A massive branding campaign will be unveiled over the next couple of weeks to dress the streets of London in London 2012’s colours. The highly visible branding will be give a welcome to the International Olympic Committee (IOC)’s Evaluation Commission who will be in London from 16th-20th February to examine in detail London 2012’s blueprint for hosting the Olympic Games and Paralympic Games.
“London is looking at its best to welcome the IOC, and it is important that they are left in no doubt that this is a city and a country who really want to host the Games in 2012” said London 2012 Chairman Sebastian Coe. “Our aim is to create a growing and lasting image of London as an Olympic city that gets people excited about backing our bid. We want the whole of London and the UK to help us make this the most vibrant and colourful bid in the 2012 race.”
Striking images which carry the words “Make Britain Proud” and “Back The Bid” will appear using images of athletes jumping over iconic London landmarks such as the British Airways London Eye, Buckingham Palace, Nelson’s Column and The Thames Barrier. There will also be projections of the London 2012 logo onto landmark buildings and flags carrying the official London 2012 Candidate City logo on them flying in prominent positions throughout the city. The images will urge people to register their support by logging onto the http://www.london2012.com/ website or by to text LONDON to 82012. London 2012 is seeking one million public signatures of support to present to the IOC by July.
This highly visible branding will appear at:
At all the proposed Olympic competition venues
The London 2012 logo will be projected onto famous landmark London buildings
Mainline London stations at Liverpool Street, Euston, Paddington, Waterloo, Charing Cross, London Bridge Gatwick Airport and Stratford Station
Heathrow and City Airports
Posters throughout all London Underground stations and a spectacular building wrap at St Pancras station
Trains – a branded Thameslink train, a branded Jubilee Line and Circle Line train, a First Great Western train, a One train and two DLR trains
50 licensed taxis painted in London 2012 colours
Large London 2012 flags down The Mall, Parliament Square, Horse Guards Parade and Marble Arch
Hundreds of street banners and giant hoardings throughout London, including Whitehall, the Embankment, Trafalgar Square and along the M4/A4 corridor
Increased branding in the five “Olympic” host boroughs of boroughs of Newham, Hackney, Greenwich, Tower Hamlets and Waltham Forest
Extensive brand dressing on the Canary Wharf estate
Shopping centres in the M25 corridor
London 2012 branding on the Dome – the largest ever building wrap in Europe – clearly visible to passengers flying in and out of the City Airport
A major Olympic themed structure will be on display in Trafalgar Square
Building hoardings along the Embankment, across Westminster Bridge and in the City of London
A giant “decal” (large window dressing) on the front of the new Channel Tunnel Rail Link station in Stratford
The Post Office have launched “Back The Bid” international phonecards
“These innovative displays bring London to light and we are grateful to all our partner organisations involved for making this happen” said Seb. “Let’s turn our Olympic dream into a reality.”
For further information contact the London 2012 Press Office on 0207 093 5100