Meetings and events agency Zibrant urges the events sector to make the most of the current patriotic ‘vibe’, something which the agency considers “just as influential a legacy as the Olympic investment”.
“The events sector must capitalise on the renewed British pride brought about by the Jubilee and the London Olympics to help sell Britain as a destination,” says Fay Sharpe, Zibrant’s MD for Sales and Marketing. The agency is behind a campaign to encourage organisers to book events in Britain, and is scheduling a ‘Cool Britannia’ party for 100 agency clients on 25 September. The party will be the first event to be held at the newly-opened ME Hotel in London.
“The events sector in the UK will benefit significantly from the investment in the events of 2012, but among the most powerful legacies is the newly-restored patriotic ‘vibe’ and pride in Great Britain,” says Sharpe. “Now, following the pageantry of the Jubilee and our Olympics successes, we should shout about why Great Britain is great for events.
This ‘vibe’, according to Sharpe, could generate an increased UK agency focus on domestic locations including for incentives, “helping to keep British companies’ events here as well as drawing incoming global business”.
Venue and supplier sales staff, Sharpe believes could also benefit from a greater zeal in promoting ‘Britishness’ as a means of competitive advantage.
“This is not limited to London,” Sharpe adds. “Many regions, for example Yorkshire which produced so many gold medal winners, will additionally benefit from a raised profile and pride through their medal-winning athletes.”
“Britain has so much to offer in terms of facilities, infrastructure and values and this renewed national confidence will add an influential string to our bow. The economic climate of the past few years has been a challenge in the events sector, and we must now look to capitalise on 2012 to turn patriotic sentiment into national purpose and business growth,” Sharpe concludes.
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