Haymarket Network, a top UK content marketing agency, is taking on one of the biggest challenges in publishing.
Posted on: 01 August 2012 07:13
As the supplier of official programmes and magazines for the London 2012 Olympic and Paralympic Games, the agency has already produced 26 separate publications, with another 33 to come during and after the Games.
During the run-up to London 2012, Haymarket Network worked closely with the London Organising Committee of the Olympic and Paralympic Games Ltd (LOCOG) to produce twelve test event programmes and the London Prepares Series of magazines as well as building a digital sales portal and the ParalympicsGB London 2012 Accreditation System.
For the Games themselves, Haymarket Network’s dedicated editorial teams have already produced:
• London 2012 Olympic Games Opening Ceremony Programme
• Day 1 to Day 4 Official Olympic Games Daily Programmes
• Official Programme – London 2012 Olympic Games
• Official Programme – London 2012 Paralympic Games
• Official Programme – Sailing
• Official Programme – Football
• Official Programme – Team GB Football
• London 2012 Festival – Official Guide
Meanwhile, Network has also produced two publications for the national newsstand:
• Official London 2012 Preview
• Our Greatest Team – the official guide to Team GB and ParalympicsGB
To accompany the Opening Ceremony on Friday night, not only did Haymarket Network produce the official programme, the agency was also commissioned by London 2012 Ceremonies to design and build a Tumblr blog www.exploretheceremonies.tumblr.com - a live site complementing all four opening and closing ceremonies with constantly updated multimedia content – from videos to illustrations, designed to reflect the growing trend of “two-screening”.
Throughout the Olympic and Paralympic Games, the Network teams are producing official daily programmes, each one providing the spectator with exclusive interviews, insight and previews of the day ahead. Available at Olympic venues each morning, there will be a total of 16 daily programmes for the Olympic Games and 11 for the Paralympics.
Finally, the Official London 2012 Olympic Games Review will be available from retail outlets following the end of the Games.
In all, 59 products, featuring 4,230 pages of content, will be produced by Haymarket Network and distributed over the course of the London 2012.
Simon Kanter, Editorial Director at Haymarket Network said: ‘The Olympic and Paralympics daily programmes are the most complex editorial project I have ever been associated with. With three teams, two in Stratford and one in Teddington; with pages created and waiting to be re-made, refined, honed and finessed; with a client challenge to exceed our personal best; with deadlines every hour and the World’s biggest event taking place all around us, the pressures are enormous, the adrenalin is pumping but we couldn’t be more excited and privileged to be involved.’
Managing Director Andrew Taplin commented: ‘It is proving a real honour to be working with LOCOG at the very heart of London 2012, telling amazing stories to bring to life the Games and its heroic participants – whether famous or unknown, to build the knowledge, excitement and anticipation for every reader and to provide them a personal keep-sake which will be referred to for very many years to come. This truly showcases the power of compelling content.’