C&IT Rewind: Six of the best brand events at the London 2012 Olympics

With the Olympics in full swing over in Rio de Janeiro, C&IT looks back at events and incentives that Coca-Cola, Visa, BT and more held during the London games in 2012.

New Balance

The sportswear brand took inspiration from a rich athletic heritage for its Olympics 2012 New Balance Experience Centre at London's Millbank Tower.

The company sponsored 37 athletes from 15 countries and also launched the British Miler campaign in the run up to the Olympics. Planning for New Balance Olympic Hospitality Experience for retailers started three years prior to the event, and the agency, Definitive Events, viewed 40 venues before deciding on Millbank Tower for The New Balance Experience Centre, and the Hilton hotel next door for guests travelling from overseas.

Around 500 people from 30 countries around the world including day guests and 'plus ones' were invited to take part in the programme. UK delegates were mostly invited as day guests, while groups from Europe and further afield came for threeto five-night programmes depending on their destination.

In addition to B2B customers, executives from across New Balance were invited and a competition was run at the Flimby factory, with winning staff invited down to enjoy the hospitality.

When groups arrived at the New Balance Experience Centre, each person was given a welcome pack and pair of New Balance trainers, along with their Olympic tickets - tickets were pre-allocated based on information given by delegates on their event preferences.

The New Balance Experience Centre was open from 9am to midnight every day and guests could come and go as they pleased, have a meal or drink and enjoy the views over London, with screens showing Olympics coverage throughout the day and into the evening.

BT

BT appointed Pumphouse to develop a series of events showcasing its involvement in the London 2012 Olympic and Paralympic Games.

The events – held on alternate days throughout the Olympics – each hosted 70 delegates at the iconic BT Tower, in London's Fitzrovia. The company worked with Pumphouse to develop a presentation, showing its involvement in the London 2012 Olympic Games to its VIP guests, and produce the events.


Case study: O2's Olympic conference 

London 2012: Olympic Games venues four years on 


Visa

Visa hired the Hilton London Metropole for its event activity during the 2012 Olympic Games. The financial services company, which was one of the sponsors of the Olympics, 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.

Coca-Cola

Coca-Cola ran several hospitality programmes at the London 2012 Olympic Games. They ran 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.

Lloyd's

Lloyds welcomed the arrival of the Olympic Torch into Birmingham with an event at Fazeley Studios in July 2012. Around 100 delegates attended the event to honour the arrival of the Olympic Torch in Birmingham. Lloyds guests enjoyed a drinks reception at Fazeley Studios’ Grand Gallery, a restored 1880's Unitarian chapel, which served as a backdrop for photo opportunities with the Olympic Flame. 

P&G

P&G saw its London 2012 Olympic Games sponsorship as an opportunity to motivate staff. 

P&G's main activity around the Olympics was its high-profile 'proud sponsor of mums' campaign, which culminated in the company transforming London's Vinopolis into a "home away from home" for Olympic athletes' families during the 2012 Games. But P&G also saw its Olympics sponsorship as an opportunity to motivate staff. The company had a unique opportunity to bring the Olympic Torch Relay to one of its UK sites and decided to tie it in with its company conference to create a rewarding experience for staff.

Following a morning conference on 10 July 2012, employees from around the UK got to watch Olympic Torch arrive at the company's Egham office before being carried by four P&G representatives.

More:

Tracy Halliwell: The London 2012 Olympic Games legacy

C&IT TV: ArcelorMittal Orbit launches abseil experience

Queen Elizabeth Olympic Park opens more event spaces

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