London 2012 - Coca-Cola Olympic Torch RelayLondon 2012 - Coca-Cola Olympic Torch RelayLondon 2012 - Coca-Cola Olympic Torch RelayLondon 2012 - Coca-Cola Olympic Torch RelayLondon 2012 - Coca-Cola Olympic Torch Relay

London 2012 - Coca-Cola Olympic Torch Relay

Evening Celebrations

Coca-Cola were one of the Presenting Partners of the London 2012 Summer Olympic Torch Relay, which involved 66 evening celebration events held over the 70 days of the Torch Relay. As part of the brand activation Coca-Cola curated a unique entertainment programme featuring such artists as Emeli Sande and Eliza Doolittle, Labyrinth, Kids in Glass Houses, Rizzle Kicks, The Wanted, Friendly Fires, The Wombats, Katy B, Morning Parade, Loick Essien and General Fiasco.

Start Date: 1 December 2011

Location: United Kingdom

Categories: Entertainment, Sports & Venues

Services: Project Management, Construction Management

The brief

Plan, lead and manage the entire planning, design, production, construction, delivery and operation of Coca-Cola's activation across all 66 events including five special evening celebrations. These special evening celebrations ranged from 16,000 to 80,000 attendees.

The challenge

The design, planning and concurrent production of the five special evening celebrations involved five concurrent Safety Advisory Group processes in a 6 month period, liaison with LOCOG, it's own production company and two other Presenting Partners. Each of the special evening celebrations was a major event with capacities ranging from 16,000 to 50,000 and held within a 5 week window necessitating multiple concurrent site builds to be managed. This was carried out simultaneously with the conception, design and delivery of the Coca-Cola Presents.. stage show at the other 61 evening celebration events. 

The result

Coca-Cola's sponsorship of the Olympic Torch Relay was an unqualified success delivering superior ROI for the business. A large element of this success was due to the faultless, on time, on budget delivery of all aspects of Coca-Cola's activation. 

WNY were awarded the NOEA Event Organiser of the Year Award in 2012.