Survey boosts 2012 London Olympic bid

London hopes of Olympic success given a timely boost, but bid team fares less well in survey

London’s bid to host the 2012 Olympic Games has been given a boost this week by an exclusive Marketing Week survey, conducted by TNS Phonebus, which shows that 72 per cent of the country supports the London 2012 bid. Crucially, some of the strongest support – 76 per cent – comes from within London.

The country was less sure about the leadership of the bid team, however, with only 54 per cent agreeing that the bid is well run. Londoners were even less supportive, with only 52 per cent backing the bid’s leadership.

The London 2012 team has now submitted its technical bid document to the International Olympic Committee, which includes detailed marketing plans should the city win.

The Government will introduce legislation to outlaw ambush marketing around the games as part of a wider marketing strategy devised should London’s bid be successful.

The bid has established deals with outdoor contractors that will see 99.75 per cent of sites in London guaranteed at a fixed price two per cent below predicted inflation. Similar options are in place with public transport owners.

The document calls for the creation of an Olympic brand identity and a “strong advertising programme”, with tenders for such work expected to be opened shortly after a winning London bid. The document also outlines plans to gather &£390m in sponsorship from 41 partners.

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