China finished second with a total of 91 medals (38 gold) and Great Britain came third with 65 medals overall (29 gold). The United States topped the medal table, winning the most gold medals (46) and the highest number of medals overall (104). The Games also made use of venues that already existed before the bid. The main focus was a new 200-hectare (490-acre) Olympic Park, constructed on a former industrial site in Stratford, East London. Construction for the Games involved considerable redevelopment, with an emphasis on sustainability. London became the first city to host the modern Olympics three times, having previously hosted the Summer Games in 19. įollowing a bid headed by former Olympic champion Sebastian Coe and the incumbent London mayor Ken Livingstone, London was selected as the host city at the 117th IOC Session in Singapore on 6 July 2005, defeating bids from Moscow, New York City, Madrid, and Paris. 10,768 athletes from 204 National Olympic Committees (NOCs) participated in the 2012 Olympics. The first event, the group stage in women's football, began on 25 July at the Millennium Stadium in Cardiff, followed by the opening ceremony on 27 July.
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No free tickets policy to prevent any public outrage.High and low, price points for the opening ceremony.
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In all, there were about 26 different pricing plans with details on how to promote and the target audience.Demand at various price points helped ascertain the number of seats. Those who bought tickets at a higher price were guaranteed better views of the sport. However, the tiers did not have a fixed number of seats. Increasing the number of pricing tiers to keep prices low while maintaining revenues.90% of the public tickets would be priced at £100 or less, 66% at £50 or less, while 2.5m tickets would be priced at £20 or less.Some important elements of the ticket pricing strategy: Tickets are an important revenue stream to fund the games and.Tickets need to be affordable and accessible to as many people as possible.Three principles of the ticketing strategy: The London 2012 Chairman, Lord Coe termed it the “the daddy of all ticket strategies”. What was more challenging was the demand uncertainty, as they had to price all events more than a year and a half in advance (March 2011) of the Games, set to begin on 27 July 2012. They had to price over 8.8 million tickets (of which 75% would go on sale to the public) for 26 sporting events and ensure impartial affordable access to everyone planning to attend the event. The organizing committee (London Organizing Committee of the Olympic Games and Paralympic Games – “Locog”) of the London 2012 Olympic Games had a unique challenge before them.
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