stiff upper lips. Nightclubs and bars would benefit from this positioning, as might theatres and alternative evening entertainments like late opening galleries and attractions.
BE yOU
The temptation to shout loudest may be strong when up against the cacophony prompted by the Olympics. But 2012 shouldn’t dilute your brand. Keep your messaging consistent with the values your company embodies and you’ll be doing your brand a long-term favour with short-term marketing. Even when standing out from the Olympic experience your brand still needs to stay faithful to itself. Get your messaging right and you maintain your brand. Talk to people with the right tone, your tone, and you’ll be much more audible amongst the noise of 2012.
So how can attractions compete for attention against the cacophony of the Olympics?
BE DiffErEnT
Joining in with the crowd makes it hard to be heard individually. Becoming an alternative means you can step away from the crowd and attract those who want to escape the Olympic fuss. For venues that provide artistic or cultural experiences, attention can be attracted in a number of ways. Presenting the company as an oasis amidst the blood, sweat and tears of sport makes your brand stand out for reasons you can support and gives people space to breathe away from the sports.
Being part of the Olympics: Owning 2012
In 2012 brands will need to make a choice, with it or against it? The answer to that question depends on lots of things. Does your brand have the right connections to make a claim to being part of the Olympics? For those directly involved as venues for events, the answer’s a resounding yes. Things that entitle brands to claim a part of the Olympics aren’t just expensive sponsorships or merchandising deals, there’s also a shared passion for pride, performance or unity – dependent on your brand of course. Taking part in Olympic feeling is something that can help to make you stand out from your biggest competitors.
BE ThE BriTish arChETypE
London has its own culture, it’s the beating heart of the world economy and a place for extravagance and luxury; but England as a nation is a different animal. Venues like London Dungeon can lay a claim to real English culture; if your venue can do the same, it should. Exhibitions of stereotypical British culture can only help to cement venues as a must-see attraction; for holiday-makers and day-trippers alike. A way for Union Jack adorned tourists to digest the Britain they’ve seen in films; and for some venues, they probably have seen some important London venues in quintessentially British films like Notting Hill and Peter Pan.
So how do you own the Olympics?
BE parT Of LOnDOn
Being part of the Olympics is much more than putting a baton on a banner. There has to be a genuine link to the games to make a claim. Luckily some London venues have a real connection to 2012. The Royal Parks will be driving visitors to their locations as they host key events. These locations need to highlight their being a venue by virtue of being inextricably connected with London. The Olympics always play second fiddle to the culture of the cities that host them. The real buzz around 2008 was China’s extravagant presentation and seemingly limitless resources. Being perceived as one of the places that makes London what it is could be a shrewd move in 2012 and beyond.
white paper | Running with the Best
page 1
sTanD fOr sOmEThing
When your brand can facilitate feeling, you can lay claim to that sentiment. The Olympics evokes all sorts of emotions. We feel elation, excitement, pride and togetherness all in the course of a race. If your brand gives your consumers that feeling, you’re already a part of the Olympics. Show your audience a connection to the emotion and your brand can own that emotion. Locations like The Royal Parks can make those claims. “The Royal Parks, recharging runners since 1851.” It’s about making your audience see where you fit in with the Olympics, understanding that the things they love about the Olympics, they’ll also love about your brand.
Offers to visitors who sign in on location aware channels like FourSquare or Facebook Places mean you’ll get free promotion to your visitors’ contacts. Advertise well and you’ll send more visitors to your retail locations, plus everyone loves a good deal: “20% off your meal when you check-in on Facebook Places.” With an increase in smartphone use expected to continue into 2012, your results will depend on accessing large mobile audiences.
