8 Section 1 : Sport
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| BEYOND 2012
The London 2012 Legacy Story CONTENTS
3 Making a difference 5 Foreword 7 Introduction
9 Challenge 10 School 12 Youth
14 Community 16 Elite
17 Events 18 Global 20 Venues
22 Challenge 25 Reputation 25 Opportunity 27 Knowledge 29 Trade
30 Tourism 31 GREAT
32 20.12% 33 Section 3 : People 34 Challenge 35 Volunteers 37 Inspiration 39 Culture 41 Torch 43 Inclusion 45 Green
48 Challenge 49 Jobs 51 Investment 53 Transport 55 Lifestyle 57 Environment 59 Imagine
61 Ambition 64 Credits MAKING A DIFFERENCE THE LEGACY GAMES
Worked on the Olympic Park as part of the ODA’s Women into Construction programme WE ARE NOW LEADERS IN OUR SECTOR
Managing Director, Zaun Limited,Wolverhampton ONE DAY I’LL BE THERE COMPETING MYSELF
Aspiring Paralympian INSPIRATIONAL FOR YOUNG ATHLETES
“I’m determined to stay focused and get to the World Championships here in 2015, and the next Olympics. Having the Games here is inspirational. It’ll bring publicity and maybe more sponsorship. “I’m determined the hard work will pay off, anything is possible with practice. If you put your mind to it you can achieve anything!” Tom Brady, 19 Slalom canoeist THE EAST END CAN BECOME THE NEW WEST END
Geezers Club, Tower Hamlets IT HAS HELPED ME BUILD A NEW CAREER
Poet and educator FOREWORD THE LEGACY FOUNDATIONS ARE LAID – BUT THE HARD WORK IS YET TO COME. This year, our country builds on its long and proud association with the Olympic and Paralympic movement, as London becomes the first city ever to host the Games for the third time. It is an extraordinary honour for the UK, and we intend to repay it by showing why the Games is more relevant today than ever – for the values it represents, the lives it can touch and the unique opportunity it provides to encourage more young people to play sport. That’s why the idea of legacy was built into the DNA of London 2012, with 75 pence in every pound spent on the Olympic Park going into the regeneration and renewal of East London. Whether inspiring children and young people into sport through the School Games, supporting our businesses through the GREAT campaign, or changing lives through the urban regeneration programme, the benefits of these Games will stay with us for decades to come. The strength of London 2012 lies in the collaboration we’ve seen across organisational and political boundaries, and I am grateful to all of the outstanding people who are pulling together to make the Games happen. Successive governments and London Mayors have all played their part in the achievement. But by definition, of course, the true legacy of London 2012 lies in the future. Though much has been done, I am acutely aware that the drive to embed and secure the benefits of London 2012 is still to come. That is our biggest challenge. It’s also our greatest opportunity. This is the story of how we’re preparing to grasp it. David Cameron Prime Minister “The success of the Olympic Games is not determined solely by the 16 days of competition. To be truly successful, the Games should leave a positive legacy that endures long after the closing ceremony. “Legacy planning has become an integral part of the Games preparation process from the very start. In selecting a host city for the Games, the International Olympic Committee closely examines each candidate city’s legacy plan and ensures that all the candidates benefit from knowledge gained by previous hosts. “London has raised the bar on how to deliver a lasting legacy by incorporating long-range planning in every aspect of the 2012 Games. We can already see tangible results in the remarkable rejuvenation of East London, but that is just the start. “The new Olympic Park and sustainable Olympic venues will draw visitors from throughout the UK and beyond for years to come, supporting jobs and economic growth. Investments in transportation systems and other infrastructure; community and cultural projects; and Olympic education programmes will provide other long-term benefits. “The Olympic Games will also enrich and extend Britain’s glorious sporting legacy by revitalising sporting infrastructure, creating new sport heroes and inspiring more young people to experience the joys and benefits of sport. By looking to the future as it prepared for the 2012 Games, this great historic city has created a legacy blueprint for future Games hosts.” Jacques Rogge President,International Olympic Committee “In 2012, the Paralympics return to where they first began. This represents an incredible opportunity to take Paralympic sport to the next level, and secure a lasting legacy for people with an impairment.
