JULY / AUGUST | COVER FEATURE
Creating a major event that captures the world’ s imagination is a team effort, but understanding organisers’ intense pressure is crucial for meaningful collaborations s well as being a visually and technically awesome spectacle, the 2018 FIFA World Cup Russia will be equally remembered for its contribution to the global conversation: Pub debates over whether VAR is undermining referees’ authority; Reddit memes of Bolshoi ballet dancers watching Russia’ s penalty shootout; Your grandma commenting on what a nice young man Harry Kane is.
This sort of cultural minutiae can only be spawned by the sense of occasion heralded by a genuinely captivating major event. This is why brands and governmental organisations fall over themselves to get involved. However, the credibility of such events is underpinned by the mammoth efforts of its suppliers and organisers.
Oftentimes, the benefits of a major event are miss sold, according to Steven Gruning, SOS Global vice president global sales & marketing.“ It’ s perhaps time to reframe the offering. The last 30 years of major events have been disappointing in the short term, in regards to bed nights etcetera, and there’ s often been a displacement of tourism. But on the good side, the marketing ROI has hailed spectacular returns.
“ The gross added value of London 2012 seemed controversial at the time, with promises that we’ d receive £ 45bn back from the investment. However, now in 2018 that claim finally makes sense.
“ If you look even further back to the Olympic Games
in Barcelona( 1992), tourism then accounted for 1 % of the city’ s GDP, but now it’ s at 10 %. That’ s hugely significant. And in terms of Catalan identity and other metrics, these events can have a huge impact. Destinations should look beyond just room nights.”
This sentiment is echoed elsewhere. The Invictus Games, a celebration of the human spirit in the face of adversity, sells itself internationally on the rallying effect of its positive message, backed by a globally recognised figurehead. The international adaptive multi-sport event, created by Prince Harry, sees wounded, injured or sick armed services personnel and their associated veterans take part in sports.
Patrick Kidd, CEO of Invictus Games says:“ There are the most incredible stories of people who’ ve had their lives changed due to our event. There’ s a broader message about what our event brings to a community. It puts sport at the centre of people’ s lives and gives people a chance to become relevant in their own community.”
With the USA reporting a shocking 22 veteran suicides per day, it’ s a poignant message.
Meanwhile, in Birmingham, Neil Carney, project director, Birmingham 2022 is navigating the murky period after the bid win, where the knowledge transfer process gets underway, with regular briefings to the Organising Committee.
The event is about to launch its brand
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