"This is your Games"

Doulla Croft, the Business Development Director of the London 2012 Olympic and Paralympic Games came to talk to the Lower Sixth Enrichment groups where she gave a really interesting and personal insight into the commercial side of the Games. She stressed that with London 2012 the emphasis is on sustainability, how this will be the 'greenest Games' ever with 20% of the power coming from renewables and how a large proportion of materials after the Games will be reused in other places and venues.

Doulla Croft (Right) with Enrichment Co-ordinator, Kate Palmer

Doulla works for Nielsen who have been involved with many aspects of the Games with research into attitudes towards disability, tickets and pricing, the mascots (Wenlock and Mandeville), spectator experience and the Torch relay. The relay itself runs from 19th May to 27th July and will help build excitement towards the start of the Games. The torch will visit over 1000 cities, towns and villages, including an overnight stay in Oxford. Overall Doulla emphasised that everyone has access to the Games - whether it be through tickets, TV or social networking sites, the opportunities are vast.

Doulla told the group that there are numerous sponsors/partners at a variety of levels. From global giants such as Coca Cola and McDonalds (one student was very interested to know about their involvement) to banks such as Lloyds and car firms such as BMW. These companies apart from the financial involvements must also be committed to the Olympic values.

Doulla Croft speaking to Lower Sixth students

The Royal Wedding last year has also been carefully analysed by Nielsen since patterns that emerged here are thought to be a forerunner as to what may happen with public involvement and participation of the Games. It is hoped that there will be long and short term economic and social benefits locally and nationally from the Games experience with the regeneration of East London giving over 4,000 new homes, an upgraded transport system, Westfields shopping centre (the largest in Europe) and new job opportunities for local residents.

Will team GB deliver? We all hope so and wait with anticipation for the major event. As Doulla says:

“The experience of the Olympics will stay with you for the rest of your life.”

Kate Palmer
Enrichment Co-ordinator