2012 London Summer Olympics

Delivering Premier Transportation for VIP Hospitality

Vectour Group was contracted by The Coca-Cola Company to provide transportation for its VIP Hospitality Program during the London Summer Olympic Games. As one of the premier marketing partners of the Olympic Games, Coca-Cola’s transport program was highly visible and significantly demanding. Coca-Cola invited VIP customers, distributors, employees, and high-level executives to London in seven different waves to enjoy the festivities of an Olympic host city, as well as various athletic events at the Summer Olympic Games. This included attending Olympic sporting events at Olympic Park, sightseeing tours of the city, visits to historical landmarks, and select dining opportunities in London.

Service started with pickup at London’s Heathrow Airport, transferring passengers with luggage to the Langham Hotel in central London. Guests were then transported to Olympic Park for events and to notable landmarks such as the Tower of London and the Crown Jewels. Other guests were transported to various restaurants sponsored by Coca-Cola for fine cuisine and evening entertainment. Following a three to four-day visit, guests were transported back to London’s Heathrow Airport for departure, and Vectour would then begin preparation for the next wave of visitors.

Objectives

The primary goal for the 2012 London Summer Olympics was to provide seamless, reliable, and personalized transportation services for Coca-Cola’s VIP Hospitality Program, ensuring an exceptional experience for all guests.

 

Challenges

  • High Demand and Visibility: Managing a highly visible transport program for a premier marketing partner required meticulous planning and flawless execution.

  • Dynamic Scheduling: Adapting to constantly changing needs and providing on-demand, personalized transport services.

  • Coordination with Multiple Stakeholders: Collaborating with Coca-Cola, local organizing committees, and municipal authorities.

  • Security and Logistics: Securing high-security parking, storage, and staging areas in a busy metropolitan area.

 

Solutions

  • Fleet Management:

    • Secured a fleet of 27 top-quality motor coaches from three different companies in the UK, sourcing equipment from as far away as Manchester.

    • Implemented GPS equipment on all motor coaches for real-time tracking of vehicle movements.

  • Driver Coordination:

    • Provided driver catering, housing, and shuttle services to a secure yard where the motor coaches were stored.

    • Ensured drivers were well-prepared and had the necessary support to manage their schedules efficiently.

  • Operational Support:

    • Worked directly with Coca-Cola’s planning staff to allocate equipment and drivers for the transport operation, adapting to on-demand and personalized requests.

    • Secured high-security parking, storage, staging, and administrative office space in advance of and during the Games.

  • Communication and Coordination:

    • Collaborated with the City of Westminster to design and obtain municipal approval for load zone areas and routing around the Langham Hotel.

    • Established robust communication systems to ensure seamless coordination between dispatchers, drivers, and event organizers.

 

Results

  • Uninterrupted Transport Services: Successfully managed a 19-day, uninterrupted transport program in the heart of London, providing on-time services.

  • High Participant Satisfaction: Delivered personalized and reliable transport services, resulting in high satisfaction among Coca-Cola’s VIP guests.

  • Efficient Operations: Demonstrated flexibility and efficiency in managing dynamic schedules and adapting to changing needs.

  • Enhanced Security and Logistics: Ensured high-security parking and seamless logistical operations, contributing to the overall success of the hospitality program.

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