BI Worldwide is working on a global Olympic Games
hospitality programme for 3,000 delegates.
The programme - for one client - will see guests from around the world attending
all of the top ticket competitions at this summer’s London Games.
Mark Taylor, global project director events, BI Worldwide said: “I’ve got
tickets for all 18 days of the Games. That includes the opening and closing
ceremonies, men’s 100m final, men’s basketball final; it’s to cover what is
important to the aspirations of the global audience. For Americans, basketball
is their thing, in China
it’s table tennis - different sports appeal to different demographics.
“We’ve been surprised at just how aspirational this has
proved to be,” he continued. “Not a single person has turned down an
invitation. This is seen as the biggest possible ticket you could get and I
think London as
a destination is also appealing to a global audience.”
BI started on the project in 2010 to build excitement around
the client’s ‘massive investment’.
“It’s a massive investment, but it’s been very carefully calculated in terms of
what the return is and who the audience is going to be. It’s been a full time
engagement programme and we’ve been able to keep the momentum going from when
it was launched. Long term it will pay off.”
Pictured: Mark Taylor