Cornwall Development Company has undertaken an evaluation of the Torch
Relay. The basis for this report is:
• An evaluation of four surveys that were distributed to key individuals for
completion post event
• Spectator estimates undertaken on the day
• Comprehensive evaluation of the media coverage undertaken by Excess
Energy PR who work with Falmouth BID
Key Points
• The Olympic Torch Relay travelled through Cornwall on May 19th 2012 starting
at Land’s End at 7am and crossing the Tamar Bridge sometime after 8pm
• The flame was on view in 21 Communities all of who had their own
community celebrations
• 188,500 spectators came out to view the torch. The numbers exceed
expectations and was approximately 35% of Cornwall’s population
• The Relay influenced approximately £3.77M in spectator spend in the
Communities on Route
• 1 Billion worldwide viewers was predicted, with the China and Japan
broadcasts meeting this alone
• £5,665,912 Advertising Value Equivalent (this is a conservative estimate with
only significant articles recorded and does not include all international print
media due to limited access to these publications)
• £16,997,735 PR Value
• 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 were present at the start of the
relay at Land’s End
• Over 50% of businesses thought that the Torch Relay was of great importance
to the image of Cornwall
• Over 2,000 tweets using the #DayOne2012
• 36% increase in international visitors to Cornwall’s official online visitor guide
was experienced in the days post event
• Between 14 and 22 May there was an increase of 13,026 additional visits to
the VisitCornwall website based on the same week in 2011
• 79,074 views of the Cornwall Torch Relay Google Map were recorded
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| Richard Wilcox, Falmouth BID Manager |
"The eyes of the world were on Cornwall on the 19th May and the county really delivered. Many people including those who were expressing negative views regarding Torch Relay Day prior to the event should be left in no doubt as to its positive effect, both in the short and long term. Millions of pounds worth of national and international coverage, hundreds of thousands experiencing a wonderful day and Cornwall's community spirit really coming to the fore. A collective effort that demonstrates how the county can really deliver on the big stage."
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