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SBD/July 27, 2011/Marketing and Sponsorship
One Year From London: LOCOG Close To Fulfilling Its Sponsorship Target
Published July 27, 2011
NAME RECOGNITION: MARKETING magazine’s John Reynolds cited OnePoll research that showed that Lloyds is the “top-tier Olympic sponsor most associated" with the London Games, while Olympic campaigns by telecommunications provider BT, British Airways and BP "are failing to resonate with customers.” With one year to go until the Games, members of the British public were asked “which sponsors they most associate with London 2012" and were given a list of sponsors from which to choose. Lloyds “garnered 17.5% of the Tier One sponsors' vote, ahead of EDF Energy with 16.4%.” However, respondents “were dismissive of other top-tier sponsors, such as BMW, which accrued just 1.5% of the vote, BP (5%), BA (5.6%) and BT (3.9%)” (MARKETINGMAGAZINE.co.uk, 7/26). Meanwhile, British Airways was scheduled to fly an Airbus A318 “over the Olympic Park today at 1pm to mark the countdown.” The plane has “the ‘one year to go’ slogan inscribed on its belly” (BRANDREPUBLIC.com, 7/27).
PROTECTING THE BRAND: MARKETING WEEK’s Branwell Johnson noted LOCOG officials “policed an easyJet event” featuring British Gold Medal-winning hurdler Sally Gunnell “to prevent any ambush marketing and abuse of the Olympic brand and associated imagery.” EasyJet “set up a photo shoot with Gunnell earlier this week to support the announcement of flights from London Southend airport next April.” An easyJet spokesperson said that the company and LOCOG “discussed various activities planned by the budget airline featuring Gunnell ahead of the event and some were changed” (MARKETINGWEEK.co.uk, 7/26).
PUTTING A STAMP ON IT: Britain’s Royal Mail last Friday released a set of 10 stamps “marking the one-year countdown” to the London Games. The stamps are titled “Get Ready for 2012” and will go on sale today. The stamps “feature depictions of classic Olympic sports such as field athletics and gymnastics as well as more recent additions to the Olympic and Paralympic Games, including triathlon, handball and wheelchair rugby” (AFP, 7/26).