CRM and door drops form part of latest 2012 Olympics brief

by Noelle McElhatton, marketingdirectmag.co.uk 27-Nov-09, 12:26

LONDON - The organisers of the London 2012 Olympics are seeking agencies across different disciplines, including CRM and door-to-door, to communicate transport changes around the Games.

The Olympic Delivery Authority, the publicly-funded body responsible for building the infrastructure for the Games, is looking for several agencies to create campaigns informing Londoners about transport developments or upheaval.

The ODA has so far created more than 1,000 building-related contracts totalling £5bn, nearly all of which are going to UK firms.

The transport marketing brief covers TV and online advertising, media buying, door-drops and posters, CRM and PR.

Door-drops will be distributed in the most affected areas, posters will be placed at Tube stations, while TV ads and online updates will keep the public informed of any day-to-day changes.

Agencies will have to convey information on travel to and from the Olympic sites, including the Olympic Village in Stratford and any transport disruptions or road closures caused by the Games.

Also included in the brief is promotion of the Olympic Javelin - a 12-carriage train that can travel from the Olympic Park to King's Cross in just seven minutes.

The 2012 Olympics is already promising to be a marketing bonanza. Licensing deals have been struck with the Royal Mint for London Olympics coins, Hornby for model London buses, Royal Mail for stamps and Adidas for sportswear and T-shirts. An online shop will open next year.

The ODA has 7,500 people working on the Olympics site to complete building by mid-2011.