With an estimated 2m extra overseas tourists in London next summer, not to mention those travelling to the capital from across the UK, brands are already planning how to make the most of their assets in order to gain exposure and cut-through during what will be one of the busiest marketing periods the country has ever seen.
Olympic sponsors are in a slightly stronger position than most to try and gain this cut-through, in that they will have first option on outdoor advertising sites across the city, and are the ‘special ones’ who, because of their multi-million pound partnership deals, can officially run Olympic related activity without incurring the wrath of the Olympic police.
Some 2012 sponsors are, however, still topping up their portfolio with additional assets to ensure they have as much presence as possible – take EDF Energy, who last month signed an £8m three-year deal for the naming rights of the London Eye, one of the capital’s biggest tourist attractions.
Brands who are not official sponsors of London 2012 are having to work a little bit harder to make sure their brands are visible to the 10.8 million ticket holders and the rest of the population who will be joining in the party.
We’re already seeing the Barclays brand around the city on a daily basis thanks to the Mayor’s flagship cycle scheme – promising to be even bigger in 2012, this is a clever way of navigating complex Olympic marketing laws. And then we have O2, with naming rights to The O2. Do we really think anybody will actually call it the North Greenwich Arena during Games time?
Now there is another asset up for grabs. Sanyo yesterday announced that they will not be renewing their site on the Piccadilly Sign – one of the world’s most iconic advertising sites – after 33 years. With the lease running until the end of this year, it will be interesting to see who takes advantage of this opportunity for what will no doubt be one of the most visited areas by tourists in 2012. The screen is already passed by an estimated 56 million people per year – 34 million pedestrians; 17 million people in coaches; 2.6 million taxis and 2.4 million cars.
With three global Olympic sponsors already in situe, Coca-Cola, McDonald’s and Samsung, the sign will surely be a core part of their Olympic marketing plan. For whoever replaces Sanyo, Olympic sponsor or non-sponsor, the Piccadilly sign offers a truly premium outdoor advertising site, and because it is privately owned, by Land Securities, falls outside of the outdoor advertising restrictions put in place by LOCOG. Watch this space….
By Sara Wilson on February 15th, 2011
Tags: London 2012, London 2012 sponsorship, London 2012 sponsorship consultants, Olympic sponsorship, Olympic sponsorship consultants, Olympics, Sponsorship consultancy, Sponsorship consultants



