prOmOTE WiTh yOUr vEnUE
But it’s not all online, there are alternative opportunities for brands to stand out during the Olympics. The advantage for some major brands is easy access to effective and cost-efficient advertising spaces, their premises. Some institutions have access to prime locations like, allowing them to advertise on location to a wide audience. The newly developed transport infrastructure will allow for easy access to many venues. Take advantage of your connection to Crossrail, the newly developed system will bring more than 1.5 million people within 45 minutes of London’s central business districts. Prominent visual cues in the form of enhanced visibility can produce amazing results. Simple wayfinding visible at departure points could be the difference between a visitor attending your attraction or finding their way to another. Those that don’t have the luxury of a high visibility venue can make the most of their premises by taking advantage of their iconic status. Places like the The Queen’s House have prestigious historical buildings and a magnetic draw to tourists but will have to think strategically with signage, wayfinding and advertising to draw visitors from nearby locations. For those brands that don’t have access to iconic locations or billboardbeating locations there are alternative methods to become part of the fabric of 2012. Manchester’s Commonwealth Games demonstrated that redressing the drab will work to great effect. The B of the Bang was a sculpture that drew an audience to the often overlooked City of Manchester stadium, the home of Manchester City Football Club. Their location was typically bypassed for Old Trafford, home of Manchester United. Making your location part of the Olympics will make your venue unavoidable for those who want the complete 2012 experience. It can be achieved with creative signage and venue dressing that grabs attention and starts conversations.
BE ThE BEsT
The Olympics is about competition. If your brand is the best at something, tell everyone! If there’s one occasion that permits pride, it’s the Olympics. There are a lot of ways to show the world how seriously you take your work, so brag a little.
BEST
Sports and competition are well associated with brash, competitive claims. So don’t feel afraid to make big claims because everyone else will be. All in your own tone of voice of course.
The right channels - relevant promotion in 2012
In 2012 brands will have to compete for their audience’s attentions against top global competition and increased advertising by aspirational smaller companies. To stay front of mind brands are going to have to approach their marketing in more creative ways. Attractive, effective marketing doesn’t have to be expensive. It may well be within your means to buy prime TV spots but there are other ways to get people talking about and engaging with your brand.
So what can your brand do to reach your audience in 2012?
prOmOTE ThrOUgh DigiTaL
Digital continues to grow, and there are some targeted solutions that cost less with greater engagement and social payoff than traditional marketing channels. During the 2010 World Cup there was a lot of buzz on Twitter about the competition. In the last 15 minutes of the World Cup final there were 2000 tweets per second on average related to the World Cup. Imagine the reach of a sponsored tweet during the final of the men’s 100m. Then consider that 46% of active Twitter users access the service on their mobile phones. That’s a huge mobile audience. Olympic themed Twitter feeds to your home page help to highlight the impact the Olympics is having on your venue; tools can now select appropriate associated content displaying only positive opinions about your organisation. Launching a location campaign is a targeted approach with a direct impact on unfamiliar Olympics tourists. Layar is an iPhone and Android based augmented reality app that allows users to overlay information on top of a live camera feed. Imagine providing information about the more interesting pieces in your attraction that is fed directly to Layar.
nUmBEr CrUnChing
100% increase in Barcelona’s annual visitors two years after the Olympics
– Centre d’Estudis Olímpic
77% of all European mobile sales will be Smartphones in 2012
– Carphone Warehouse
£22 million increase in turnover
– for 250 companies in the Manchester Commonwealth Games
Want to discuss how to make your brand stand out during the Olympics? Call Vanessa on +44 (0)20 3058 1101
white paper | Running with the Best
page 2
1st Floor, 17-21 Old Street, London EC1V 9HF
t +44 (0)20 3058 1100 f +44 (0)20 7253 6846
e jay.nicholl@makeitclear.co.uk www.makeitclear.co.uk
running with the best - Alternative ways to stand out in 2012 for less
The Olympics is a chance to make your attraction part of the core offering of London. The economic opportunity afforded by a globally consumed event like the Olympics is rare, but its effects can be long lasting. The Olympic legacy will produce great effects on the infrastructure of the capital and, if attractions take advantage, will leave long lasting business benefits. Barcelona’s Olympics made a surplus of just £2 million over the course of the event, but within 2 years of the event tourism to the Catalonian capital had doubled. The real benefits will be seen by those attractions that are noticed during the Olympics, it’s always nice to be in the driving seat. But it can be difficult to get heard above the noise of major attractions and sponsors. Even if an event isn’t particularly attractive under normal circumstances; with enough promotion and media attention an audience can be drawn to even the most mundane attraction – just ask David Blane. With the Olympics competing for the attention of tourists and residents alike in 2012, attractions will find it difficult to get noticed. The buzz won’t just be heard in the UK, it’ll be worldwide. The opportunity to make a mark on global tourism is reserved for globally inclusive occasions like the Olympics.
