The Sydney 2000 Olympic Games: How the Australian Tourist Commission leveraged The Games for tourism

Abstract

This paper outlines the key strategies used by the Australian Tourist Commission (ATC) in leveraging the Olympic Games to boost tourism to Australia. In 1995, the ATC established its Olympic Games Business Unit. The key elements of the pre-Games strategy were in developing joint-promotions, the establishment of a major media programme, working with TV broadcasters, and the setting up the Business Development Programme. Following the success of the Sydney 2000 Olympic Games, a twelve month post-Games strategy was operationalised. It has included tactical advertising in key markets, the use of direct marketing, working with key market segments such as the business tourism sector, and developing research to monitor the success of the strategy and tactics. The ATC strategy has also been recognised by the International Olympic Committee (IOC) as a benchmark on how to maximise the benefits for both the Games and the host country.