Adams has stressed venues shouldn’t just be marketing themselves at potential hospitality houses for but considering all options.
"We believe there will only be around 60 of these NOC hubs as many countries have decided to adopt a national presence in London and form part of an International House, West African House, Latin American House or Oceania House for example," she said.
"Agencies and venues need to assess all activation opportunities and be aware that deals will continue to be done right until the last few days of the countdown to the Games," she added.
According to the promotional organisation, the London 2012 Olympic Games will bring some 100 private sector sponsors, 26 international federations, 205 competing nations, 560 domestic sporting bodies and the world’s media to the capital.
In addition, there will be a host of consumer brands looking for an unofficial association, and numerous local businesses, all eager to harness the Olympic spirit to motivate staff and win new business contracts.
To help those still on the lookout, London & Partners has compiled a list of "10 Top Tips" which Event has listed below:
1. Inspire
Do you have a clear London 2012 business message? Is there a dedicated area on your website providing details of Olympic packages? Ensure you have available itineraries, sensible rates and packages and that they are being marketed to their full capacity both online and offline.
2. Look closer to home
Have you consulted your regular client-base or local businesses? It’s likely that many companies are only starting to consider their Olympic action plan now. Discuss ways in which you can help to entertain their guests or motivate internal staff with or without access to tickets.
3. Partner Up
Is there an associated business which would strengthen your offer? Consider partnering up with a hotel, meetings venue or restaurant or team building company, agency or entertainment supplier and go to market with a complete package.
4. Set your sights
Many international sponsors are planning Wave Programmes that will see them fly guests into the UK capital on three-day rotations. Agencies are therefore in need of incentive and itinerary ideas. Can you offer reception space, dining amenities or transport?
5. Think laterally
Does your venue’s roof terrace provide a stunning media backdrop? Maybe, your out-of-town location would provide a good stop-off lunch point for airport transfers? Just because your venue space has always been used in a particular way, why not do something different and transform that courtyard into a pop-up restaurant or offer a brand gallery space where once sat meetings space.
6. 2012 lasts longer than a fortnight
There are so many fantastic events taking place throughout next year including the Cultural Olympiad, Charles Dickens’ 200th anniversary, the Shakespeare Festival and the four-day Diamond Jubilee. Do you have offers and packages aimed at driving business around these Olympic alternatives?
7. Don’t forget about the Paralympics
What can you offer those brands, sponsors, media and athletes involved with the Paralympic Games? Do you have dedicated Paralympic packages and rates in place? How are you marketing your offer? The Paralympic Games will afford a large amount of business opportunities, some of which will require specialist packages and bespoke offers.
8. Communicate
If you’re not using social media channels to build relationships and promote your offer, you can guarantee that your competitors will be. Now is the time to speak to your supplier network and industry peers. Share knowledge, discuss ideas and form partnerships wherever possible.
9. Stay focused
Lead times have grown shorter and the Olympic Games has always traditionally turned into somewhat of a sprint towards the summer. Now is the time to focus on helping clients to make decisions through consultation and keeping yourselves visible. If decisions are to be left until the last minute, those companies will need to remember you and your offer in a positive light.
10. Keep abreast of developments
There are a number of conferences, exhibitions, websites and magazines whose remit is to help you make the most of the Olympic opportunity. Engage and embrace them all. London & Partners has teamed up with The International Special Events Society and Unique Venues of London to host one such event on 19 September at the BFI IMAX cinema where we shall be discussing London 2012 and Beyond.
What are your experiences of securing Olympic business? and tell us here.