BE “ThE rEaL BriTain”
Britain isn’t all cups of tea and the Queen. In fact it’s a highly multicultural hive of modern technology, art and front-running opinion. Holiday-makers coming to see the period drama version of Britain may be disappointed, but for those who want to see the real Britain your attraction could be big a part of it. Culture vultures will be amazed by the vibrancy of what is externally portrayed as a nation of bowler hat wearing bankers with stiff upper lips. Nightclubs and bars would benefit from this positioning, as might theatres and alternative evening entertainments like late opening galleries and attractions.
BE yOU
The temptation to shout loudest may be strong when up against the cacophony prompted by the Olympics. But 2012 shouldn’t dilute your brand. Keep your messaging consistent with the values your company embodies and you’ll be doing your brand a long-term favour with short-term marketing. Even when standing out from the Olympic experience your brand still needs to stay faithful to itself. Get your messaging right and you maintain your brand. Talk to people with the right tone, your tone, and you’ll be much more audible amongst the noise of 2012.
So how can attractions compete for attention against the cacophony of the Olympics?
BE DiffErEnT
Joining in with the crowd makes it hard to be heard individually. Becoming an alternative means you can step away from the crowd and attract those who want to escape the Olympic fuss. For venues that provide artistic or cultural experiences, attention can be attracted in a number of ways. Presenting the company as an oasis amidst the blood, sweat and tears of sport makes your brand stand out for reasons you can support and gives people space to breathe away from the sports.
Being part of the Olympics: Owning 2012
In 2012 brands will need to make a choice, with it or against it? The answer to that question depends on lots of things. Does your brand have the right connections to make a claim to being part of the Olympics? For those directly involved as venues for events, the answer’s a resounding yes. Things that entitle brands to claim a part of the Olympics aren’t just expensive sponsorships or merchandising deals, there’s also a shared passion for pride, performance or unity – dependent on your brand of course. Taking part in Olympic feeling is something that can help to make you stand out from your biggest competitors.
BE ThE BriTish arChETypE
London has its own culture, it’s the beating heart of the world economy and a place for extravagance and luxury; but England as a nation is a different animal. Venues like London Dungeon can lay a claim to real English culture; if your venue can do the same, it should. Exhibitions of stereotypical British culture can only help to cement venues as a must-see attraction; for holiday-makers and day-trippers alike. A way for Union Jack adorned tourists to digest the Britain they’ve seen in films; and for some venues, they probably have seen some important London venues in quintessentially British films like Notting Hill and Peter Pan.
So how do you own the Olympics?
BE parT Of LOnDOn
Being part of the Olympics is much more than putting a baton on a banner. There has to be a genuine link to the games to make a claim. Luckily some London venues have a real connection to 2012. The Royal Parks will be driving visitors to their locations as they host key events. These locations need to highlight their being a venue by virtue of being inextricably connected with London. The Olympics always play second fiddle to the culture of the cities that host them. The real buzz around 2008 was China’s extravagant presentation and seemingly limitless resources. Being perceived as one of the places that makes London what it is could be a shrewd move in 2012 and beyond.
white paper | Running with the Best
page 1
sTanD fOr sOmEThing
When your brand can facilitate feeling, you can lay claim to that sentiment. The Olympics evokes all sorts of emotions. We feel elation, excitement, pride and togetherness all in the course of a race. If your brand gives your consumers that feeling, you’re already a part of the Olympics. Show your audience a connection to the emotion and your brand can own that emotion. Locations like The Royal Parks can make those claims. “The Royal Parks, recharging runners since 1851.” It’s about making your audience see where you fit in with the Olympics, understanding that the things they love about the Olympics, they’ll also love about your brand.
