Ann Elliott

Pubs are warned: Don't miss golden Olympic Games opportunity

10th October 2011, 8:08am

Elliott marketing & PR managing director, Ann Elliott, used her time on stage at the recent UK Pub Retail Summit to highlight the potential scale of wasted opportunities if pub operators do not make the most of the 2012 Olympics.

The UK is set to benefit from a £750 million spending boost over the seven-week period with the retail, leisure and travel sector set to take the largest share with £508 million. 

Elliott marketing and PR research into last year's Winter Olympics in Vancouver found that success for businesses was not automatic and so pubs must carefully plan their 2012 Olympics activity. 

Elliott said: "The most successful pubs and restaurants operated a slick service style, with simple menus and avoided 'over-gouging' on prices.

"Protecting the Olympics brand is vital; official partners have paid huge sums of money in sponsorship, their interests are protected by legislation and any attempt at 'ambush' marketing will be clamped down on immediately; so avoid inferring any official association with the Games, unless you have one yourself. 

"Do not use the Olympics Rings or official London 2012 logos and watch the use of expressions such as 'Games', 'London' and 'gold.'"

Elliott's best advice to pubs close to the action included; decking out their pubs inside and out, using external chalk boards, having their team out on the streets, using meeters and greeters on the door and running creative food and drink promotions. 

"Encouraging staff to wear their country colours, making use of bunting and national flags and using the colours of the Olympic Rings that can't be copyrighted also ranked highly.

"Pubs located away from the main action need to try and make their area a 'must visit one' so Olympic tourists hear about it and don't want to miss out. They should work with their local Chamber of Commerce (and other local bodies) and with other pubs, restaurants and bars to create an exciting atmosphere within their community

"The alternative, of course, is to do nothing… but this should be a planned strategy rather than inertia.  Appeal to those looking to escape the Olympics with a quiet pint, meal out and no TVs."

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Mrs M Braithwaite

16 October 2011 at 12:20am

I understand that there is a possibility of obtaining catering contracts from olympic organisers. However as a small business how do I proceed to register, apply and succeed at obtaining a catering contract at the games? Please let me know. Warmest Regards

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