Olympic Sponsors To Light Up London's Tower Bridge
Next week will start the one year countdown until the London Olympics and some interesting details are starting to emerge about how tier one sponsors will activate the Games. One interesting aspect is how sponsors will look to activate historic icons such as London's Tower Bridge.
As part of a deal to upgrade the Bridge’s 25-year old lighting system, EDF and GE logos will be projected onto the north and south towers of the bridge. In exchange, EDF and GE are installing an energy-efficient lighting system, which aims to reduce carbon emissions. The funding for the Tower Bridge lighting project is conditional upon sponsorship recognition during the Games in the form of the projections onto the lower facades of the towers.
"As a sponsor and sustainability partner for London 2012, we are delighted about the prospect of being involved in this project to apply our lighting technology to create a sustainable and flexible legacy for Tower Bridge," Mark Elborne, President and CEO of GE in the UK, said.
"As the first sustainability partner of London 2012, we are delighted to help reduce the carbon footprint of an iconic London landmark ahead of the Games," Vincent de Rivaz, Chief Executive at EDF Energy, said. "EDF Energy is aiming to use its involvement with the Olympic and Paralympic Games to help people think about the ways they use energy. We hope that the new energy efficient lighting, combined with the temporary installation of the Olympic Rings and Paralympic Agitos, will make Tower Bridge a standout symbol of sustainability, encouraging visitors and residents to live a lower carbon lifestyle."
You can read more about the light show that will accompany the Tower Bridge sustainability program here.