QUEEN ELIZABETH OLYMPIC PARK LOCAL PROGRAMME MARKETING AND COMMUNICATIONS

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1 QUEEN ELIZABETH OLYMPIC PARK LOCAL PROGRAMME MARKETING AND COMMUNICATIONS

2 SUMMARY OUR APPROACH About Queen Elizabeth Olympic Park Queen Elizabeth Olympic Park is a sensational events destination. In 2013 alone, it hosted music festivals, concerts, corporate conferences, community markets and numerous individual meetings and company events. In only its first year of operation, the Park has already earned a nomination in Time Out s London First Awards in recognition of its contribution to the city s cultural life, and has attracted over three million visitors. All this, against its background as host of the once-in-a-generation London 2012 Olympic and Paralympic Games. With its excellent transport connections and prime location in the heart of a vibrant and growing community, the Park is an easily accessible space in a thriving part of east London. The Park boasts a selection of spectacular outdoor locations and iconic indoor venues that are suitable for all uses. About the Local Programme Queen Elizabeth Olympic Park s Local Programme is a series of activities and projects run by the Park which aims to work with local individuals, organisations and audiences to bring the Park to life and shape its future. Funded and managed by the London Legacy Development Corporation, the Local Programme will commission over 20 projects by local artists and organisations in 2014 and 2015, helping them to make the most of opportunities in the Park. These free events which span a range of artistic, cultural, community, charitable and design-led activities will attract a wide range of visitors to the Park and create new opportunities for local audiences (and wider). All commissioned individuals and organisations will receive training and business support to improve the entrepreneurial and not-for-profit sectors in east London. The role of our publicity and marketing team Queen Elizabeth Olympic Park has teams working specifically on marketing the Park, as well as media and stakeholder relations, and making best use of digital channels. Their main aims are to promote the Park as a visitor destination and a benefit to the local community and protect its reputation. As part of this work, they will be supporting the [Local Programme] events. The approach of the team will vary, depending on the size of the event. 2

3 Small events under 1,000 people As an event organiser, the more information you can provide us with, the more likely we are to be able to help! What do we expect from you? We will need: - Full event details including age restrictions, prices, running order and times, location on Park etc. Ideally this would be provided six weeks before the event. For complex events, we need to understand the order of importance what s your main event? - Details of any onsite dressing, branding or wayfinding plans you might have or want to use. - You will need to use our brand on your promotional materials, which will need to be cleared by us. We would also need permission to use your brand, as well as your brand guidelines and messages. - Images a selection of three, hi-res, free for us to use and a mix of portrait and landscape. - Clearance of any and all material that references us or the Park or uses the Park logo or images (allow 48 hours). - Details of anything about your event that might be of particular interest to the media. - An adequate communications plan in case of crisis or cancellation, and agreed ways of working in a crisis (you can work with the Local Programme Manager to develop this). - Details of your communications channels, including social media channels and hashtags, and for you to follow our channels, in case we need you to share important information. What can you expect from us? - We will work with you on your branding for when you are on the Park. - Your event will get an event listing on our website - We will promote your event through at least one of our social media channels (Facebook and Twitter). For the Park, our main channels are on Twitter, and our YouTube page at - Your event may also be featured in our enewsletter, in one of our publications, or as part of our media relations programme. - We will notify the local press about your activity but cannot promise that this will lead to a feature. - If your event will attract 200+ people, we will work with you to design promotional materials, which can be used as posters and flyers. 3

