Lloyds, the banking partner of London 2012, has worked in parallel with Locog to promote the launch of the six week Olympic ticket sale period. It’s largely UK based campaign saw branded ‘Greatest Show On Earth’ executions carry Lloyds’ logo and ‘Proud Partner’ tagline across a multitude of media platforms including outdoor, press, advetorial, online, email and experiential events.
The work aims to drive ticket sales, or at least entries in to the ticket ballot during a 42-day April/May 2010 window, via the London 2012 ticketing website or through paper applications available from branches of Lloyds.
Lloyds is also running its own-branded ticket give-away programme during the ticket sale period. The initiative sees the bank offer 500 pairs of 2012 tickets over 100 days – running from the 500 day countown to the ticket baallot result announcement in June. This is the first customer ticket promotion undertaken by a Games partner.
The scheme is part of the Lloyds’ wider ‘Trackside’ programme which, in addition to the ticket element, also includes the chance to take part in the Olympic Torch Relay and to win experiences alongside competing athletes.
Other Lloyds Olympic sponsor based initiatives include its support for Olympic hopefuls through its ‘Local Heroes’ programme in National School Sport Week.
Comment:
It is interesting that Lloyds has such a prominent role in the 2012 ticket sales programme (over and above the part that Payments Partner Visa is playing), perhaps it reflects Lloyds’ early commitment and partnership with Locog: after all, it was the first National Partner to sign up and has now become the first to offer tickets.
http://www.lloydstsblondon2012.co.uk/en/Going-to-the-Games
Leave a comment
You must be logged in to post a comment.