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LONDON 2012:            World’s greatest
                            opportunity
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London 2012 Case Study

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Transcript of "London 2012 Case Study"

  1. 1. LONDON 2012: World’s greatest opportunity London’s bid for the 2012 Olympic and Paralympic Games was like no other. It promised to inspire the youth of the world. To engage, £400 MILLION OF involve and enthuse – to change lives. It promised to put the Olympic SPONSORSHIP and Paralympic Games at the heart of contemporary life. To achieve this, London’s Organising Committee needed a powerful brand, one that could inspire and engage with a global audience of four billion people. A brand that could make the Olympic and Paralympic Games more relevant, accessible and inspiring than ever. Everyone’s clear ambition for London 2012. These Games were to be everyone’s. The brand we created supports this ambition. The emblem is 2012, an instantly recognisable symbol and a universal form – one already closely associated with the Games in London. It is unconventionally bold, deliberately spirited and unexpectedly dissonant, echoing London’s qualities of a modern, edgy city. It is for everyone, regardless of age, culture and language. It is designed to be for everyone to feel and be part of London 2012. Shaping london 2012 not expected for 18 months. In the UK, brand recognition has already reached 85 per cent and worldwide it is over 50 per cent. Sponsorship has also exceeded expectations with partners spending more implementing schemes of sustainability and by supporting athletes. EDF Energy is rewarding customers with London 2012 merchandise for reducing their carbon footprint by 20% and Adidas has reported Wolff Olins that London 2012 branded clothing comprises 20% of the sales of +44 20 7713 7733 +1 212 505 7337 +9 7144 01 9581 www.wolffolins.com © 2009 Wolff Olins Limited. All rights reserved.

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