Vl Global Research Presentation

Global Research: Benchmark Attitudes towards Visiting London before

2008 Olympic Handover

Wave 2 – October 2008

Undertaken for

Journey through document

Introduction: Aims, scope and method

Main study findings

Points to Ponder…

Introduction: Aims, Scope and Method

Introduction• The Olympic flag handover

ceremony at the end of the Beijing Olympics in 2008 officially marked the start of the 2012 London Olympiad

• This also marked the start of a unique opportunity for Visit London to make the most of the incredible exposure and momentum generated from 2012

• Clearly this will have a huge impact on London so it will be important to gauge existing attitudes towards London before full preparations for 2012

http://www.china.org.cn/english/sports/105431.htm

Ultimate research deliverable

To gauge existing and projected attitudes towards London in the run up to the 2012

Olympics and potential impact on likelihood to visit London

So far we have 2 measures:

Wave 1 - Pre-handover

Wave 2 - Post-handover (Oct 2008)

Within this there are several key aims

• To provide an overall idea of current awareness and attitudes towards London as future host city

• To understand whether and how future status as host of the Olympics will impact on existing residents and potential visitors to London

• To explore extent to which existing attitudes may shift after the 2008 handover and once 2012 preparations have entered into full swing

• To investigate how this differs across key markets including developing and emerging markets as well as existing London and UK residents

Online panels provided best solution to meet research aims

• Rapid reach and access to large relatively representative sample across all key markets

• Highly targeted cost effective methodology with opportunity to provide visual stimulus if required

• Quick turnaround from set up through to final results

• HOWEVER given that online penetration has not yet reached critical mass in developing markets such as China, India and Russia - samples in these markets likely to be skewed towards those with online access rather than overall population, i.e. – younger (under 45 years)– more affluent, working– slightly more male

Global market coverage optimised to represent developed and emerging

http://www.33ff.com/flags/worldflags/China_flag.html

http://www.33ff.com/flags/worldflags/Russia_flag.html

http://www.33ff.com/flags/worldflags/Spain_flag.html

http://www.33ff.com/flags/worldflags/United-Kingdom_flag.html

http://www.33ff.com/flags/worldflags/United-States_flag.html

http://www.33ff.com/flags/worldflags/India_flag.html

http://www.33ff.com/flags/worldflags/France_flag.html

Robust coverage within each market enabled good spread of gender and age

Even spread across gender

Broad spread across total age of 18-65 years

All Non Rejecters of visiting London in the future

Subsequent waves matched initial wave’s gender and age split per market:

Total number of interviews: Wave 1 Pre handover: N=4064

Wave 2 Post Handover (Oct 08): N=4035








All interviews followed a simple question structure

Q1 - Which of the following cities do you think will be hosting the 2012 Olympics?(London’s 2012 host city status then revealed to all)

Q2 - What ONE THING could potentially influence your decision to visit London in the next 12 months?

Q3 - Does the fact that London is hosting the 2012 Olympics make you feel more positive or negative about London as a potential holiday destination NOW?

Q4 - Were you aware of a handover at the end of the previous Olympics to mark the start of the next Olympics?

Q5 - After the Olympic flag has been officially handed over to London at Beijing in August 2008, how do you think you will feel THEN about London as a potential

holiday destination? (NOT ASKED POST-HANDOVER)

Q6 - On a scale of 1-10, will the fact that London is hosting the 2012 Olympics influence your decision to visit London in the next 12 months, where 10 is Definitely

Influence and 1 is Not influence at all?

Main study findings

from Wave 2 research, conducted Oct 2008

Which of the following cities do you think will be hosting the 2012 Olympics?

Which of the following cities do you think will be hosting the 2012 Olympics?

Over seven in ten are now aware of London’s 2012 host city status

Most in the UK aware of location of 2012 OlympicsTwo thirds of non UK are aware that London is host city of

2012 Olympics

Q1 - Which of the following cities do you think will be hosting the 2012 Olympics?

