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SBD Global/September 11, 2012/Olympics
Ads Of LOCOG Sponsors BT And BA Show Appreciation For Olympic And Paralympic Athletes
Published September 11, 2012
A timely and succinct press ad from LOCOG sponsor BT "appeared to capture public sentiment" Monday, declaring "London, take a bow," according to Arif Durrani of CAMPAIGN LIVE. The copy in the double page Metro ad celebrates the successes of Team GB’s Paralympic and Olympic athletes, tallying "63 gold, 60 silver and 62 bronze from 2 extraordinary teams." BT’s ad is the latest execution by an official sponsor of the London Games to use the press, which as a media "has enjoyed late spend throughout the Games thanks to its quick production turnaround times and positioning around the latest Games news." BT's media business is handled by WPP's Maxus and creative work by Abbott Mead Vickers BBDO (CAMPAIGNLIVE.co.uk, 9/10). MARKETING MAGAZINE's Sarah Shearman reported that "British Airways is to lead a fly-past with the Red Arrows over London" Monday during the Olympics Greatest Team Parade to mark the end of the Games. The airline, which is the official airline partner of the London Olympics and Paralympic Games, has arranged for a flame-colored A319 aircraft to be decorated with a "thank you" message spanning 13m on its underbelly (MARKETINGMAGAZINE.co.uk, 9/10).