Marketing communications: London 2012

Celebrating a winning Olympic Bid through brand communications

The brief

Flags in Trafalgar Square, podium backdrops and underground posters all carried the Thankyou messaging that celebrated the winning of the London 2012 Olympic Bid. This uniquely exciting assignment that reflected the public's passion for the games followed our work on the 2012's nations and regions campaign.

As part of our relationship with the London 2012 Olympic Bid team that saw us create a campaign to engage the regions in the bid, we were asked to deliver a message of thanks to all those involved in the bid process from team members to the general public.

The solution

On July 6 2005 the International Olympic Committee met in Singapore to decide on who would host the Olympic and Paralympics Games in 2012. Win or lose, the London Bid had been remarkable and the support of the whole of the UK was a key factor which the Bid team wanted to acknowledge.

Our Thank you London Thank you UK campaign branding highlighted the achievement that had been made. The campaign built on the concepts created for the bid logo and was specially designed to incorporate the bid colours into a style which spoke to the audience.

The campaign brand was made available throughout the UK through RDAs and chambers of commerce to local businesses and schools and was presented with guidelines so that it could be customised by location; ideas for its use were also included for example: on banners, posters, t-shirts and flags.

Thankyou London Thankyou UK featured at the bid party held in Trafalgar Square and at the Singapore event. The Team is delighted that the bid was successful and looks forward to London's Olympic and Paralympic Games with anticipation.