1%

2%3%

1%

4%

73%

96%

65%

2%5% 6%

1% 1%

13%17%

3%3%

3%

1%

Total (4035) UK(1009) ROW (3026)

Paris

Beijing

London

Rome

Athens

Stockholm

Don't Know

None of these

Correct attribution increased in all markets. Highest awareness outside UK in China, India,

SpainAwareness – by Market

Not

ava

ilabl

e

46%

83%

92%

38%

17%

39% 37%

14%

70%

94%98%

70%66%

52%

76%

83%

44%

Total(4035)

UK - NonLdn (501)

London(508)

France(503)

Spain(501)

Russia(514)

India (502) China(504)

USA (502)

% aware of London'shost city status:PRE HANDOVER

NOW (Oct 08)

US market have lowest awareness overall, though this has increased significantly since handover

Very high awareness in China, dramatic increase since handover








Low levels of incorrect attribution, though 3 in 10 Russians/ Americans are unsure of the next host

Awareness – by Market

5%2%10%

18% 29%

13%

1%

33%2%2%

2%

4%

3%

1%

1%

5%

5%

1%

4%

70%

94% 98%70%

66%

52%

76%

83%

44%

1%

2%1% 3% 1%

1% 2%8% 1% 10% 6% 3% 4% 8% 7%

1%

13%

3%

1%

Total(4035)

UK - NonLdn (501)

London(508)

France(503)

Spain(501)

Russia(514)


USA (502)

Paris

Beijing

London

Rome

Athens

Stockholm

Don't Know

None of these

= denotes significantly higher than total• 8% of Chinese now believe Paris will be 2012 host city – down from 25% pre handover

• US market have lowest awareness overall – one in three state they ‘don’t know’ where Olympics will be held, and lowest market awareness of London as host








What ONE THING could potentially influence your decision to visit London in the next 12

months?

What ONE THING could potentially influence your decision to visit London in the next 12

months?

Olympics 2012 key driver for 15% of potential visits to London in the next 12 months!

20%

8%

6% 27%

6%7%

27%

16%

30%

3%

3%11%

30%

4%4% 2%

4%7%

3%

15%11%

16%

10%

22%

3%

3%

3%

Total (4035) UK(1009) ROW (3026)

2012 Olympics

Major sporting event

Advertising aboutLondonNew attractions

See London inTV/FilmHoliday offers

Exchange rates (i.e.weaker £)Cheaper flights

Others

Potential Drivers to visiting London – by Market

•Key driver for UK residents are new attractions

•Key drivers for non UK holiday offers and cheaper flights


No change since handover in influences on visiting London in next 12 months


19%

6%

5% 27%

7%9%

26%

14%

31%

3%

3%11%

33%

4%6%3%

4% 9% 3%

14%10%

15%

9%

22%2%

3%

4%

20%

8%

6% 27%

6%7%

27%

16%

30%

3%

3%11%

30%

4%4% 2%

4%7%

3%

15%11%

16%

10%

22%

3%

3%

3%

Total (4035) UK(1009) ROW (3026)

2012 Olympics


Advertising aboutLondonNew attractions

See London inTV/FilmHoliday offers

Exchange rates (i.e.weaker £)Cheaper flights

Others


China continues to be market most motivated by Olympics to visit London


17%23%

6% 6%11%

4% 1%

13%

8%4%

28% 27%25%

21%

13%

48%6%

5%

11%7% 2%

3%

6%

10%

27%

23% 9%

31% 42%

31%

36%

32%

9%11%

26%34%

3%3%

4% 8%

2%

5% 4%4%

3%

1%1%

3%

4%6% 7% 3%

5%4%

3%

15%10% 11% 12% 10%

18% 16%

34%

10%

22%

3%

1%

3%

10%

Total(4035)

UK - NonLdn (501)

London(508)

France(503)

Spain(501)

Russia(514)


USA (502)

2012 Olympics


Advertising aboutLondon

New attractions

See London inTV/Film

Holiday offers

Exchange rates (i.e.weaker £)

Cheaper flights

Others

•Olympics’ influence on visiting London unchanged since takeover, though slight increase in already positive China

•Exchange rate now less important in US (10%) than before handover (26%)









Few differences in influences on visiting London by age; Olympics slightly more appealing to under 45s

Potential Drivers to visiting London – by Age

7% 8% 11% 14% 17%

22% 21%21%

22%23%

6%6% 5%

5%

8%6%

27%28% 29%

28%22% 21%

11% 9% 11% 9%12% 11%3% 3% 3%2% 2%4% 5% 4% 3%

5% 4%

15% 16% 17% 17%11% 12%

10%

22%

3%

3%

Total (4035) 18-24 (778) 25-34 (1160) 35-44 (944) 45-54 (701) 55+ (452)

2012 Olympics


Advertising aboutLondon

New attractions

See London inTV/Film

Holiday offers

Exchange rates (i.e.weaker £)

Cheaper flights

Others

% stating Olympics pre handover: 14% 17% 16% 13% 9% 9%

No major difference in influences since handover: 35-44 yr olds slightly more influenced by Olympics now, than pre-handover


Does the fact that London is hosting the 2012 Olympics make you feel more positive or

negative about London as a potential holiday destination NOW?