4 Further information Approvals and clearance processes We need to approve any and all promotional materials, onsite branding, text or press releases that use the Park logo or visuals or make reference to Queen Elizabeth Olympic Park in any way. Please allow a minimum of two working days for us to come back to you. Crisis management communications As the event organiser, you are responsible for communicating with current and potential attendees in the event of a cancellation or crisis. However, Queen Elizabeth OIympic Park also has a range of channels which can support you in this unlikely event, and, unless in a situation that presents an urgent health and safety risk, will need to approve information that is sent out externally including media, online and social media statements. Before your event takes place, you must develop and share a crisis communications plan with us which covers: - Who your main communications contact will be in the event of a crisis or cancellation (including out of hours contact details) - How you intend to reach potential or current attendees in the case of a crisis - An agreement that you will contact the Queen Elizabeth Olympic Park media team immediately once you are aware of any issues (to be balanced with the need to address any urgent health and safety risks) Queen Elizabeth Olympic Park press office can be reached in office hours on or press@londonlegacy.co.uk. The phone number above redirects to a mobile phone out of office hours. Event details For us to be able to accurately list your event on our website, and potentially support it through other communications activity, we need as much information as possible from you, as far in advance as it s possible to get it to us. At a basic level, we need: - Date and time of your event. - Exact location of your event on the Park. - Title and description of your event. - Any restrictions on your event (eg must be able to swim, only open to under 15s). - Running order (if appropriate). - Details of how to book or buy tickets (or if it s a drop in free event, how you envisage this working). - Pricing of your event (including any discounts or special offers). - Any access features of the event (Note: as per our events policy, there is an assumption that all events are accessible to everyone) - If your event is a complex event, what the most important things are to highlight. - Where to refer people for further information. 4

5 - A selection of three, high resolution images to illustrate your event, ideally a mix of portrait and landscape shots. We would like this at least six weeks before your event takes place the longer we have the information, the more we can do to promote it. We would also like to be able to get information up on our website to coincide with you initially announce the event this is so that people who are interested in the event and come to the Park website can find what they need. We need at least 48 hours to plan in website updates. Please do also let us know if there is anything particularly interesting or new about your event for example, it s the first one of its kind, or a world record, or going to be attended by someone with a really interesting story to tell. This will help us understand the event, and potentially also mean we could give you more publicity support. Filming on the Park All filming on the Park including media filming must have a permit. Please contact press@londonlegacy.co.uk to discuss this further. Flyering/ postering All promotional activity relating to events on the Park must be legal and meet appropriate regulations. If you are flyering or postering, please ensure you have the correct permissions from local authorities and relevant venues. Hotline The Park has its own 24 hour residents hotline. Information on your event will be shared with the hotline team by your LLDC events manager, but do alert us to any planned disruption or any other issues you feel might arise. Images Having images will really help bring your event to life on the website, and greatly increase its chances of being promoted via social media. At six weeks before your event, we need: - At least three images that represent your event. - We must have permission to use these images if there are copyright restrictions, we need to be informed. - Images should be high resolution at least 300 dpi. - Images should be suitable for all ages and ideally appeal to the diversity of east London s communities. - Ideally, images will be a selection of landscape and portrait, so that we can use them in a range of different formats. - Ideally images should also be reflective of the communities around the Park. 5

6 Media or promotional activity on the Park Pre-event media or promotional activity on the Park itself must be agreed with the Queen Elizabeth Olympic Park media team. Social media channels For the Park, our main channels are on Twitter, and our YouTube page at We do try to promote a wide range of events through these channels, but can t always promote all of them. If there is something in particular you d like from us, send us a DM message, or marketing@londonlegacy.co.uk. Please do also follow these channels in case we need you to help convey information in an emergency. We also have a small number of specialist social media channels and websites for example, for Motivate East, our inclusive sports project which may also be relevant to some activities on the Park, so do provide us with as much information as possible. Spokespeople In case of media enquiries, it s always helpful for us to know who your key spokespeople are, and their availability at key event times. If you have access to celebrity or high profile spokespeople, we may be able to use them to boost media coverage or develop additional materials for digital or social media channels. Please do let us know spokespeople information via press@londonlegacy.co.uk Video and film We have our own YouTube channel at Contained within this is a partners channel, so if you have video or film you d like us to add, please do let us know. We can also include film in your event listing on the website, as well as promote it through our social media channels if relevant. If you have film or video content you d like to share with us, please it to marketing@londonlegacy.co.uk. We are also happy to share our video content with you, if you d like to use it on event screens or your own websites. Website Our website is We try our best to list all of the forthcoming events on the Park on our website, as far in advance as possible. Website content is closely linked to our social media programme and enewsletter, so the sooner we can have accurate information on your event for our website, the better. 6