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2012-07-27Updated on August, 30th, 2012, 15:27
When the Olympic cauldron is lit at the Olympic Stadium in London this Friday, the day expected by billions of people around the globe, eight thousand people will have carried the Olympic Torch across the United Kingdom. The relay lasted 70 days, and during this period the Games Logo was defined, the “inspired a generation” symbol. It also inspired the Rio 2016™ Brand Management team, which was familiar with all planning and execution details of the complex project.
Since 19 May, the torch bearers crossed more than one thousand cities, towns and villages throughout the country. One day before, the flame was lit in Greece, the home of the Games, in a timeliness tradition. From breathtaking views to the main touristic points in London, most locations included in the torch route are one hour away from 95% of the British population. In the final part of the journey in London, Rio 2016™ team followed the course and everything that involved the bearers’ relay rituals.
“The celebration atmosphere is real. You can see families and friends meeting on the streets or at home, on the balconies or by the windows, to watch the Torch Relay. Many people wave flags and want to take pictures of the torch bearer who’s waiting to receive the Torch. There is a publication that continuously defines the planning of the Torch journey, with the places and names of the torch bearers. Despite this responsibility, the torch bearers’ cheerfulness and emotion are visible”, affirms Tânia Martins, Brand manager.
All torch bearers were elected by their communities through the London 2012 official website, with the least possible interference of the Organising Committee. Applicants sent their stories and were selected based on the services they provided or on the donation of funds to the community. Accordingly, the torch bearers carried the Torch close to their homes, families and friends, causing great commotion everywhere they passed by.
In their memories, a unique moment in each one’s life. In their hands, one souvenir: the Torch they carried. The torch bearers had the opportunity to buy their own torches. Of the 8,000 torchs available, until the day before the last day of the Torch Relay, only five torch bearers did not take home the object of desire.
The torch convoy was formed by official cars, one bus for the media, sound and activations of the sponsors. The Games mascot, Wenlock, actively took part in the course, cheering up the public crowding the streets.
The 70-day party then reached its climax. In London 2012 Opening Ceremony, the attention will be turned to the great moment: the lightening of the Olympic cauldron. It is the end of the successful Relay, however the lessons and experiences will remain over the next four years:
”We took part in the history being built here. We will build our own history in 2016. London conveyed the message we are developing for Rio Games: it brought about contagious energy, placing people in the forefront”, concludes manager Tânia Martins.