TfL delivers £8m media lifeline to London 2012

London mayor Ken Livingstone has more than doubled London 2012's advertising war-chest by revealing that Transport for London (TfL) will donate £8.4m of media space to the Olympic bid over the next three months.

More than 50,000 outdoor sites on the London Underground and bus network will be allocated to the 'Back the bid' campaign, and a fleet of 40 double-decker buses will carry the bid's livery from the end of this month.

The campaign will be in full force when Olympic and Paralympic medallists parade through the streets of London on 18 October.

'This is the largest public awareness campaign TfL has ever run,' said Livingstone. 'The sheer scale of what TfL is delivering shows the importance that London places on succeeding in this bid.'

A successful bid would help TfL secure the billions of pounds it needs to update the city's transport system.

The news is a major boost for London 2012, which has so far relied on low-key activity funded by corporate sponsors and TV space supplied by the BBC and COI (Marketing, 15 September).

International Olympic Committee delegates will visit the UK early next year to gauge support for the bid.


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