Olympic outdoor trading to kick-off in April

Olympic sponsors will be able to pick from up to 3,000 exclusive outdoor sites to advertise near Olympic venues.

London 2012 Olympic mascots Wenlock and Mandeville
London 2012 Olympic mascots Wenlock and Mandeville

Between 2,000 and 3,000 lots will be offered for sale by about 35 outdoor advertising companies from 1 April 2011 until 30 June 2011.

The London Organising Committee of the Olympic and Paralympic Games (Locog) is looking for a supplier to develop and operate a trading system for buying and selling the outdoor advertising.

Olympic sponsors such as BT, EDF, McDonald’s and Coca-Cola are likely to use outdoor in the run up to the Games to activate their partnerships.

The outdoor industry is hoping that the 2012 Games in London will provide a boost to the channel because of the visibility of outdoor advertising.

Separately, Locog has today (27 July) launched a campaign to celebrate two years to go to the start of the Games.

Sponsors have marked the occasion by launching “Two years to go” activity.

Panasonic will be placing a giant screen in Trafalgar Square, London, while the flagship John Lewis store on Oxford Street will feature a window display with London 2012 merchandise.

Lloyds TSB is also running press ads today (27 July) using the strapline “on your marks, get set, two years to go” to push its business banking service.

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