2012 Olympics to create £40 million live brand experience

Date: 21/06/2010

The London Organising Committee of the Olympic Games is set to spend £40 million on four live brand experiences during the 2012 Olympics and Paralympic Games.

It has created a stand-alone company, London 2012 Ceremonies Limited, to organise the four events.

A number of high-profile executive producers have been signed up to oversee the major live brand experiences including Billy Elliot director Stephen Daldry and Oscar-winning film maker Danny Boyle.

According to the BBC, the London Olympics and Paralympics opening and closing ceremonies will not be like Beijing's, because the budgets involved are much smaller.

"That doesn't mean, though, that the creative ambition should be any less," the news provider stated.

Adding: "As these new appointees settle into their hot seats, the key thing is surely to let them get on with it and not weigh them down too much."

Speaking to the Sunday Telegraph, Boyle claimed that his vision for the launch event is both epic and intimate. ADNFCR-2060-ID-19848960-ADNFCR

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2012 Olympics to create £40 million live brand experience

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