July 1, 2010: The London Organizing Committee of the Olympic Games and Paralympic Games said it has signed a deal making CBS Outdoor a Tier Three provider for the 2012 Summer Games. Under the pact, CBS Outdoor becomes the official "outdoor advertising supplier" to London 2012, effective immediately. Financial terms were not disclosed.
CBS Outdoor will supply LOCOG with exclusively outdoor media space to support its major marketing campaigns between now and the 2012 Games, which begin in August of that year. LOCOG said that CBS Outdoor would work in conjunction with McCann Erickson, a division of McCann Group Worldwide, the lead advertising agency for the 2012 Summer Games.
CBS Outdoor’s media space includes national bus and tram networks, the entire London Underground, National Rail and major retail space in London. According to LOCOG, "These spaces will become a major part of LOCOG’s marketing plans and will be used to support future London 2012 campaigns, including the launch of the volunteering program later this year and the launch of ticket sales in spring 2011. All these campaigns will require large-scale public involvement as LOCOG seeks to recruit up to 70,000 volunteers and sell ten million tickets."
LOCOG now has 18 Tier Three suppliers and providers, including Boston Consulting Group, Holiday Inn, McCann Worldgroup, Ticketmaster and Trident.
'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," LOCOG CEO Paul Deighton said in a statement. "The quality and reach of the CBS Outdoor network will help us to communicate to the whole country what London 2012 is doing and how people can get involved."
Deighton strressed that 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.'
According to CBS Outdoor UK managing director Mike Moran, "This is extremely exciting news for us and we are very proud that LOCOG has entrusted CBS Outdoor with the important responsibility of helping them promote all aspects of the London 2012 Olympic Games and Paralympic Games. Our partnership with London 2012 uses all our different site types on both our traditional and digital advertising estates and will enable us to showcase the value of our media to current and prospective clients."
LOCOG Tier One Partners: adidas, BMW, BP, British Airways, BT, EDF and Lloyds TSB.
LOCOG Tier Two Supporters: Adecco, ArcelorMittal, Cadbury, Cisco, Deloitte, Thomas Cook and UPS.
LOCOG Tier Three Suppliers and Providers: Airwave, Atkins, Boston Consulting Group, CBS Outdoor, Crystal CG, Eurostar, Freshfields Bruckhaus Deringer LLP, GSK, Gymnova, Holiday Inn, John Lewis, McCann Worldgroup, Mondo, Next, The Nielsen Company, Populous, Ticketmaster and Trident.