Thursday June 24, 2004
London 2012 today unveiled its colourful and bright street dressing designed to ignite support for the country's bid to bring the Olympic Games and Paralympic Games to the UK.
Draped in the London 2012 flags, athletes Tony Cesay (boxing), Sally Conway (Judo) and Kamran Panjavi (weightlifting) joined London 2012 bid Chairman and Olympic champion Sebastian Coe to launch London's new Olympic look on the steps of ExCeL London , one of the world class venues that will play host to the Games in 2012 along with Wimbledon, Lord's, The Dome and the new Wembley.The flags display London 2012's new Candidate City logo featuring the Olympic rings and the words "Back The Bid".
They form part of a planned rollout of street dressing, advertising and promotions designed to raise the visibility of the bid during country's amazing summer of sport and into the New Year, culminating at the time of the evaluation commission visit next spring and the vote in Singapore next July.
A special flag, displaying the words Host Venue, was raised by London bid Vice Chairman, Barbara Cassani together with Mayor of Newham and London 2012 Board Member, Sir Robin Wales to symbolise ExCeL London's role as a key venue in London's plans to host the Olympic Games and Paralympic Games.
"The flags remind us of the great sporting and economic opportunities that hosting the Olympic Games and Paralympic Games will bring to communities across the UK," said Sebastian Coe.
"Over the next 14 months I want the whole of the UK to show its support for the Olympic Bid. I want to see our flags and the London 2012 ribbon all over the city and county to demonstrate to the IOC that we are serious about winning the bid. Our aim is to create a growing and lasting image of London as an Olympic city that gets people excited about backing the bid.Vice Chairman Barbara Cassani said: "ExCeL London is one of our 'super' venues. It will host a total of 5 sports - boxing, judo, taekwondo, weightlifting and wrestling. ExCeL London brings together many elements of our blueprint. It is an existing venue, it is just 11 minutes drive from the Athletes village, it is a world class venue, is well served by transport and a short distance from the proposed Olympic Park site.
ExCeL London Chief Executive Jamie Buchan said: "We are delighted to be the first venue to showcase the London 2012 Look of London street dressing. It is one of many ways we are getting involved in supporting London's bid and encouraging others to do the same. London is fantastic city and offers a world class stage to host the Olympic Games in 2012."
Sir Robin Wales said that ExCeL London is the first of a roll out programme that will see street banners, flags and other dressing all across the borough from City Airport, through the Lower Lea Valley and at stations.
"I am passionate about bringing the 2012 Olympic Games and Paralympic Games to London" said Sir Robin. "As host borough for a large part of the Olympic Park site, we see it as our role to set the example to other boroughs around the country".
Coe urged the public to get behind the bid by helping to dress their local communities with the new Olympic look.
"We need local authorities, businesses, retailers, property and construction sites and the public right across London and the UK to help us make this the most vibrant and colourful bid in the 2012 race".
Other material available in London 2012's street and brand dressing range include street banners, flags, perimeter signage, fence fabric, and building wraps for use around the country.
In addition to the brand dressing material the campaign will include:- An outdoor poster advertising campaign on over 1,000 sites featuring the Leap For London theme with images of athletes jumping over iconic London venues
- Thousands of posters, postcards, pin badges and car stickers at major and minor sporting and entertainment events around the country
- London 2012's first merchandise outlet will be at the finals of the BAA/London 2012 Youth Games at Crystal Palace on 10 July.
London 2012 is actively seeking retail partners up and down the country to stock and sell London 2012 merchandise.
London 2012's publicity campaign began in the spring with the Leap for London advertisements and leaflets distributed throughout London underground stations and it will increase over the next weeks and months in the run-up to the IOC's final decision in July 2005.
For further information contact the London 2012 Press Office on 020 7093 5100 or Fran Edwards on 07786 437249 or Gemma Parkhouse at ExCeL London on 020 7069 4739 or email GemmaParkhouse@excel-london.co.uk