President, International Paralympic Committee INTRODUCTION OUR PROMISE In 2005, the UK’s bid team made a bold pledge: choose London and we will create an extraordinary legacy for the UK and the world. Over the last seven years, the Government, Games organisers, public authorities and other partners have worked to make good on that promise. This is the story of the first ever ‘Legacy Games’, and of the many lives being transformed by it. “London’s vision is to reach people all around the world to connect them with the inspirational power of the Games… Choose London today and you send a clear message to the youth of the world: more than ever, the Olympic Games are for you.” Lord Seb Coe 6 July 2005 “I made that promise seven years ago during our bid presentation in Singapore but I remember it as clearly as if it were yesterday. I have seen some exceptional examples of new sport initiatives right across the country – from new sports clubs springing up, reinvigorated sports facilities, more coaching opportunities, more athletes visiting schools, more focus on the values of sport.
Chair, the London 2012 Organising Committee of the Olympic and Paralympic Games (LOCOG) “We’re working hard to deliver a fantastic Games and an unforgettable summer of culture and sport across the country – but just as exciting are the amazing opportunities that lie beyond 2012.
Secretary of State for Culture, Olympics, Media and Sport SECTION 1: SPORT INSPIRE A GENERATION Core to the original bid, sport remains the heartbeat of the Games legacy. From grassroots to elite level, across schools, sports centres and community venues throughout the country, London 2012 has laid foundations that will help transform people’s relationship with sport, whatever their age, background or ability. £500 MILLION extra will be invested in sport through Government lottery reforms SPORT
INSPIRE A GENERATION “In our Olympic bid, Britain set itself a challenge never achieved by an Olympic host. We wanted to harness the power of the Olympic and Paralympic Games to inspire more young people into sport.” Hugh Robertson Minister for Sport and Olympics
“When we embarked on this challenge, the backdrop could hardly have been tougher. Sports participation rates in the UK had been stagnant for many years, aggravated by a decline in competitive sport within our schools, and by high post school drop-out rates which were particularly marked amongst girls. “Our top sporting facilities lagged behind those on the continent and, while Team GB had bounced back from the chastening experience in Atlanta, there was much work to do to create a world-class performance regime capable of systematically turning out Olympic and Paralympic champions. “At the same time, well-publicised difficulties with Wembley, the Millennium Dome in Greenwich and the 2003 World Athletics Championships bid meant there were serious question marks about Britain’s ability to attract and deliver world-class sporting events. “On the eve of the Games, the sporting legacy is far from complete. But the foundations are now in place: from competitive sport reborn in our schools and major lottery reforms revitalising sporting infrastructure, to the best sporting events coming to Britain and elite funding secured to make sure our teams can compete for top honours. “None of this would have happened without the inspirational opportunity of London 2012 and the renewed confidence it has given British sport to deliver what it promises. However, London 2012 is not the end of the story, but the start of a new chapter. “Over the next decade, we need to make sure the investment and enthusiasm unlocked by the Games translate into a clear legacy of more sport being played by more people of all ages and abilities for many years to come.” SPORT
RE-ENERGISING COMPETITIVE SPORT A child’s experience of sport can impact on the rest of their lives. As the world’s top athletes reach their peak in London, millions of children will be starting their own relationship with sport through a new national school sports programme inspired by the Games. More competitive sport in schools: launched in 2010, the School Games features intra and inter school matches and regional sports festivals, culminating in the first ever national School Games finals which will be held at key Olympic venues in May 2012. SCHOOL GAMES HELPS OUR PUPILS DEVELOP “The great thing about the School Games, and their link with the Olympics, is the way they’re attracting more attention to sport, within and between schools, and giving it more impact. They’re providing a powerful focus, but we’re determined that it won’t be just about this year. “School sport is about so much more than the physical activities. It’s about developing the whole person, and helps young people deal with many of the issues we address in school every day – such as leadership, self esteem, health and well being, and achievement in general. Those who take part in competitive sports – at any level – do better academically. “Sport has always been vital to us, and we are going to make sure that the extra inspiration of the Games outlives the events themselves.” Billy Downie Head Teacher, The Streetly Academy, West Midlands MORE OF US CAN NOW GET INVOLVED IN SPORT
