Gold medal hospitality for a once-in-a-lifetime event

Background

The International Olympic Committee voted in July 2005 for London to host the 2012 Summer Olympics and Paralympic Games. Most of the Games would be based in the capital, although a number of other locations were also earmarked to host events, training villages and support facilities.

It was agreed that for the first time ever in Olympic history, the London Games would feature a hospitality programme. In 2008, following a highly competitive tender process, the London Organising Committee of the Olympic and Paralympic Games (LOCOG) awarded Prestige Ticketing Ltd (PTL) exclusive onsite hospitality rights for the 2012 Summer Olympic and Paralympic Games.

This designation included the exclusive right to design, market, sell and operate the hospitality programme for events appropriate and suitable for a first rate hospitality service.

Our Role

Prestige’s objective was to create a world class hospitality service for visitors from around the globe. We used the official branding for the London 2012 Olympic Games to ensure the event was clearly placed at the heart of the experience and to emphasise that the rights holder’s values were at the core of everything we did.

We built temporary hospitality suites at many of the venues we managed in order to ensure the food, service and entertainment we delivered was absolutely top class. At the Olympic Park we designed and purpose-built a facility just 80 metres from the Olympic Stadium capable of accommodating up to 3,000 guests daily.

Further hospitality suites were commissioned for Greenwich Park (equestrian), Horse Guards Parade (beach volleyball) and Eton Dorny (rowing). We also took over a number of established hospitality venues, including the North Greenwich arena (commonly known as the O2 for basketball and gymnastics) and Wimbledon (tennis).

In 2010 we went public and introduced the new entity Prestige Ticketing Ltd to the market. At the same time we introduced the onsite hospitality programme to the corporate world through a series of targeted marketing initiatives.

In February 2011 we officially opened for business and sold £10 million worth of hospitality in the first week.

Results

As there had never before been an Olympic hospitality programme, we were constantly breaking new ground. We enhanced the sales effort with the introduction of an official sub agent programme incorporating three reputable UK agencies.

This ensured even more people were offered the opportunity to experience our world class hospitality service and helped drive total sales revenues of more than £100 million.

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