mr.x
Mar 5, 2008, 9:49 AM
Focus on youth legacy secured 2010 Games: 2012 London official
Jeff Lee, Vancouver Sun
Published: Tuesday, March 04, 2008
The city set a standard for cities bidding on the Olympics by focusing on future legacies for youth and society instead of trying to convince the International Olympic Committee it had the best technical bid, the former vice-chair of the London 2012 bid said today.
Alan Pascoe said the effect of Vancouver's "story," as Vanoc CEO John Furlong likes to call it, was to help the Olympic movement reshape and make itself more relevant to youth today.
"Vanoc set a new standard in its bid and it has been transferred through to pretty much everything we see here," said Pascoe in a telephone interview from London.
"For starters, having all their legacy programs in place [helped]."
Pascoe, who is being brought to B.C. by 2010 Legacies Now next week as part of its speakers' series, said London learned from Vanoc that it had to offer relevancy to the IOC in an increasingly complex world.
"London's message quite clearly was that the IOC needed to re-engage the youth of the world into sport because there are now so many other distractions," he said. "Vancouver started that process, and London has taken that on and everybody else is now building on that because they have seen the effect that has.
"What you are seeing now you saw in the 2014 bid, and will see it in the build-up over the next 16 months to the decision on the 2016 Summer Games, is that countries now have to have a real story behind their bid as to how they are going to bring added value to the Olympic movement."
Pascoe, who won a silver medal for Britain in track at the 1972 Munich Games, is the head of Fast Track, a sports marketing company based in London.
As part of his speeches next week in Victoria, Richmond and Vancouver, he'll tell businesses how to leverage the Olympics. Pascoe says it's not too late for companies and individuals to take advantage of the opportunities presented by the Games. Businesses that properly "train" will win major event business well after the 2010 Games have come and gone.
"Businesses that believe that they have services to offer and [are] looking to benefit from the Games should still be looking at chasing the opportunities," he said. "They should be preparing for that diligently in the same way that athletes are preparing for the Games in 2010."
But he also believes the IOC's restrictive policies on advertising in venues means companies shouldn't expect to use the Games to brand their products.
"If it is about branding, about getting your name across, the Olympics may not be the best way to do that because you don't get any branding on site in virtually all of the categories," he said. "The benefits lie elsewhere, internally focused in terms of business-to-business."
London's logo design was meant to inspire the youth to follow the Olympics.....I don't see how it will.:koko: All I see now with this logo is Lisa Simpson performing fellatio....those animations have ruined the logo!
http://www.timesonline.co.uk/multimedia/archive/00173/logo_3_173459a.jpg
Jeff Lee, Vancouver Sun
Published: Tuesday, March 04, 2008
The city set a standard for cities bidding on the Olympics by focusing on future legacies for youth and society instead of trying to convince the International Olympic Committee it had the best technical bid, the former vice-chair of the London 2012 bid said today.
Alan Pascoe said the effect of Vancouver's "story," as Vanoc CEO John Furlong likes to call it, was to help the Olympic movement reshape and make itself more relevant to youth today.
"Vanoc set a new standard in its bid and it has been transferred through to pretty much everything we see here," said Pascoe in a telephone interview from London.
"For starters, having all their legacy programs in place [helped]."
Pascoe, who is being brought to B.C. by 2010 Legacies Now next week as part of its speakers' series, said London learned from Vanoc that it had to offer relevancy to the IOC in an increasingly complex world.
"London's message quite clearly was that the IOC needed to re-engage the youth of the world into sport because there are now so many other distractions," he said. "Vancouver started that process, and London has taken that on and everybody else is now building on that because they have seen the effect that has.
"What you are seeing now you saw in the 2014 bid, and will see it in the build-up over the next 16 months to the decision on the 2016 Summer Games, is that countries now have to have a real story behind their bid as to how they are going to bring added value to the Olympic movement."
Pascoe, who won a silver medal for Britain in track at the 1972 Munich Games, is the head of Fast Track, a sports marketing company based in London.
As part of his speeches next week in Victoria, Richmond and Vancouver, he'll tell businesses how to leverage the Olympics. Pascoe says it's not too late for companies and individuals to take advantage of the opportunities presented by the Games. Businesses that properly "train" will win major event business well after the 2010 Games have come and gone.
"Businesses that believe that they have services to offer and [are] looking to benefit from the Games should still be looking at chasing the opportunities," he said. "They should be preparing for that diligently in the same way that athletes are preparing for the Games in 2010."
But he also believes the IOC's restrictive policies on advertising in venues means companies shouldn't expect to use the Games to brand their products.
"If it is about branding, about getting your name across, the Olympics may not be the best way to do that because you don't get any branding on site in virtually all of the categories," he said. "The benefits lie elsewhere, internally focused in terms of business-to-business."
London's logo design was meant to inspire the youth to follow the Olympics.....I don't see how it will.:koko: All I see now with this logo is Lisa Simpson performing fellatio....those animations have ruined the logo!
http://www.timesonline.co.uk/multimedia/archive/00173/logo_3_173459a.jpg