Student, Caistor Grammar School, Lincolnshire 12,000
“By giving children the chance to play competitive sport from an early age, we unlock so many possibilities. Not all of them will end up with gold medals around their necks, but they will get a taste of the excitement and pride that sport can bring to their lives. For me, that’s why the School Games is so important.” Jonathan Edwards CBE Olympic gold medallist,Sydney 2000 YOUTH A SPORTING HABIT FOR LIFE £1bn to be invested in youth sport over the next five years through the new youth sport strategy 6,000 community sports clubs to be created by local schools, as well as better sports facilities and more professional support for colleges and universities 60% of government money provided to national sport bodies to be focused on the key 14-25 year age group, with a new payment-by-results system providing added rigour Growing up with sport: launched in January 2012, the new youth sport strategy will build on wider investment in community facilities and projects, creating better links between schools and sports clubs, and allowing more school sports facilities to be used by the whole community. HELPING YOUNGSTERS STICK WITH SPORT Nankersey Gig Club is one of thousands across England taking part in the £32 million Sportivate programme, which encourages young people to try new sports through six-week tester courses. The club, based in Cornwall, now has a team that will participate in the 2012 gig-rowing world championship. “It’s just one example of how we’re giving young people better reasons to get into sport, and even better reasons to stick at it,” said Jenna Palmer from Cornwall Sports Partnership. “Programmes like Sportivate mean we can give all kinds of sports and organisations a much higher profile, and get youngsters thinking about healthier, more active lifestyles in the longer term, which is great.“ I COULD NEVER HAVE BECOME A COACH Newly qualified swimming coach Kelsey Richards is one of thousands across the capital benefiting from London’s Sports Legacy Fund. She was supported to gain her coaching qualifications in return for volunteering at Redbridge Swimming Club in East London. “I would not have been able to finance these courses myself,” she said. “I love the sport and want to be the best coach I can be.” Redbridge Swimming Club’s Chief Coach, Paul Robbins said it previously struggled to find qualified teachers, but now had plenty of qualified teachers across the borough. “The subsidised training has provided staff with fresh ideas and enthusiasm,” he said. The Mayor of London’s Skills Investment Programme has already helped more than 10,000 people across London, with 25,000 hours pledged to community sport. PARALYMPICS WILL INSPIRE MORE PEOPLE LIKE ME “I’ve been playing competitively for four years. I’d tried other sports but as soon as I discovered basketball I was hooked. It’s an even playing field where disability doesn’t hold you back, it’s a great challenge. “It was natural to start coaching, whenever I get subbed I’m on the sidelines shouting encouragement. I did a two-day GB Wheelchair Basketball Association course for my level 1 badge, and once I’m 18 I’ll train to level 2. “It’s great the Paralympics are in London, there’s exposure for the sport and more people will want to get involved. I’ve got tickets for the women’s wheelchair basketball final – it’ll be brilliant to see the athletes up close.” Elliott Waterfield, 17 Wheelchair basketball player and coach COMMUNITY IMPROVING GRASSROOTS SPORT Beyond the school gates, the majority of our sporting lives take place locally in sports clubs, leisure centres and on playing fields. Major lottery reforms ahead of 2012 have unlocked millions of pounds in investment to improve sports facilities throughout the country. WE’VE NEVER BEEN IN BETTER SHAPE Faz Keyani, from Oxford Boxing Academy, said that the club was close to going under before Olympic-inspired funding from Sport England allowed it to find its first permanent home. “After the Games, I’m expecting us to be inundated,” he said. “So it’s a good job we’ve now got 200 square metres of gym, 20 punch-bags and an Olympic-sized