Brand managers are passing up the opportunity to promote their
clients’ brands to the 2.5 million revellers expected in the centre of
London on New Year’s Eve, not to mention a global TV audience of many
more millions .
Eastside Consulting has failed to attract any sponsors to its ambient
sites which are valued at around pounds 1 million and grouped under the
name Big Time.
The sites are now to be auctioned in a desperate attempt to find funding
to pay for some of the proposed entertainments, which may be cancelled
if no money is secured by 19 November.
For around pounds 250,000, sponsors can brand the Trafalgar Square ice
rink.
Other sponsorship opportunities include two 80-foot champagne bottles
and a medieval carnival at Borough Market.
The project is likely to fail despite a pounds 3 million government
contribution and the involvement of the new minister for London, Keith
Hill.
Eastside’s director of sponsorship, Sharon Horlor, said: ’We had very
little time to sell the package and most advertisers have already
committed their budgets.’
