LOCOG appoints CBS Outdoor ahead of marketing push

CBS Outdoor has become the official outdoor advertising supplier to the London 2012 Olympic Games ahead of a major marketing drive.

LOCOG: CBS Outdoor becomes tier-three sponsor
LOCOG: CBS Outdoor becomes tier-three sponsor

The deal with The London Organising Committee of the Olympic Games and Paralympic Games (LOCOG) sees CBS Outdoor become a tier-three sponsor. CBS will be responsible for supplying outdoor media space to support marketing campaigns over the next two years.

CBS Outdoor’s media space includes national bus and tram networks, the entire London Underground, National Rail, and major retail space in London.

The media space will become a major part of LOCOG’s marketing plans and will be used to support future London 2012 campaigns.

These will include the launch of the volunteering programme later this year and the launch of ticket sales in spring 2011. LOCOG aims to recruit up to 70,000 volunteers and sell 10 million tickets.

Paul Deighton, LOCOG chief executive, said: "This is a significant deal for us because it marks a shift in gear in our marketing plans, which will help us reach millions of people over the next couple of years."

In April last year, LOGOC appointed McCann Erickson to handle advertising for the Olympic Games, following a final shoot-out against WPP Group. The pitch was handled by the AAR.

As well as the responsibility for all ads, promotion, PR and digital communications in the run-up to 2012, the agency will offer around £10m of services-in-kind, a factor that had put many networks off pitching for the business.

LOCOG has seven domestic tier-one partners – adidas, BMW, BP, British Airways, BT, EDF and Lloyds TSB.

There are seven domestic tier-two supporters – Adecco, ArcelorMittal, Cadbury, Cisco, Deloitte, Thomas Cook and UPS.

There are eighteen domestic tier-three suppliers and providers – Airwave, Atkins, Boston Consulting Group, CBS Outdoor, Crystal CG, Eurostar, Freshfields Bruckhaus Deringer LLP, GSK, Gymnova, Holiday Inn, John Lewis, McCann Worldgroup, Mondo, Next, The Nielsen Company, Populous, Ticketmaster and Trident.