Issue # 8, Winter 2008/2009
Leveraging Canada’s Olympic Games for Tourism/Hospitality: What’s the Best Approach?
In 2008, the Canadian Tourism Commission released a report called “Leveraging Canada’s Games: 2008‐2012 Olympic Games Strategy”, introduced by the following statement:
The Vancouver 2010 Olympic and Paralympic Winter Games provide unprecedented opportunities to showcase Canada to the world. By leveraging the media exposure afforded by the 2010 Winter Games, the CTC will work with its partners to differentiate Canada’s tourism brand and compel the world to explore Canada. The media focus surrounding the Vancouver 2010 Olympic and Paralympic Winter Games has the potential to accelerate global awareness of Canada’s tourism brand in nine key markets around the world (USA, Mexico, UK, France, Germany, Japan, China, Korea & Australia), while at the same time enhancing media relations efforts in the domestic market. Over 3.5 billion viewers will have their eyes trained on Vancouver, British Columbia and Canada, giving Canada an opportunity to position itself as a must‐see destination. Of the total viewing audience, expected for the 2010 Winter Games, less than 1% will view the Olympic Games on site. The Olympic Games Tourism strategy has a very deliberate focus to target its efforts to reaching the 99% of viewers who will watch or experience the Olympic Games from their home countries. The Government of Canada has identified $26 million dollars for the CTC to develop and implement an Olympic Games Tourism Strategy to leverage this unique opportunity. From: Canadian Tourism Commission (2008), Leveraging Canada’s Games, p.3.
The national strategy is expected to unfold in three stages. The first of these, brand building, takes place in the time leading up to the Games and involves creating “a tourism personality for Canada” and strengthening “partner relationships” (p.1). The second phase, Media Relations & Web, will take place during the Games and will “leverage relationships established in Phase One, moving to a focus on media relations and web communications” (p.1). Finally, after the Games, the CTC will harvest the “after glow” effect by “sustaining the intrigue and interest that has been generated around the Vancouver 2010 Winter Games and extending it to new travel experiences in Canada” (p.1). These efforts are directed at ensuring the Vancouver 2010 Olympic and Paralympic Winter Games benefit a national tourism agenda.
DISCUSSION QUESTIONS:
1. Based on the CTC’s three‐phase strategy, what specific tactics might you recommend for each of the three key areas (Brand Building, Media Relations & Web, and Harvest the “After Glow”? Are there any additional strategic phases you might recommend to enhance this national plan? 2. In what practical ways might provincial and regional DMOs work with the CTC to partner with national marketing efforts, while ensuring increased visitor flow to their respective regions and communities? 3. Assume you manage a resort hotel in Manitoba, or a sea kayak tour business in Nova Scotia. What questions and expectations might you have for the CTC relating to the 2010 Games, seeing as they will be held in British Columbia?
DEBATE TOPIC: Whereas the 2010 Olympic and Paralympic Games are hosted in Vancouver and Whistler with the residual economic development benefits primarily reaching communities across BC; Be it resolved that the $26 million in funding directed at national efforts be reassigned to Tourism British Columbia and BC regional DMOs. For? Against?
TOURISM & HOSPTIALITY TODAY discussion topics are produced regularly as a service of the LinkBC Network. They are designed to generate an awareness of current industry issues and to provoke critical thinking and discussion amongst the BC tourism/hospitality student community. We neither support nor reject the information presented in each issue. To suggest timely ideas or issues, please email info@linkbc.ca.