Outdoor asked to guarantee 2012 Olympic sponsor sites

Outdoor media owners will be asked to guarantee advertising space around London for use by the official Olympic sponsors if the city wins the 2012 Olympic bid.

The London Olympic 2012 bid team must guarantee the International Olympic Committee that all outdoor sites near venues will be available at a set price in 2012. This will include advertising on public transport, such as the London Underground.

The demand involves thousands of sites and requires a considerable commitment from poster companies, including Van Wagner, Clear Channel, Maiden Outdoor and JC Decaux.

London Olympic 2012 marketing director David Magliano says he is meeting companies now to win their support. “We have to persuade them it will be good for them to provide their real estate because it will bring business to London and help their clients.”

The bid team is also trying to book 20,000 hotel rooms for Olympic personnel in 2012 at a pre-set rate. Magliano adds: “We have to guarantee 20,000 hotel rooms now for a date in 11 years.”

Magliano is talking to various commercial organisations about supporting the bid, although he will not be able to announce any official supporters until next March.

Last month, London Olympic 2012 appointed M&C Saatchi and The Ingram Partnership to handle its &£20m advertising and media account.

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