Offers to visitors who sign in on location aware channels like FourSquare or Facebook Places mean you’ll get free promotion to your visitors’ contacts. Advertise well and you’ll send more visitors to your retail locations, plus everyone loves a good deal: “20% off your meal when you check-in on Facebook Places.” With an increase in smartphone use expected to continue into 2012, your results will depend on accessing large mobile audiences.
prOmOTE WiTh yOUr vEnUE
But it’s not all online, there are alternative opportunities for brands to stand out during the Olympics. The advantage for some major brands is easy access to effective and cost-efficient advertising spaces, their premises. Some institutions have access to prime locations like, allowing them to advertise on location to a wide audience. The newly developed transport infrastructure will allow for easy access to many venues. Take advantage of your connection to Crossrail, the newly developed system will bring more than 1.5 million people within 45 minutes of London’s central business districts. Prominent visual cues in the form of enhanced visibility can produce amazing results. Simple wayfinding visible at departure points could be the difference between a visitor attending your attraction or finding their way to another. Those that don’t have the luxury of a high visibility venue can make the most of their premises by taking advantage of their iconic status. Places like the The Queen’s House have prestigious historical buildings and a magnetic draw to tourists but will have to think strategically with signage, wayfinding and advertising to draw visitors from nearby locations. For those brands that don’t have access to iconic locations or billboardbeating locations there are alternative methods to become part of the fabric of 2012. Manchester’s Commonwealth Games demonstrated that redressing the drab will work to great effect. The B of the Bang was a sculpture that drew an audience to the often overlooked City of Manchester stadium, the home of Manchester City Football Club. Their location was typically bypassed for Old Trafford, home of Manchester United. Making your location part of the Olympics will make your venue unavoidable for those who want the complete 2012 experience. It can be achieved with creative signage and venue dressing that grabs attention and starts conversations.
BE ThE BEsT
The Olympics is about competition. If your brand is the best at something, tell everyone! If there’s one occasion that permits pride, it’s the Olympics. There are a lot of ways to show the world how seriously you take your work, so brag a little.
BEST
Sports and competition are well associated with brash, competitive claims. So don’t feel afraid to make big claims because everyone else will be. All in your own tone of voice of course.
The right channels - relevant promotion in 2012
In 2012 brands will have to compete for their audience’s attentions against top global competition and increased advertising by aspirational smaller companies. To stay front of mind brands are going to have to approach their marketing in more creative ways. Attractive, effective marketing doesn’t have to be expensive. It may well be within your means to buy prime TV spots but there are other ways to get people talking about and engaging with your brand.
So what can your brand do to reach your audience in 2012?
prOmOTE ThrOUgh DigiTaL
Digital continues to grow, and there are some targeted solutions that cost less with greater engagement and social payoff than traditional marketing channels. During the 2010 World Cup there was a lot of buzz on Twitter about the competition. In the last 15 minutes of the World Cup final there were 2000 tweets per second on average related to the World Cup. Imagine the reach of a sponsored tweet during the final of the men’s 100m. Then consider that 46% of active Twitter users access the service on their mobile phones. That’s a huge mobile audience. Olympic themed Twitter feeds to your home page help to highlight the impact the Olympics is having on your venue; tools can now select appropriate associated content displaying only positive opinions about your organisation. Launching a location campaign is a targeted approach with a direct impact on unfamiliar Olympics tourists. Layar is an iPhone and Android based augmented reality app that allows users to overlay information on top of a live camera feed. Imagine providing information about the more interesting pieces in your attraction that is fed directly to Layar.
nUmBEr CrUnChing
100% increase in Barcelona’s annual visitors two years after the Olympics
– Centre d’Estudis Olímpic
77% of all European mobile sales will be Smartphones in 2012
– Carphone Warehouse
£22 million increase in turnover
– for 250 companies in the Manchester Commonwealth Games
Want to discuss how to make your brand stand out during the Olympics? Call Vanessa on +44 (0)20 3058 1101
white paper | Running with the Best
page 2
