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FMBX News
Posted: Apr 5, 2011
London Olympic’s bidding starts for experiential marketing sites at airports
Brand experience agencies representing tier one Olympic sponsors such as Samsung and EDF Energy should now be booking prime Olympic space – including London airports - if they want to take advantage of the head start offered to them by The London Organising Committee of the Olympic and Paralympic Games (LOCOG).
LOCOG has announced that bidding is open for tier one Olympic sponsors across the next two weeks. The 2012 organiser, has kicked off an online auction which will allow brands to bid for media space worth £250m at Olympic Venues. Only the 18 global tier one sponsors will be able to bid for the prime sites in the first two weeks. Tier two and tier three sponsors will be allowed to bid for advertising space after the third week. A total of about 4,000 packages of advertising, which will also be available to buy at a fixed price, will be offered through the site.
Tier one sponsors include Coca-Cola, Panasonic, British Airways, BMW, Acer, Adidas, BP, Visa and Lloyds TSB.
Select spaces for live brand experience or experiential marketing are part of this package and this includes emotionally-charged and high footfall airport experiential space, including Heathrow, Gatwick, Stansted and the Heathrow Express - all provided by Brandspace. These venues are expected to offer high footfall and have heightened global press attention for the duration of the Olympics – but equally importantly they offer brands a chance to interact with visitors to the UK at a moment high excitement and historical importance.
From July this year the LOCOG optioned airport spaces will go back onto the open market.
Jens Tangen, head of experiential sales, Brandspace commented:
“The London 2012 Olympics will be a defining experience that the world will never forget. It also represents a unique opportunity for brands to reach and touch consumers while they are receptive and open to experiencing everything the Olympics has to offer - both directly and indirectly. This allows brand managers to look beyond the practicalities of capitalising on significantly inflated footfall or increased exposure via mass media. Instead, the challenge is to elevate brands by using positive, engaging experiences in the most ‘impactful’ environments – which is what our estate offers.”
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