boxing ring. I’m hoping we’ll expand as more people take it up. Many more boys and girls will be interested – don’t forget this is the first time women’s boxing has been in the Olympics. “It’s not just about fighting. Boxing teaches youngsters discipline, hard work, dedication, and keeps them fit. We’re helping obese kids move to a healthy lifestyle and educating those with behavioural problems to have respect and channel their energy in a positive way.” A BRIGHT FUTURE FOR LOCAL SPORT A £5.8 million package of public funding has helped the popular Europa Gym in Bexley to create new, state-of-the-art facilities ahead of London 2012. With support from Sport England, the Olympic Delivery Authority and others, the new centre will replace an existing outdated industrial building, providing a new home for local gymnastics, weightlifting and boxing clubs. “It’s a real success. We’ve over 2,000 members now, and we even have dance and martial arts classes. If new premises hadn’t been found we could have faced closing this year,” said Managing Director, Len Arnold. “This project’s secured a future for sports in this community. At the London 2012 Games it’ll also be a training venue for the Olympic and Paralympic volleyball teams. “Team GB Weightlifting prospect Zoe Smith is a current member. She’s an inspiration to others. We’ve a large new gymnastic hall, weightlifting and health and fitness studio, and physio and treatment rooms. It’s inspiring and motivational and fantastic for our future.” A NEW HOME FOR AMATEUR FOOTBALL One of London’s most iconic playing fields, Hackney Marshes has been given a multi-million pound upgrade thanks to a range of investments, including support from London’s Sports Legacy Fund, part of the Mayor of London’s 2012 legacy plan. The work has focused on improving facilities by introducing new cricket pitches and a community hub, offering changing facilities and a public café. The ecology of the marshes has also been boosted through new trees and plants, while new leisure facilities and play space are being created in the run up to the Games. 1,000
Up to 1,000 local sports venues to be upgraded under the £135m Places People Play programme, which also includes £30m to support a regional network of major sport and leisure centres 100,000 adults will participate in multiple Olympic or Paralympic sports under a nationwide ‘Gold Challenge’ programme by the end of 2012 200,000 Londoners are expected to benefit from the London Mayor’s Participation Programme, with more than 10% of these previously inactive. Mayoral programmes are also upgrading facilities and encouraging more people to become coaches Championing local sport: Hugh Robertson opens a £6.7 million sports centre at Durham University as part ofthe £135 million Places People Play investment programme to improve the nation’s sports facilities. ELITE MAINTAINING WORLD-CLASS PERFORMANCE In Beijing 2008, Team GB registered its best ever performance, and the UK is building on this success by making sure British athletes receive the best support, not just for London 2012, but also in the lead up to Sochi 2014 and Rio 2016. THE BEST PREPARED WE’VE EVER BEEN “The investment in the UK’s world-class performance system over the years has been second to none: unquestionably, it’s helped to make Team GB one of the best prepared teams going into London 2012. For a top sportsman, it means you can completely focus on finding that extra one or two per cent that will make all the difference.” Ben Ainslie Three-times Olympic gold medallist High performance: Tom Daley in July 2011, marking the completion of the Aquatics Centre. “The next generation of athletes will have continued access to world-class coaching, the best rehabilitation and ongoing support and care from UK Athletics.” Charles Van Commenee UK Athletics Olympic Head Coach MAINTAINING THE HIGHEST STANDARDS
EVENTS
A HOME TO WORLD SPORT Hosting London 2012 has boosted the UK’s ability to compete successfully for major global events. Capped by a winning bid to stage the World Athletic Championships at the Olympic Stadium in 2017, Britain is now enjoying one of the greatest sporting decades in its history. 2012 Olympic and Paralympic Games 2013 Champions League Final 2013 Rugby League World Cup 2014 Commonwealth Games 2015 Rugby Union World Cup 2017 World Athletics Championships 2019 Cricket World Cup “Competing on home soil is the best feeling in the world. The UK’s now got this fantastic reputation for hosting the biggest sporting events, and the skills we’re gaining will help us bring many more blue ribbon tournaments here in future. That’s great for Britain, great for future athletes and, ultimately, great for sport!”
