Cultural Olympiad - Task 1, Research

Research

In history, The London 2012 Cultural Olympiad, is the biggest celebration of the modern Olympic and Paralympic Movements. The festival takes place on the 21^st June to the 9^th September and is spread over 4 years. This particular celebration gives people a chance to be a part of The London 2012 Olympics and show their creativity and talent that may not be sport-based. Some of the activities available are dance, music, theatre, visual arts, film and digital innovation.

Along with this, leading artists in all categories from all over the world will come together for the largest nationwide festival in the UK. From January 2012, there will be a countdown to let the public know what’s to come. Tickets for certain events will be provided, where as most others with be free to attend. With over 1,000 events involved throughout the festival, the organisers are hoping for a 10 million strong audience.

I believe the event’s brand is “invisible” due to the lack of marketing to advertise it; this limits their audience, as the majority of people simply have not heard of the event. One example of this is the lack of Google searches it receives in a year; The London 2012 Cultural Olympiad is receiving about 350,000 searches over a 12-month period, where as the X-Factor is getting 500,000,000. This puts the public’s interest into perspective. Along with this, I think that the London 2012 Olympics take the “spotlight” from the festival.

Competition

The London 2012 Cultural Olympiad has a lot of competition throughout the UK. The London festival takes place in the summer; this will cause problems as the majority of the public are attending other UK music festivals such as Reading and Leeds, Download, Isle of Wight etc. Along with this, the Olympics themselves are competition. Although the Cultural Olympiad target people who do not have an interest in sport but do in culture, some of the audience may have partners or friends who are competing in/attending the Olympics. Therefore, will not attend the London festival.