C&IT Olympics brand activity round-up: P&G, Visa, BT, Coca-Cola

With just one day to go till the greatest event on earth kicks off in London, C&IT rounds up what activity some of the big brands are hosting in and around London in terms of events and experiences…

P&G is running the P&G Family Home for the families of Olympic athletes at London's Vinopolis throughout the duration of the Olympics. The FMCG brand and top tier sponsor said that the P&G Family Home, part of its "Thank You Mum" campaign, is designed to provide mums and families of more than 10,000 Olympians around the world a "home away from home" at the Olympic Games.

Olympics sponsor EDF Energy is creating a temporary structure for its Games-time activity.

Ignite is handling EDF's multichannel marketing and experiential activity during the Olympics, including a campaign ‘Energy of the Nation’ which measures Twitter statistics to guage the nation's 'mood'. The agency will also create Mission Control, a temporary structure that will be erected at the EDF Energy London Eye, allowing delegates and the public to participate in digital and social media activities.  

Visa has hired the Hilton London Metropole for its event activity during the 2012 Olympic Games. The financial services giant, which is one of the sponsors of the Olympics, has hired the majority of the four-star hotel's event spaces, with first option to book events and meetings throughout the Games for up to 3,000 delegates.

Olympic sonsor Cadbury is to erect a purple inflatable structure in Hyde Park as its base for the Olympic Games. Part of the BT London Live experience, Cadbury House will comprise of three bespoke inflatable domes each housing a different Cadbury experience, as well as a garden, hospitality area and bandstand.

The Coca-Cola Company is using RT Marketing to manage its hospitality at the London 2012 Olympic Games. RT is runningn hospitality across three venues in London including The Langham Hotel London and Coca-Cola’s official hospitality facility at the Olympic Hospitality Centre in the Olympic Park.

Sports brand Bosco, which sponsors the Russian Olympic and Paralympic teams, has hired 10-11 Carlton House Terrace for its Games-time events. The venue will be used exclusively from 26 July- 13 August and from 6th-9 September. Bosco House will host guests including Ukrainian and Spanish royalty, Russian dignitaries and diplomats, athletes and celebrities.

Financial services firm Deloitte has built a dedicated venue in Westfield Stratford that will serve as its official base for the duration of the Games. Deloitte House will have capacity for 180 delegates and a private viewing deck overlooking the Olympic Park. Sportsworld will be the partner company for running hospitality at the venue as well as staff trips to Games events.

Sportswear brand New Balance has hired Altitude 360 for the whole of the London 2012 Olympics with Definitive Events as its agency. Definitive Events has a long standing relationship with New Balance and managed its event programmes at Beijing 2008 and the Athens 2004 Olympic Games.

Olympic partner Cisco has created Cisco House overlooking The Olympic Stadium. Open for five months from April 2012, Cisco House is a dedicated showcase with a dynamic connected environment, aimed at illustrating transformational opportunities for countries, cities and businesses.

London mayor Boris Johnson revealed that brands including LG, Time Warner, Paramount Pictures and Microsoft will occupy City Hall during the Olympic Games. Johnson announced that, as part of the capital's Olympic drive, more than 100 global business leaders will take part in his ‘London House’ initiative.