Olympic gold medallist, Sydney 2000 118
GLOBAL
CHANGING LIVES ABROAD The magic of London 2012 is being shared with the world through International Inspiration, the UK’s international sports legacy programme. The programme is now working in 20 countries around the world, enriching the lives of more than 12 million young people. PARTICIPATING COUNTRIES 1 Trinidad and Tobago 2 Brazil
3 Egypt 4 Turkey
5 Ghana 6 Nigeria 7 Zambia 8 South Africa 9 Mozambique 10 Tanzania 11 Uganda 12 Ethiopia 13 Jordan 14 Azerbaijan 15 Pakistan 16 India
17 Bangladesh 18 Malaysia 19 Indonesia 20 Palau
TRINIDAD & TOBAGO PE teacher Judith-Ann saw the right qualities in 16-year-old Sheriece, from a large, troubled housing estate, to nominate her to train as a Young Leader. Now Sheriece is supporting and planning sports events on the island for young people of all backgrounds and abilities. “I love everything about sport but I’ve never before had the opportunity to learn and understand about it. This programme has helped me feel I’m able to have a positive influence on others.” Sheriece, from Maloney ZAMBIA
“I want to be a doctor and continue to play sports, and help others discover the importance of sport.” Gershom, from Nyimba “International Inspiration is honouring the Singapore promise to change lives through sport… I am proud of the level of recognition, support and enthusiasm that the scheme has received internationally and from the IOC.” Tessa Jowell Secretary of State for the Olympics (2005–2010) and Member of the Olympic Board JORDAN Nine-year old Moayyed was born with a disability which means he needs a wheelchair. Taking part in PE lessons was limited until his teachers were trained and equipped with the skills to be able to include children with disabilities. “I have learnt to participate in the PE lessons and enjoy playing the games with my friends.” Moayyed, from Souf Refugee Camp BANGLADESH “When my daughter Anika was young she fell in the water and nearly drowned, so I didn’t want to miss the chance when I was asked if I wanted her to have swimming lessons. Now she really enjoys swimming and says she can swim faster than anyone in her class. I don’t need to worry about whether she is playing near water.” Nargis,from Panchkandi, Narsingdi SOUTH AFRICA Gladys teaches accounts, economics and sports at a high school, and became an International Inspiration Coordinator. “We’ve added to the sports we offer, and learnt how to include learners with disabilities. We also offer indigenous games which extend to learners’ families and communities, and cultural dances for those who do not enjoy outdoor sport. Sport has become a way of life for many learners, and they gain many skills they can build on in all subjects.” Gladys Ndlangamandla, from Tembisa VENUES
NO WHITE ELEPHANTS For the first time in Olympic history, the venues for London 2012 have been designed as much around what happens after the Games as during it. So, far from becoming white elephants, these iconic facilities will become a new generation of world-class sports facilities, serving communities and elite athletes for decades to come. VENUES IN LEGACY
Shaping up for the future: the Velodrome will form part of a new VeloPark with mountain bike course and road-cycle circuit, transforming the capital’s cycling facilities. “Everyone harps on about the legacy, but it willbe the legacy that will be the biggest thing. If these facilities are being left here for the people of London and nationwide it is an unbelievable thing to have. It’s just amazing.” Shanaze Reade Team GB BMX racer SECTION 2: GROWTH SUPPORTING ECONOMIC RECOVERY The preparations for London 2012 coincided with the worst global economic crisis since the Second World War. Despite the testing conditions, the Government maintained its investment in the Games, as did the sponsors. In return, London 2012 is now on course to help support the UK’s recovery. “We are determined to deliver alasting economic legacy that will benefit the whole country. There are so many great things about Britain and we want to send out the message loud and proud that this is a great place to do business, to invest, to study and to visit.” David Cameron Prime Minister £3bn
GROWTH
THE CHALLENGE “When we won the right to host the Games in 2005, no one could have predicted that we’dbe delivering them in such a tough, global economic climate. But today London 2012 represents a unique opportunity to support economic recovery and help generate growth.” Jeremy Hunt Secretary of State for Culture, Olympics, Media and Sport