Does the fact that London is hosting the 2012 Olympics make you feel more positive or

negative about London as a potential holiday destination NOW?

Almost half feel more positive re visiting London NOW on knowing that it is hosting 2012

Any positive: 47% 36% 50%

21% 19% 21%

26%

17%

29%

Total (4035) UK(1009) ROW (3026)

Much morepositive - 5

Little morepositive - 4

Lot morenegative - 2

Little morenegative - 1

48%53%

47%

No difference -feel the same 3

•Very low proportion feel more negative about visiting London due to Olympics

•ROW more positively affected than UK


Positive reactions to London as a holiday destination have increased very slightly since handover

21% 21% 22%

23%16%

26%

Any positive: 44% 47% 37% 36% 48% 50%

50% 53%49%

21% 19% 21%

26%

17%

29%

Total (4035) UK(1009) ROW (3026)





48%53%

47%

No difference -feel the same 3


India & China most positively influenced markets. India and US more positive now than pre-handover

0

21% 20% 19% 16%27% 22% 17%

27%18%

26%13% 21%

6%

13% 24%

61%52%

20%

Total(4035)

UK - NonLdn (501)

London(508)

France(503)

Spain(501)

Russia(514)

India(502)

China(504)

USA (502)





48%60%

46%

74%

56%

21% 17%

62%51%

No difference -feel the same -3

Any positive:

Pre handover 44% 38% 36% 27% 42% 48% 67% 75% 25%

NOW (Oct 08) 47% 33% 40% 22% 40% 46% 78% 79% 38%

Positive/Negative impact of London hosting 2012 Olympics – by Market






Positivity towards visiting London NOW due to host status greatest amongst 18-34s, as pre-handover

21% 24% 24% 20%15% 15%

26%28% 28%

24%28%

22%

Total (4035) 18-24 (778) 25-34 (1160) 35-44 (944) 45-54 (701) 55+ (452)





48% 43% 45%51% 51% 56%

No difference -feel the same -3

Any positive:

Pre handover 44% 50% 49% 43% 39% 33%

NOW (Oct 08) 47% 52% 52% 44% 43% 37%

Positive/Negative impact of London hosting 2012 Olympics – by Age


Were you aware of a handover at the end of the previous Olympics to mark the start of the

next Olympics?

Were you aware of a handover at the end of the previous Olympics to mark the start of the

next Olympics?

7 in 10 are aware of the Olympic handover, higher in UK and China, lowest in US

Awareness of handover at the end of the previous Olympics

-38% -32% -36% -33%

62% 68% 69% 71% 72%

-30%

18-24 (778) 25-34(1160)

35-44 (944) 45-54 (701) 55+ (452)

68%32% Yes

No

Awareness of handover by Age

-16% -12%

-45% -42% -49%

-24%-8%

-59%

84% 88%

55% 58% 51%

76%92%

41%

UK - NonLdn

(501)

London(508)

France(503)

Spain(501)

Russia(514)

India(502)

China(504)

USA(502)

Awareness of handover by Market


Awareness levels of the handover rose post-handover in UK, but fell in US

Awareness of handover at the end of the previous Olympics

68%32% Yes

No

Total (4035) Pre handover 63% aware

-38% -32% -36% -33%

62% 68% 69% 71% 72%

-30%

18-24 (778) 25-34(1160)

35-44 (944) 45-54 (701) 55+ (452)

Awareness of handover by Age

-16% -12%

-45% -42% -49%

-24%-8%

-59%

84% 88%

55% 58% 51%

76%92%

41%

UK - NonLdn

(501)

London(508)

France(503)

Spain(501)

Russia(514)

India(502)

China(504)

USA(502)

Awareness of handover by Market

Pre handover :

61% 60% 64% 67% 70%

Pre handover :

54% 51% 64% 57% 61% 79% 93% 52%


On a scale of 1-10, will the fact that London is hosting the 2012 Olympics influence your

decision to visit London in the next 12 months, where 10 is Definitely Influence and 1

is Not influence at all?

On a scale of 1-10, will the fact that London is hosting the 2012 Olympics influence your

decision to visit London in the next 12 months, where 10 is Definitely Influence and 1

is Not influence at all?

