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Maximising opportunity for the visitor economy

Cheshire & Warrington 2012 Legacy Conference 11 May 2010. Maximising opportunity for the visitor economy. Emma Clarke Visit Chester and Cheshire. Cheshire & Warrington 2012 Legacy Conference 11 May 2010. Learning from the Past.

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Maximising opportunity for the visitor economy

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  1. Cheshire & Warrington 2012 Legacy Conference 11 May 2010 Maximising opportunity for the visitor economy Emma Clarke Visit Chester and Cheshire

  2. Cheshire & Warrington 2012 Legacy Conference 11 May 2010 Learning from the Past “Australia is the first Olympic host nation to take full advantage of the Games to vigorously pursue tourism for the benefit of the whole country. It's something we've never seen take place to this level before, and it's a model that we would like to see carried forward to future Olympic Games in Athens and beyond.“ Mr Michael Payne, Director of Marketing International Olympic Committee

  3. Cheshire & Warrington 2012 Legacy Conference 11 May 2010 The Olympic Experience “The London 2012 Olympic and Paralympic Games will be more than a major sporting occasion. They provide us with a unique opportunity to showcase all that Britain has to offer – both to visitors new to our country and to the large number of us who take at least some of our holidays at home. And it is a unique opportunity to ensure that our accommodation and tourist facilities match the best in the world.” Department of Culture, Media and Sport

  4. Cheshire & Warrington 2012 Legacy Conference 11 May 2010 Realising the Benefits • Long-term investment • £2 billion benefit from 2008-2017 • Not just the 6 weeks of the games

  5. Cheshire & Warrington 2012 Legacy Conference 11 May 2010 Winning: A Tourism Strategy for 2012 and beyond • Improve international perceptions of Britain • Deliver a first-class welcome • Improve the skills of the workforce • Drive up quality in accommodation • Maximise the opportunities from increase business visits and events • Cultural Olympiad • Improve sustainability

  6. Cheshire & Warrington 2012 Legacy Conference 11 May 2010 The Power of Events • Northwest Events • Manchester Commonwealth Games • Cheshire’s Year of the Gardens 2008

  7. Cheshire & Warrington 2012 Legacy Conference 11 May 2010 2 Years of Opportunity and beyond……. • Pre-games training Camps • Culture • Raising quality • Torch relay • “Decade of Sport”

  8. Cheshire & Warrington 2012 Legacy Conference 11 May 2010 Official hotel provider to London 2012 and paralympic games Kate Kearns – Key Account Manager Holiday Inn

  9. London 2012 Sponsorship

  10. Agenda • Why Sponsor the Games? • Why were IHG chosen? • What is IHG's role in delivering the games? • What benefits will IHG get out of the sponsorship?

  11. We will inspire our people and guests through the magic of the Games.

  12. Why are IHG sponsoring London 2012? • Brand Preference: to promote the global re-launch of Holiday Inn • Staff engagement: to give our people a once in a lifetime opportunity • Corporate Reputation: to showcase our hospitality on world’s biggest stage • To drive revenue to our hotels

  13. Why were IHG chosen? • Wide portfolio of hotels • British FTSE 100 company • Leaders on CSR, and in provision of disabled facilities • Holiday Inn and Holiday Inn Express re-launch • Past event experience Atlanta ‘96 & London Marathon • Award Winning HR programme • Recognised excellence in hotel management

  14. So what is our role?

  15. We’ll be helping to design & run the Athlete Village: developing the guest experience & putting our people into key roles in the village in 2012

  16. We’ll be hosting the Olympic Torch Relay team on their journey around the UK before the games in 2012.

  17. We’ve tickets for each day of the Olympic & Paralympic Games that we’ll use to reward our highest performing people!

  18. We’re London 2012’s official hotel provider and will be hosting Olympic officials, staff and athletes from now until the Games

  19. Using our involvement with the games to motivate our people, & engage our guests, through a compelling marketing and comms programme

  20. Phase 1 of activation centred on Vancouver - where we’ve already added value to Team GB “It was great to get some Holiday Inn home comforts in the athlete village in Vancouver, the bathrobe in particular was a great momento of my Gold medal winning stay.  With the whirlwind following my return it’s great to know wherever I am in Britain I can enjoy the comfort of a Holiday Inn.”

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