“The global economic downturn inevitably presented challenges for London 2012. When there were difficulties in securing private sector investment for the Olympic Park, for example, Government had to step in. But our preparations continued in spite of this, and the fact that London 2012 remains on time and within budget has already sent a clear message to the world that ‘Britain delivers’. “Delivering an Olympic Games costing billions of pounds when times are hard presents a choice. It would be all too easy to say ‘we can’t do this’. But surely the bold thing to do is to seize this once-in-a-generation opportunity, capitalise on the fact that this summer the attention of the world will be on Britain, and squeeze every drop of economic potential out of the Games for the benefit of the country as a whole? “With public finances stretched and businesses under pressure, London 2012 had to offer more than just a short-term boost to certain parts of the economy. It had to support wider economic growth over the long term. “We needed to capitalise on the success of the Olympic project as a showcase for UK expertise and use it to open up new opportunities for British business abroad. We needed to use the unprecedented reach of the Games to promote our top companies and brands more widely and show that Britain is most definitely ‘open for business’. And we needed to make the most of the global spotlight to attract new visitors to the UK and boost tourism in the long term. “It was always possible to rein in our ambitions in response to the times. The fact that we stayed the course shows our confidence in the economic possibilities of London 2012, and our determination to make sure the Games help Britain take another step forward on the road to recovery. REPUTATION A SHOWCASE FOR UK EXPERTISE The glittering venues and vibrant landscapes of the Olympic Park make a fitting stage for the world’s biggest sporting event – but they also showcase the best of British innovation and expertise. BMX TRACK 14,000 cubic metres of cleaned and reused soil from across the Olympic Park to build the track
One of the largest ever temporary venues built for any Games, it includes a 1,000-tonne steel frame wrapped in 20,000 square metres of recyclable white PVC OLYMPIC AND PARALYMPIC VILLAGE After the Games to be converted into more than 2,800 flats in 11 residential plots, complete with spacious courtyards, gardens and balconies THE AQUATICS CENTRE Designed by leading architect Zaha Hadid, its iconic curves rest on a remarkably engineered tripod structure THE OLYMPIC STADIUM The lightest Olympic Stadium ever built, containing just 10,000 tonnes of steel THE ORBIT Built by ArcelorMittal, the UK’s tallest sculpture. Made from 2,000 tonnes of steel, a striking blend of art and cutting-edge engineering creating a new landmark for East London THE COPPER BOX Features more than 3,000 square metres of copper cladding, mostly recycled, and a rainwater harvesting system reducing water use by 40% RIVER LEA Multi-million pound dredging programme enabled canal network to be used for greener transport of materials, while a new lock opens up leisure opportunities THE VELODROME Built with 100% legally and sustainably sourced timber and featuring unique meshing that holds its roof in place with a third less steel “Building the Olympic Park on time and withinbudget has proved again that Britain can stand comparison with the very best when it comes to delivering major construction projects.” Dennis Hone Chief Executive, Olympic Delivery Authority 220
OPPORTUNITY A SPRINGBOARD TO SUCCESS
THE LEGACY ISN’T JUST ABOUT LONDON “Some people suggest all the focus is on London for the Olympics, and that the provinces are missing out. I disagree, especially when it comes to the massive effort contractors from all over the UK are putting in behind the scenes, and the good it will do them in the longer term. “At Euroclad, we’re delighted to manufacture and supply cladding and other materials for the International Broadcast Centre and the Olympic Stadium, and for several other infrastructure projects. “We’ve developed a wider network of industry contacts and built stronger ties with our existing partners as a result of our Olympic involvement. And we’re not the only ones – I can’t speak for the country as a whole, but several other suppliers and contractors from South Wales are playing major roles in making sure London 2012 is as good as it can be, and creates a fantastic legacy for people and businesses all over the UK.” Jonathan Dore Executive Director – Business Development, Euroclad IT’S HELPED US THROUGH TOUGH TIMES
Business Development Manager,O’Keefe IT WILL MAKE US FITTER AND STRONGER
Director and co-founder, Touch of Ginger 98%
KNOWLEDGE SETTING NEW STANDARDS The Olympics and Paralympics have always been about achieving things that few believed possible. In business just as in sport, the skills and knowledge provided by London 2012 are helping to open new possibilities for the future. WE’RE ALL SET FOR SOCHI
RAISING THE BAR FOR CONSTRUCTION Drawing together expertise from the entire Olympic building project, the Learning Legacy website captures the knowledge gained from London 2012 to support and challenge industry for the future. Covering 10 core themes, the industry-led resource features case studies and papers on areas such as planning, design and engineering, procurement and project management, as well as inclusion, health and safety and sustainability. The website (http://learninglegacy.london2012.com) is a comprehensive online library for companies, helping to ensure the valuable lessons learned in preparing for London 2012 can be replicated across the construction industry. STIMULATING HEALTH RESEARCH In measuring athletic performance to secure a competitive advantage for UK athletes, a team of Olympic-inspired researchers are also unlocking new possibilities in caring for older people and improving the health of the population at large. “We have an ageing population meaning chronic disease is more prevalent,” said Professor Yang, who leads the Esprit programme at Imperial College, London. “But