Olympic Torch Relay 2012

The Brief

The London Organising Committee of the Olympic and Paralympic Games (LOCOG) announced on 18 May 2010 that the Olympic Torch Relay would start from Land’s End on Saturday, 19 May 2012. LOCOG further announced on 1 Feb 2012 that the Olympic Flame would arrive at RNAS Culdrose in the early evening of Friday 18 May at the start of its 70-day journey through the UK.

This meant that Cornwall would be in the spotlight for both the arrival of the Olympic Flame and the first day of the Torch Relay.  The exposure offered through these two days was a unique and priceless opportunity to showcase Cornwall to the world. Sam Groom in her Event Management Role at Visit Cornwall was designated as the principal Olympic Torch Relay Co-ordinator for Cornwall.

As part of the LOCOG requirements, a Community Task Force involving representatives from the Council (including Cornwall Development Company/Visit Cornwall, Traffic Management, Emergency Management, Waste and Environmental Management, Communications and Strategy, Cornwall Sports Partnership, Localism and Culture, Health & Safety & Licensing), and the Police was formed to co-ordinate the plans for the event. This group was tasked with delivering the Local Authority requirements of the event as set out in the LOCOG agreement signed April 2011.

The Results

188,500+ spectators (35% of Cornwall’s population)

Over £17m worth of PR coverage; 1 billion viewers worldwide

£3.77m influenced economic spend

Successful management recognised nationally

240 reporters, photographers and film crews from around the world including Japan, China, Australia, Brazil, France, America, South America, Asia, Russia, Poland, Finland, Hungary and the Netherlands present at the start of the relay at Lands End.

Over 2,000 #DayOne2012 tweets

36% increase in international visitors to Cornwall’s official online visitor guide in the days post event


Excellence in Communication Awards 2012/13

Partnership Excellence, Olympic Torch Relay, Winner