The positive influence of London’s 2012 host status has improved slightly since pre-handover

36%

24%

4%

4%

4%

4%

3%

5%

4%

5%

17%

16%

12%

11%

13%

11%

12%

8%

5%

9%

5%2%

5%

8% 6% 8%

27%

4%

16%

11%

Total (4035) UK(1009) ROW (3026)

10 - DefinitelyInfluence9

8

7

6

5

4

3

2

1 - Not influence atall

Degree to which London’s 2012 Olympic host status will influence decision to visit London in next 12 months – by Age

Mean Score

Pre Handover 4.49 3.98 4.66

NOW (Oct 08): 4.84 4.16 5.07

Q6 - On a scale of 1-10, will the fact that London is hosting the 2012 Olympics influence your decision to visit London in the next 12 months, where 10 is Definitely Influence and 1 is Not influence at all?

Indians & Chinese more likely to be influenced by upcoming host status…France and US least influenced, though US improved

since handoverDegree to which London’s 2012 Olympic host status will influence decision to visit London in next 12 months – by Age

Mean Score

Pre Handover 4.49 3.78 4.18 3.63 4.23 4.32 5.92 6.21 3.64

NOW (Oct 2008) 4.84 3.84 4.48 3.49 4.23 4.64 6.73 6.79 4.53

40%32%

42%32%

25%

7% 6%

32%

4%

4%

6%

4%

6%

2% 2%

4%4%

4%

4%

4%

3%5%

3% 2%

2%5%

5%

4%

7%

6%8%

5%4%

4%

16%

18%

18%

18%17%

11%12%

18%

12%

11%

10%

10%

16%

11%

11% 15%

15%

11%

11%

7%

11%

12%

14%18%

7%8%

4%

5%

4%5%

6%

14%

18%

6%5%

2%

3%

1% 1%

2%

15%9%

4%

8% 9% 1% 8%15% 15%

27%

4%

16%

11%

Total (4035) UK - NonLdn (501)

London(508)

France(503)

Spain (501) Russia(514)

India (502) China (504) USA (502)


8

7

6

5

4

3

2

1 - Not influenceat all


Younger potential travellers continue to be more likely to be influenced by host status to visit London

21% 24% 28% 30%37%

5%4%

4% 3%

3%

4%4% 3%

3% 4%

3%5%

7% 5%5% 4%

4%16% 17%15% 16%

16%

12% 14% 13% 13% 11%8%

15%11% 12% 9%

9%

8%7%

10% 8%6%

9%

5% 3% 4% 5%7%

5%8% 7% 8% 7% 10% 6%

27%

4%

16%

11%

Total (4035) 18-24 (778) 25-34 (1160) 35-44 (944) 45-54 (701) 55+ (452)


8

7

6

5

4

3

2

1 - Not influence at all

Degree to which London’s 2012 Olympic host status will influence decision to visit London in next 12 months – by Age

Mean Score

Pre Handover 4.49 4.64 4.77 4.41 4.41 3.84

4.84 4.96 5.02 4.75 4.84 4.37


Points to ponder…

Conclusions

1. Awareness of London’s host status is high, at 73% overall (up from 46% pre handover), driven by increased awareness outside UK– highest awareness outside UK in India, China and Spain (over

two-thirds)– lowest in USA – though increased since handover – No longer any significant incorrect attribution to Beijing

2. London’s hosting of the 2012 Olympics could be the key influencer for 1 in 6 potential visitors to London– unchanged since handover– particularly high for Chinese (a third) and for the younger age

groups (17%)– more so now for Americans (10%) than pre handover (4%)

Conclusions3. The fact that London is hosting the 2012 Olympics has a positive impact on many potential visitors NOW– half from outside the UK feel more positive about visiting London NOW

as a consequence of the Olympics• Unchanged since pre-handover• China and India the most enthusiastic (c.8 in 10 more positive about

visiting)• Positive impact on Americans is lower (about 4 in 10), but has

increased since handover (was a quarter)• Lowest positive impact is on the French (22% feel more positive), and

this has declined since the handover (was 27%)– 1/3 from within the UK feel more positive about visiting London NOW due

to its Olympic hosting – though this has declined slightly since handover (was 38%)

4. And it has very little negative impact on potential visits (c 5% negatively )

Conclusions

5. Across markets, majority (68%) were aware of the handover

– Sharp increase in UK awareness following handover – Lowest awareness of handover in US, and this

declined since the handover (now 41%, was 52%)

In a nut shell…• Awareness of London as the host city for the 2012

Olympics has shot up since the handover and it presents a huge opportunity– for a proportion this could be a key influencer to visit NOW– and for many will have at least some influence– with a negative impact on propensity to visit for only a small

minority• However, there remain substantial regional differences

– India and China most enthusiastic, and increasingly so– US least involved, though there are indications that they are

becoming more aware and positively impacted by London’s host status

– French remain unattracted to London by the Olympics• And younger (18-44) are more enthused than older

Thank you

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