our research into new techniques, ergonomics, design and compliance benefits the healthcare industry by helping reduce treatment costs and improve patients’ quality of life through prevention, better home care, and using monitoring to detect illness early. “It’s already helping in rehabilitation after orthopaedic surgery and treatment of chronic obstructive pulmonary disease. Having the Olympics stimulates creative sports monitoring, this in turn attracts youngsters to get interested in health.We set a very high bar and our young researchers are very inspired.” “The scale and speed of the coordinated UK effort to build the venues and infrastructure is unprecedented and the knowledge and lessons gained during construction will both benefit the industry and act as a catalyst for inward investment.” Sir John Armitt Chairman, Olympic Delivery Authority £30m
TRADE
THE BEST ENVIRONMENT FOR BUSINESS But the growth ambition goes beyond those companies directly involved in delivering the Games. With the global spotlight on the UK, London 2012 is a once-in-a-generation chance to showcase the best of British business – and we intend to make the most of it. CONNECTING BUSINESSES IN 2012 A dedicated British Business Embassy in Lancaster House will act as a one-stop-shop for UK and global businesses during the Games, hosting daily events covering a series of high growth sectors within the UK economy. It will be supported by the British Business Club online forum, which will help UK and overseas businesses to network effectively; and a Global Investment Conference, which will bring together leading business figures ahead of the Games to discuss trade and investment opportunities. MAKE IT IN GREAT BRITAIN London’s Science Museum will be the setting for a six-week exhibition led by the Department of Business, Innovation and Skills to showcase the UK’s advanced manufacturing, science and engineering capabilities during the Games. It is expected to attract a million visitors and forms part of a long-term campaign to build up business confidence, and encourage more young people to see manufacturing and engineering as a worthwhile career. In the fast lane: the brand new McLaren Production Centre in Woking, Surrey – world-class design and performance engineering is just one area of UK expertise highlighted in trade activity ahead of London 2012. £1bn
value of extra business to UK firms expected from Games-related trade campaigns 200 number of business ministers and global CEOs expected at Global Investment Conference in July 2012 3,500 number of meetings between UK companies and potential overseas buyers initiated by the British Business Embassy TOURISM
INVITATION TO THE WORLD Tourism is one of the biggest growth opportunities for the UK economy, and with the Games and the Queen’s Diamond Jubilee happening in the same year, major campaigns at home and abroad aim to get more people visiting and staying in the UK in the years ahead. “We have such an abundance of stately homes in Britain. It is our different architecture that I think attracts people and we’re incredibly lucky – we retain our history.” Dame Judi Dench Award-winning English film, stage and television actress 4m
YOU’RE INVITED Global tourism body VisitBritain is running the UK’s biggest ever campaign to attract inbound tourism ahead of London 2012. Its chief executive, Sandie Dawe, says the aim is to make 2012 a “transformative year” for tourism in Britain. “The Games is our opportunity to enhance Britain’s global image and revitalise our appeal in mature markets like the USA and France, as well as getting on the destination wish list of first time visitors from growth markets such as Brazil, China, India and Russia,” she said. The campaign will run either side of the Games, reaching some of the most dynamic and economically important cities across the world. It aims to generate £1 billion worth of publicity and should help to attract millions more visitors to the UK over the next four years. Star quality: Dame Judi Dench and Slumdog Millionaire’s Dev Patel are among leading British celebrities in VisitBritain’sinternational TV advertising campaign. GREAT
UK’S BIGGEST EVER MARKETING CAMPAIGN ‘GREAT’ is one of the most ambitious and far-reaching marketing campaigns ever developed by the UK Government. Supporting all trade, investment and tourism activities, its aim is very simple: to help the world discover why Britain is a great place to visit, study, work, invest and do business – in 2012 and beyond. New York, USA Los Angeles, USA Toronto, Canada Paris, France Berlin, Germany Beijing, China Tokyo , Japan Mumbai, India Sydney, Australia Melbourne, Australia Rio de Janeiro, Brazil
20.12%
UK’S MOST AMBITIOUS DOMESTIC TOURISM CAMPAIGN As well as attracting overseas visitors, the UK is also encouraging more people to holiday at home in 2012, with an unprecedented television campaign from VisitEngland which is built around a unique 20.12 per cent discount offer. IMAGES 1 Rupert Grint in Anglesey, Wales 2 Rupert Grint in Bridlington Beach, Yorkshire 3 Stephen Fry at Buckingham Palace 4 Julie Walters at Tate Liverpool 5 Julie Walters in the Cotswolds 6 20.12% campaign 7 Michelle Dockery at the Giants Causeway, Co. Antrim, Northern Ireland
Chief Executive, VisitEngland 12,000
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