London Olympics 2012

Once a week I will look at aspects of the London 2012 Summer Olympics. Check back often to read my new insights surrounding the world’s most sustainable games.

Week One:

Post Game Procedure

“Empty Shells” is how the New York Times described Beijing’s once booming Olympic stadiums in a February 2010 article. It seems that the Olympics have left many previous host cities cleaning up the mess or at least trying to salvage what they can after the world is done with the infamous Olympic games. As these once iconic arenas are now struggling to stay alive London has taken on the biggest challenge yet, to promise the city that they will not follow in the feeble footsteps of its predecessors. The Olympic Park Legacy Company (OPLC) is described by the Guardian as the people in charge of making sure the “Olympic Park pays off” for years after the games and it seem they have their hands full. In an article written in March of 2011, it was revealed that the park will take some time to open its doors after the games are complete including tasks removing seating from the aquatics centre and transforming the main stadium. This shows a very important idea surrounding the London Olympic Games, that tremendous thought has gone into making sure the stadiums do indeed have a purpose after the games. For example the West Ham United plans to call the Olympic Stadium its home, the Orbit will attract millions of visitors as an added attraction to London’s already booming tourist spots, and the Athletes Village will provide 2,800 new and affordable homes.

The OPLC has high hopes to regenerate the decrepit town of Stratford but as for any project, there is the possibility of failure. While many of these new additions will hopefully provide the revenue and regeneration that they are intended to, the question rises as to who will be able to live and use the facilities around the Olympic Park after the games. Since as the area surrounding these new buildings is lower class Londoners who were forced from the area to make room, will they ever be able to return to a place they once called home? The Guardian stated in a March 2011 article, “The government is introducing a new “affordable rent” model, which many feel will generate homes for rent that people on low incomes will find far from affordable”. It seems that with the advancements in technology being made to make these games sustainable and the addition of Westfield Stratford Mall a lot of money was dumped into the area and in turn to make a profit the idea of “affordable rent” is slowing being thrown down the drain.

The countdown to the games continues & only time will tell if the OPLC’s plans will be successful at both cleaning up the area & welcoming back its former residents with open arms.

Panoramic View of Olympic Park: July 10th 2012

Week Two:

Wenlock & Mandeville Promote The Games

So by now you’ve probably seen the quirky duo of the Olympic and Paralympic mascots helping promote the London 2012 Summer Olympics, but you may not know just how “in tune with the times” they really are said the mayor of London, Boris Johnson. After much deliberation the Olympic mascots Wenlock and Manderville were born to create symbolism and excitement regarding the 2012 Summer Olympics. Both mascots are named after places of historical significance. Wenlock was named after the Shropshire town of Much Wenlock because the original Wenlock Games were the inspiration for the modern Olympic movement. Mandeville got his name from Stoke Mandeville in Buckinghamshire where the Stoke Mandeville Hospital is. There Dr. Ludwig Guttmann set up the Stoke Mandeville Games where soldiers would compete. These games were the precursor for the modern day Paralympics.

This tag team is full of visible symbolism as well. Wenlock has a head shape representing the three medals won in each Olympic event combined with a center “taxi light” showing the ever popular black taxis of London. As for his bracelets, Wenlock displays 5 friendship bands for the five colors of the Olympic rings. Mandeville’s head is shaped with a helmet painted in the three Paralympic colors with his taxi inspired light on the front. As for his jewelry he has a personal best timer to help keep track of performance. There is one sleek design that both mascots have, their one eye that is supposed to mirror a camera letting the team record all of the amazing events.

After much controversy over the Olympic logo, these wacky mascots have gotten some of the same backlash however, I feel that not enough people know the symbolic story presented. I must admit I was confused at first about the odd creatures but after delving deeper into why they are so cooky I was much more receptive to the pair. As for the design it is intriguing to young children which is exactly why they were designed the way they were by Iris an advertising agency in London. For this reason I think they have been successful so far in at least creating excitement. The duo keeps popping up all around London as part of an Olympic mascot masquerade, the ‘discovery’ trail where each mascot represents a different element of the capital’s culture. From my experiences with these fun statues I often see them drawing attention by youngsters eager to learn more as well as tourists eager for a picture therefor carrying out their Olympic duties. In addition to the creative scene of the 2 meter tall statues each base includes more information about the design of that particular statue as well as a QR code. I think this is great for expanding London’s culture but I feel each statue should also be equipped with the symbolism guide to show visitors the deeper meaning which in turn I believe would help sooth some of that nasty backlash.

