Tuesday, 15 March 2011: The London Organising Committee of the Olympic Games and Paralympic Games (LOCOG) today marked the start of the London 2012 Olympic Games ticket sales application period by launching a nationwide advertising campaign designed to educate and excite the public to apply for tickets to the Games.
The campaign, which starts today and continues until 26 April, is billed around Olympic tickets being ‘the greatest tickets on earth’ and features a number of iconic athletes in Olympic venues and locations.
Building on the success of the ticketing 'Sign Up' campaign, which resulted in over 2.5 million people signing up on the ticketing database, the campaign - the biggest marketing programme since London won the bid - will use heavyweight press and outdoor across the entire UK.
LOCOG has produced 13 different adverts, supporting eight sports, with each ad using athletes aspiring to be at the London Games in the venues that they will compete in if successful.
Amongst the heroic athletes two faces are clearly recognisable as Tom Daley and Beth Tweddle. These two young Britons feature in the Diving and Gymnastics executions respectively and confirm their status as two of the most eagerly anticipated stars due to compete at London 2012.
To complement the press, outdoor and online work, LOCOG has also produced the ‘greatest tickets on earth’ film with the help of the IOC and the BBC. The film, a history of magical moments from the Olympic Games, is designed to capture the magic of the Games and excite people that London is next.
The campaign is a collaboration between LOCOG, McCann Worldgroup, Crystal Digital and CBS Outdoor. McCann Worldgroup, Crystal Digital and CBS Outdoor are all Tier 3 Official Partners of London 2012.
The development of the campaign features many media ‘firsts’, including a special collectors’ edition cover wrap for the Metro newspaper. Specifically, regionally targeted football ads will target the host cities of The Olympic Football Tournament: Cardiff, Coventry, Glasgow, London, Manchester, and Newcastle.
Digital outdoor and online support will help drive traffic to the website encouraging applications until 26 April at www.tickets.london2012.com.
Greg Nugent, Director of Brand and Marketing (LOCOG) said: ‘This is a bold, exciting and innovative campaign. The superstars of world sport are coming to this country, and now the public has the chance to be able to say 'we were there'. The greatest tickets on earth to the greatest show on earth are now on sale, and the campaign is designed to educate, excite and inspire the nation to Be There in 2012.’
Chris Townsend, Director of Commercial (LOCOG) said: ‘The launch of Olympic tickets is an important milestone for us, and a key part of our commercial programme. We need to raise 500million from ticket sales - this is a key revenue stream for the costs of staging and hosting the Games. We have developed a fair ticket pricing model, and are confident the public are as excited about the greatest tickets on earth as we are.’
Nick Sykes, Managing Partner for McCann Worldgroup said: ‘With 500 days to go to the opening ceremony of the Olympic Games this campaign is bringing the excitement and anticipation of what the Games will be like to life. The success of ticketing sales is critical to the success of the Games and this campaign is a major step in helping ensure the best Games ever.’
Gilles Albaredes, Managing Director of Crystal CG International said: ‘Crystal CG International is delighted to have provided a key part of the creative production for the recent London 2012 ticketing campaign through our digital imagery and content. We are proud to be part of such a widespread, national campaign and look forward to seeing the public’s reaction to it.’
Mike Moran, Managing Director of CBS Outdoor said: ’The outdoor campaigns for London 2012 have so far been extremely successful. I am confident that the comprehensive ticket launch media plan on London Underground and national bus and rail will drive an outstanding result for what must surely be the most exciting ticketing campaign since the last Games came to our country’.
Tom Daley said: ‘It’s amazing and a great honour to be part of the London 2012 advertising campaign to promote tickets to the Games. All my family have been waiting for the day when they can hit the button to apply! It will be a once in a lifetime experience for both athletes and spectators.’
For more information, contact: www.london2012.com.
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