LOCOG began the process today of selecting a mascot for the London 2012 Games. The chosen design will be the key visual icon for London 2012.
A spokeswoman for LOCOG told ATR that any interested company or consortia of companies can register their interest in designing the logo by logging on to the CompeteFor Web site and answering a series of questions.
Submissions will be accepted until noon on Nov. 21.
According to LOCOG, successful applications will demonstrate "public involvement or engagement in the mascot development." The chosen agency will also need to develop a full marketing and communications plan to support the launch of the mascot.
"Those of us lucky enough to go to Beijing this summer saw firsthand the magic of the mascots," stated London 2012 Commercial Director Chris Townsend. "Whether it was the soft toy version, entertainment at a venue or simple photo opportunities at the airport, the help set the tone for the Games. We're very excited about kicking off this process."
LOCOG said that their current plan is to review submissions and create a short list of agencies in December. Pitches will then be held early next year with the goal to name the chosen agency in summer of 2009.
The mascot will be essential for LOCOG to raise the $2 billion required to stage the Games, particularly in the current financial environment.
"Fun and games aside," Townsend added, "the mascot program will be a key component of our licensing plan and will be a strong revenue driver."
Written by
Trista McGlamery
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