CASE STUDY: Solving Canada’s Olympics Travel Challenges

Since 2017, ATPI Sports Events have been the Official Ticketing, Travel and Hospitality Partner of the Canadian Olympic Committee (COC). The COC came to ATPI with the request to develop a tailor-made hospitality programme for the senior executives of their top Marketing Partners for the Olympic Winter Games PyeongChang 2018.

Challenge:

This programme needed to incorporate educational elements seamlessly into the hospitality programme. While it was important to the Canadian Olympic Committee to create a once in a lifetime experience for these guests, it was also top priority to include ‘behind-the-scenes’ experiences to educate the guests on the role of the COC onsite during the Games. This created a demand for a very robust schedule.

As the level of guest who would be invited on the trip have high-pressure roles, it was also key to develop a programme which did not require the guests to be out of the office for too long. The travel time from Canada to the Republic of Korea is 14 hours plus a 14-hour time change, resulting in one night being ‘lost’ during travel.

The class of hotels available in the Host City were not as deluxe as the guests on the programme would be accustomed to staying in. With the limited availability, the COC asked for ATPI’s support in enhancing the hotel experience for the guests while still keeping costs within the existing programme budget.

Solution:

To provide guests with a smooth and enjoyable itinerary, educational components were built into the programme and paired with meals or other activities when possible. An International Olympic Committee information session took place during a special lunch at the exclusive ‘The Olympic Club’ venue.

Networking with the COC Chief Executive Officer and Chief Marketing Officer took place within the dedicated COC ‘Be Olympic Lounge’ within the programme hotel where no additional travel was required.

ATPI Sports Events developed this custom-designed and branded ‘Be Olympic Lounge’ exclusive to guests of the programme.

It was located within the programme hotel and offered light snacks and beverages from 7:00 am-2:00 am. The space was also used for buffet lunches and post-event nibbles. Providing this space within their hotel allowed guests a quiet space to network, relax and catch up on work while being out of the office for an extended period.

To enhance the hotel experience for the guests, ATPI Sports Events found savings in the programme budget to arrange for guest room improvements, including upgraded bathroom amenities, reed diffusers, mattress toppers, florals, throw blankets and slippers.

Result:

ATPI Sports Events worked closely with the COC team to develop a seven-day, five-night, full-service programme over a weekend to include: flights, accommodation, meals, Olympic tickets, special events, educational components, gifting and cultural excursions.

The guests of the COC programme experienced a very exclusive side of the Olympic Games. ATPI Sports Events developed a programme itinerary to highlight the special behind-the-scenes experiences that the Canadian Olympic Committee were able to secure through their partnership with the International Olympic Committee.

The guests on the COC programme enjoyed special dinners at Canada Olympic House, visited the exclusive Olympic Club venue for lunch and had a tour of the Athletes Village.

A Canadian Gold Medal Olympian hosted the group and provided in-depth knowledge to the athlete experience at the Olympic Games. In addition, ATPI Sports Events secured event tickets which allowed the guests to be there to celebrate as Canada won several medals.

ATPI arranged passes to Holland Heineken House for guests who were interested in attending.

The trip was rounded out with fine dining, a Korean barbeque experience, a tour of a palace with a local guide, and leisure time for guests to shop, sightsee, or attend additional Olympic events.

All of the guests who completed the post-event survey indicated that the trip provided them with greater knowledge of the COC Games Operations and that they would be interested in attending again.