Viacom Pushes London Olympic Bid With Bus Campaign
Viacom Outdoor has launched a major bus advertising campaign to promote Transport For London and the Mayor’s commitment to bringing the Olympic Games to the capital in 2012.
The ‘Back the bid’ campaign will see a fleet of 40 branded buses appear in London from the end of this month as part of a wide-ranging public awareness initiative designed to encourage support for the Olympic bid in the run up to IOC’s final decision next year.
By the end of September posters and leaflets will be on display at nearly 35,000 sites on buses, at bus shelters, on Tubes and at Underground stations around the capital. Half a million leaflets outlining the case for bringing the Games to London will also be distributed at transport related locations.
Commenting on the initiative, Mayor of London, Ken Livingstone, said: “These buses visibly demonstrate London’s commitment to host the Olympic Games in 2012 and will ensure that everyone who lives in or visits the capital knows that London is a serious contender.”
Transport For London is planning to invest an extra £3 billion in the beleaguered transport network over the next five years in a high-profile attempt to make London ‘more than adequate’ to stage a successful Olympics over the four weeks of 2012.
The Government’s Transport Minister Tony McNulty said: “I am delighted that London’s transport network is playing such a crucial role in generating excitement and support for our bid. The transport system is one of the huge strengths of our bid with the Olympic Park being served by 10 railway lines and 15 bus routes.”
September is proving a successful month for Viacom Outdoor, which recently succeeded doubled its national rail advertising business by snatching the £9 million First Rail contract from rival Maiden Outdoor. The lucrative five-year contract represents a major coup for the company, giving it the exclusive rights to sell all outdoor poster formats on all stations owned and operated by First Group Trains in the UK (see Viacom Doubles Rail Business With First Group Win).
Viacom Outdoor: 020 7478 5240 www.viacom-outdoor.co.uk
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