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London 2012: it’s time for your best ‘Games Plan’

Tanya Goodin
Tanya Goodin
27 July 2011

It’s a year today ‘till the opening ceremony of the 2012 Olympics when London will take centre stage and the world spotlight will be firmly focused on the UK. If you doubt the heat of global interest that will be generated, just think back a couple of months to the April Royal Wedding – that lasted for just one day. The London Games will dominate world media for a month.

With feeble UK Q2 figures out yesterday showing we are barely out of a recession UK-based businesses are perhaps understandably still focused on fire-fighting and are showing a distinctly apathetic approach to the Olympics. However, business and brands need to shrug off that apathy quickly and wake up to the potentially huge commercial opportunities London 2012 presents.

Make no mistake; this is a massive opportunity for UK brands and businesses of all sizes to generate revenue. And it couldn’t have come at a more opportune time in the depressed economic cycle. It’s not just the big brand worldwide Olympic sponsors (McDonalds, Visa, Samsung et al) that will benefit. The ‘halo’ effect across all UK and London-based businesses will be huge as the world’s attention turns to all things British.

However, even the official sponsors and partners have been slow to exploit all the advantages open to them around the Games. As another Tamar blog later today will show, SEO opportunities are just one area that are still wide open. Most of the official sponsors are not using keywords like ‘2012’, ‘Olympics’, and ‘London 2012’ to drive traffic to their websites (with the exception of Cadburys). After having gone to all the effort and expense of securing the legal rights to use phrases like ‘Olympics 2012’, it seems a huge missed opportunity.

The latest quarterly report from the Department of Culture, Media and Sport’s reveals that there is the potential for UK businesses in tourism, leisure, hospitality, retail and creative media to double the £6billion sum already awarded in the construction industry. That’s a lot of money to revive some ailing bottom-lines. Businesses need to wake up and stake a claim to that revenue now.

It is time for UK business to rise to the Olympic challenge and put their best ‘Games Plan’ into action to ensure they share in the inevitable success of this event. “London 2012 has already been great news for British business – and there’s more to come” says Seb Coe. Get your plans together and get them together now.



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