How we can help you stand out at the London 2012 Olympics

The Olympic & Paralympic Gamesnot only bring nations together tofind the world’s best athletes, butalso give them a unique, four weekopportunity to compete in the fieldsof business, tourism and education.

Only those countries with the right strategy will be seen and heard in the crowded landscape at the 2012 Games. Reaching the people who matter demands an intimate knowledge of London, coupled with an understanding of the real-time opportunities generated by the unique Olympic landscape.It also requires a calm approach to dignitary managementand an ability to observe protocol requirements in testing circumstances.

As a team with unrivalled experience delivering high-profile, high impact positioning initiatives, Global Cities can help countries, regions and cities to devise such a strategy.

35,000 journalists 280 million TV viewers1 opportunity1,000,000 visitors 160 Heads of State

210 countries 250 Global CEOs

We all want to be part of the thrilling spectacle that is the Olympic & Paralympic Games but without careful consideration of your audiences and ambitions and an effective, measurable strategy, you could end up making a lot of noise, spending a lot of money – and not making any impact.

That’s where we come in: helping to create the right symbolic actions that will offer dramatic evidence of what it is you stand for.

The right

strategyWe’ve created a unique offer that ensures your messages will have the biggest impact on the audiences that matter during London 2012.

Perception strategy We work with you to establish the perception shift you want to achieve and the messages you want to reinforce with key audiences – be they influencer, business, or consumer. We will develop a strategy for you that defines precise objectives for your presence at London 2012.

Experiential strategy We devise the most appropriate piece of dramatic evidence to deliver the perception shift we have identified. This could be through the creation of an ‘Olympic House’ – a venue that you use throughout the course of the Games. Or it could be an activation aimed at creating immediate awareness – a distinctive event with maximum impact.

Networking strategy We identify who you will need to meet in order to influence perceptions successfully and drive your brand objectives. We will work with you to bring those people to you in the extremely hectic Games period.

Logistics strategy London offers a plethora of world-class agencies and sub-contractors. We’ve worked with the best but have no ties to any. We can help you to pick the team that will best fulfil your requirement, and, if needed, we can produce and direct every last detail of your presence in London, so you can get on and do business without having to worry about any aspect of delivery.

Matching tactics to

audiencesWe know that success requires focus: being clear on who you want to engage with and what you want them to do as a result of your actions. A push to engage the public with a tourism message requires very different tactics toa strategy designed to appeal to the business community, and a politically influencing strategy will be different again.

On the next few pages are three examples of these different tactics in operation. Just as we did in these cases, it’s our promise to develop the right blend of tactics to match your specific objectives.

Reaching

a global public

The brief Produce a definitive memorial concert for Diana, Princess of Wales that would capture the attention of the global public.

The tactics Build the biggest ever stage at Wembley Stadium for a globally televised concert with 26 headline acts. Commission 16 short films to capture the essence of the Princess’s life and work.

The concert delivered a global audience of 500m in 146 countries. The UK audience averaged 8.9M and peaked at 14.8M.

Attributes Celebratory Global interest Entertainment Large scale

Reaching

businessesThe brief Strengthen business links between London and Asia at the Beijing 2008 Olympics.

The tactics Turn London’s experiential Olympic presence into a high power business networking event and attract high profile targets.

‘London House’ was described as the ‘Davos of the Olympics.’ 91% of attendees would recommend London as a place to do business, 72% would recommend London as a place to invest, and over 40 investment leads were generated with a potential value of £11.5M.

Attributes Serious Private Relaxed Efficient

Reaching

influencersThe brief Use the 2012 spotlight to build Britain’s reputation with influencers worldwide.

The tactics A worldwide public diplomacy campaign, delivered by Foreign Office Posts. Focus on using partnership to create eye-catching demonstrations of the nature of modern Britain.

For example, 500 key influencers in Latin America were invited to live screenings of a play beamed from London’s National Theatre, with the event achieving extensive press coverage.

Attributes Dramatic evidence Symbolic actions Credible witnesses Partnership

So therewe have it.

About the authors

No doubt you were aware of some of these points already,but we hope we’ve given you some useful, practical tips onhow to go about building successful and unifying citypositionings that deliver tangible results for stakeholdersand will put your city on the map.

If you’d like to find out more about how we can help youkick off your own positioning project, and establish theactions and identity that will successfully build globalprofile, please do get in touch.

We’d be delighted to come in to talk further.

Global Cities is a strategicconsultancy working with cities and organisations who are seeking to ensure their success in international markets. We specialise in interpreting global trends and their impact on your organisation. We create effective solutions to enhance your reputation and internationaliseyour profile. Combing a unique mix of expertise in communications, economic analysis, and place-making to build your influence in international markets. GlobalCities turns ambitions into reality.

Established in 2009 by David Adam, Global Cities providesthought-leadership on Cities andGlobalisation. Our consultants arethe very best in their field.

We combine communications and marketing expertise, creative and design insight, place-makingknow-how, underpinned by urbanand economic analysis to offer atruly unique service.

Our combination of qualities means we’re uniquely positioned to support organisations and places to maximise the opportunities for economic development and business growth created throughglobalisation.

A quick look at thealternatives

We thought it would be useful to present thealternatives that are available to you when developing yourpresence at the London 2012 Olympic &Paralympic Games to explain why we thinkworking with us is yourbest option.

Perceptions Creative executions

Locations Event management

Networking PR Follow up

With nopartner

Yes, but it can be hard to build an objective picture.

Yes, but how would you realise them locally?

No No Yes, but without knowing the local political framework, it’s hard to pull in the big influencers.

No No

With an event company

No Yes, but without strong strategy, messaging may be superficial.

Yes, but venue choices may be predictable.

Yes No, their role is to put on an event not to ensure attendance.

No No

With Global Cities

Yes, we’ll show you what the world really thinks and develop exactly the right strategic messages to change perceptions and so achieve your objectives.

Yes, our track record is second to none.

Yes, not only do we have the perfect knowledge of all the venues, but we have relationships that can open the door to much more imaginative sites than your average hotel.

Yes, we’ll pick the right team for your brief from our roster of trusted partners and ensure they deliver on time and on budget.

Yes, we have deep relationships across London and the Olympic family.

Yes, we know the right agencies to ensure your story gets placed in the most pertinent media, whether print, broadcast or online.

Yes, we can help manage the leads and fledgling relationships you’ve formed during the Games and help develop them into lasting partnerships.

Whatnow?

t: +44 (0) 203 239 3326 e: info@globalcities.co.uk w: www.globalcities.co.uk

36 Tower Bridge Wharf, St.Katherine’s Way, London. E1W 1UR

With the London 2012 Games fast approaching now is the time to turn your aspirations into plans and your plans into actions.

We’re ready to help you do just that.

Get in touch and let us help you to harness London’s potential.