LOCOG hands 2012 outdoor contract to CBS

CBS Outdoor is to handle the traditional and digital outdoor media account for the London 2012 Olympic Games.

The outdoor media company will take responsibility for advertising space including national bus and tram networks, the London Underground, National Rail and major retail space in London.

LOCOG says the “quality and reach” of CBS Outdoor’s network will help the organisation communicate London 2012 to the whole country, not just London.

It adds that the media sites will be a “major part” of its marketing plans to support future campaigns from now until the Olympics in 2012.

Upcoming campaigns include the launch of LOCOG’s volunteering programme later this year to help attract 70,000 volunteers and the launch of ticket sales in spring 2011.

LOCOG CEO Paul Deighton, says: “With just over two years to go, we are reaching out to people all over the country and building our fan base for 2012 including the recruitment of thousands of volunteers and educating people about tickets going on sale in 2011. 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.”

Locog recently appointed McCann Erickson to handle the marketing for London 2012. The ad agency has signed up as a sponsor of the Games and will be paid in “value in kind” worth £10 million.

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