London 2012 Mascots Film: “Out of a Rainbow”

Week Three:

Olympic Advertising: Rules & Regulations

Without the help of the Olympic sponsors the games would be nonexistent however, there are many rules and regulations for local businesses who want to show their support of the summer games. The rules set in place by the London Organizing Committee of the Olympic and Paralympic Games (LOCOG) help “prevent ambush marketing by non-sponsor corporations near the game venue” which is posted on the official London 2012 website. These rules help insure that the sponsor’s are getting what they paid for in terms of their investment to the games.

Around the city there have been designated “Event Zones” which are the Olympic routes being used during the games that are separate from the Olympic Park in Stratford. The areas affected by the games will be Millennium Stadium in Cardiff and Hampden Park in Glasgow, as well as Weymouth, Portland, Lea Valley Park, Greenwich Park, and Horse Guards Parade. Around these areas only sponsors will have access to promote their businesses. The LOCOG also stated that during the times that these venues are being used the regulations will be strictly enforced.

What this all means for all other businesses is that billboards, advertising, posters, flyers, giveaways, projected advertising, moving and aerial advertising will all be restricted. If an advertiser or owner of the land in these dedicated areas wants to do any of the previously stated advertising they must get special authorization. As for the standard businesses signs and advertising in the store the business will not be directly affected by the new regulations.

I agree with the regulations put in place by the LOCOG because it is not cheap to sponsor an event such as the Olympics so those business that can afford it should have priority over all the venues surrounding the games. I think its very interesting though that such extreme measures are being taken to remove or have documented applications for those businesses who already have advertising in the area. It seems like it may be a hassle for the smaller businesses who are being imposed upon by these regulations to fill out the forms and make sure they are within the guidelines of the games, but it also seems it is a small price to pay for the potential business the games will bring in for them.

Coca-Cola Advertising at Stratford Mall

Three Examples of Olympic Worldwide Partners at Stratford Mall

Sources: Advertising & Trading Regulations | Olympic Partners

Week Four:

Olympic Marketing

The London 2012 Olympic has evoked patriotism across the world as billions tune in to watch the games. What is even more amazing is how much money the games are said to generate. Written in an August 6th article in The Independent, London officials are expressing their hopes to see a boost in London’s economy due to a “surge in confidence in Britain at home and abroad, boosting tourism, trade and investment”. The goals of the games written in the official fact file are intended to be long term “ensuring the independent financial stability of the olympic movement, creating and maintaining long-term marketing programs, and generating revenue to be distributed throughout the entire Olympic Movement”. These efforts directly relate to the marketing of official Olympic gear that can be seen in multiple stores across the city as well as the huge official store in Hyde Park. With hopeful tourists from all over the world its no wonder everyone wants a little piece of the Olympic games to take home with them. Luckily the official store caters to people of all types and interests.

The London 2012 Shop at Hyde Park is an amazing 12,000 ft that sells everything you can possibly think of. When I entered the store it was shocking to see just how much merchandise branded with London 2012 was available and further more how many customers were shopping! Rows upon rows of everything from stuffed animals to rubber duckies stocked the shelves paired with knowledgable Olympic staff catering to tourists from all parts of the world. The gigantic store prides itself on selling exclusive Olympic Venue Collection product designs, limited edition pin badges, and even one-of-a-kind memorabilia including autographed Olympic Torches and photos all of which the profits will go directly back to financing the games and creating more revenue. To my surprise I learned that the store which opened July 1st will continue to stay open all the way until September 16th opening at 10am everyday.

Selling Olympic merchandise however has its share of legal bounds tied to it. Any company that wished align themselves or their products with the game and use the Protected Games’ Marks had to acquire official merchandise licenses. Along with the protected marketing symbols of the games come with protected words and mottos as well. The London Olympics Association Right (LOAR) prevents companies from creating an association with their products and the Olympic games as well as using the words Olympic, Olympian, Olympiad, Paralympic, Paralympian, or Paralympiad without permission as well as the mottos of the IOC, “Faster, Higher, Stronger” and the IPC, “Spirit in Motion”.

As the games continue, more merchandise is being sold every minute but it is interesting to learn about all the legal steps it takes to create Olympic merchandise. I also believe that aiming at a younger audience this year will help generate increased sales for Olympic memorabilia because most young people tend to buy official products. With the London 2012 games being so successfully branded I believe it will continue to generate revenue using two key concepts, making brands want to be apart of the games and making consumers want a keepsake to remember them by.