BC International Media Centre contributed to the success of Canadian tourism

LAURA WALDEN / Sports Features Communications

TAMPA: The BC International Media Centre (BCMC) for unaccredited media was one of the most successful centers since the idea got off the ground in 2000 in Sydney and played a key role in promoting Canadian Tourism.

These centers usually do focus a lot on the tourism aspect of the Games as they are typically run by the local government together with the local tourism ministry and promotional body. Optimally, they are also selectively located in a high profile panoramic area of the city to facilitate background filming and photographic backdrops for the quintessential cityscape.

The Main Press Center (MPC) and International Broadcast Center (IBC) for the accredited media both tend to keep their information mainly focused on the Games’ info system with results and statistics. While unaccredited media are not allowed in the Olympic zones both groups are equally welcome at the unaccredited center.

The BCMC in Vancouver was funded solely by the Province of B.C. and accredited 3,900 domestic and international media from February 1-28th and closed at the end of the Games. During the month of February 2010, they recorded approximately 6,000 visits from all the domestic and international media.

The Province invested $2.6 million to outfit and operate the BCMC, located at the Province’s signature venue, Robson Square Plaza, and featured state of the art technology services and was open 24/7.

Media outlets from around the world were headquartered there and regularly used video and still images taken from the location for broadcasts and the internet.

There were also a number of selected live hit locations to film that were covered and had lights and heating.

The BCMC was the main working point for 23 media groups representing more than 400 international newspapers, radio, TV stations and internet portals (including CBS, ABC, USA Today, Fox News, Associated Press, CTV and Global).

Also during the Games, the Centre was the forum for over 75 press conferences and events bringing in a number of non-media attendees and generating a lot of interest.

Some of the footage from live cameras that were stationed around Robson Square was aired by a number of media outlets including CTV which fed to a broadcast network that extended beyond 230 countries.

Upcoming organizers from Sochi 2014 and London 2012 and the G-8/G20 visited to tour the facility and take notes on the functionality.

An end-of-Games report by VANOC estimated that the Games generated $250 million in equivalent ad value exposure brought to Canada through earned media by hosting the winter Games. Staging a successful unaccredited media outlet contributed greatly to the press overflow.

Successful media during the Games creates a strong tourism magnet and leaves a positive lasting image.

Canadian Tourism Commission (CTC) ceo, Michele McKenzie, noted in a recent study that part of the success of Vancouver’s tourism market was based on a strong five-year plan (2008 to 2012).

As we reported in an earlier article, a similar study was released by the European Tour Operators Association (ETOA) and states that London is set to suffer 95% leisure tourism slump during Games’ time.

So it remains to be seen how well the media’s image will affect the tourism attraction after the Games are over.

The London Media Centre during the London 2012 Games will be functioning July 9-August 14th and will be located at One Great George Street and will be organized by London & Partners, the official promotional organization for London.

Keywords · Vancouver 2010 · BC International Media Centre · IBC · MPC

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