The London Legacy Development Corporation (‘LLDC’) seeks to appoint a commercial media advertising agency to sell internal advertising spaces within specific venues on Queen Elizabeth Olympic Park. 

Background and Vision 

Following the success of the London 2012 Olympic and Paralympic Games and the completion of the transformation works programme, the LLDC is seeking to establish Queen Elizabeth Olympic Park as a brand destination, with a view to attracting commercial partners. Part of this strategy is to procure an advertising agency to install and curate advertising within the Venues. 
 
Queen Elizabeth Olympic Park is more than a collection of separate assets, spaces and venues; it is one of London’s (and the UK's) premier community and visitor destinations. Annual attendance numbers to Queen Elizabeth Olympic Park (including its venues) are currently at six million and the trend is rising. 

The venues (in context of this tender) comprise: 

• London Aquatics Centre 
• Copper Box Arena 
• ArcelorMittal Orbit and The Slide 
• The Podium 
• The Timber Lodge Cafe 
 
The London Legacy Development Corporation’s vision for the Venues is for them to remain busy and vibrant with strong community use and frequent events. 
 
This opportunity represents an exclusive right to the successful tenderer to sell in-venue advertising space at Queen Elizabeth Olympic Park. 
 
Objectives 

The LLDC’s principal objectives of this procurement are: 
• To secure an advertising agent for a duration of 5 years (mutual break option at year 3) with excellent capability to install and manage the advertising infrastructure and to sell the advertising opportunities to complimentary brands for Queen Elizabeth Olympic Park. 
• To secure income to help sustain Queen Elizabeth Olympic Park and help deliver the Legacy of the 2012 Games 
• To contribute toward the economic sustainability of the Park and venues by monetising the spaces in an optimal way. 
• To secure adverts which demonstrate high-quality brand associations which support and develop the Queen Elizabeth Olympic Park brand and do not clash with any branding partners secured directly by the LLDC. 
• To secure an agent which can cooperate with the LLDC’s vision for a broader branding strategy (which will be developed after this contract has been awarded). 
• To contribute toward the Priority Themes of the LLDC, which are: 
o Promoting convergence and community participation 
o Championing equalities and inclusion 
o Ensuring high quality design 
o Ensuring environmental sustainability 
 
The LLDC is not selling naming rights or seeking long-term branding partners under this procurement. 
 
This opportunity
 
This opportunity to advertise at Queen Elizabeth Olympic Park Venues offers access the iconic venues on Queen Elizabeth Olympic Park represent a great new opportunity to sell exclusive advertising space into the market, offering client’s the opportunity to target high footfall areas and different demographic groups, to appeal to mass and also niche marketing sector areas. The commercial media agency appointed to work with LLDC will be able to share in the financial returns to mutual benefit. 
 
Iconic Olympic Games and Paralympic Games venues with busy programmes of events which attract considerable footfall over the course of a year. 
• Brands can be associated with national and international level events (restrictions may apply) 
• Brands will be able to reach a wide audience through television and live event media (restrictions may apply)
• It brings an aspirational advertising environment to the market 
• Adverts must comply with the LLDC Advertising Policy. 
• Opportunity to develop brands and explore synergies 
• Opportunities to reach people from a variety of specific population sectors
o Families 
o Youth 
o Sports interest 
o Lifestyle interest 
o Entertainment interest 
o 30s-40s 
 
• Opportunities to reach people from a variety of locations
o London 
o Local communities 
o National 
o International 
 
• Strong associations to health and healthy lifestyles, fitness, sport (in particular football, basketball, netball, swimming and diving), entertainment and fun 
• Association with iconic and inspirational venues of unique and significant architectural design 
• Excellent exposure to local London demographic market 
• Exposure to domestic and international tourism on a broader base than solely for sport 
 
 
The deadline for receipt of completed Tenders is 30th July 2018.
 
For more information and to tender please e-mail Procurement@londonlegacy.co.uk