Brand experience runs for 2012 gold

Your article on the 2012 Olympics omitted to mention the marketing medium that will predominate throughout the games (MW July 14).

Brand experience marketing is becoming a mainstream medium as brand owners increasingly recognise its ability to cut through the communications clutter and change consumer behaviour. In seven years’ time, it will be an integral part of the marketing mix, which will lead to the 2012 Olympics being the catalyst for the largest volume of brand experience marketing ever seen.

One of the reasons for this is that only global sponsors will have rights to television advertising. The rest will be confined to promotions and live events. But it will not only be the official Olympic sites that will be locations for brand experience activity. Travel routes and hubs, plus inner London will also be locations for targeting consumers.

The Government may try to ban guerilla marketing based on Olympic association, but it is doubtful that it will be able to legislate against activity targeting consumers simply because there are high traffic volumes.

David Foster

Managing director

Raisley

London SE1

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