London, April, 30 2012: Coca-Cola, Presenting Partner of the London 2012 Olympic Torch Relay, has unveiled its unique, highly sustainable fleet of hybrid support vehicles that will lead over 8,000 Olympic Torchbearers along their momentous 70 day journey around the UK, kick-starting an unprecedented party atmosphere across the nation.
Setting out from Land’s End on May 19th the five-strong fleet will travel between thirty minutes and eight hours ahead of the Olympic Flame. The Beat Fleet and Coca-Cola team will whip up excitement, handing out special edition, commemorative Coke bottles and memorabilia, and encourage hordes of cheering crowds to line the Relay route in celebration of their local Future Flames – inspirational young people who have been given the once in a lifetime opportunity to run with the Olympic Flame thanks to Coca-Cola.
In keeping with Coca-Cola’s pledge to help LOCOG, The London Organising Committee of the Olympic and Paralympic Games, to deliver the most sustainable Games of modern times, the convoy showcases cutting-edge green technology including MINI’s MINIMALISM principle - a combination of intelligent assistance systems, on-demand engine components, lightweight technology and aerodynamic design to enhance efficiency and reduce energy consumption and emissions.
Coca-Cola’s ‘Beat Box’ and ‘Beat Bus’ have each been converted to diesel-electric hybrid power which is estimated to save 1.6 tonnes of carbon dioxide over the course of the Relay and ‘Recycle Beat,’ a cutting-edge mobile recycling unit, is fitted with an advanced exhaust cleanup system and low emission auxiliary generator to dramatically reduce air pollution. ‘Recycle Beat’ will help to inspire and educate the public and encourage them to recycle both during the Relay and crucially to carry on recycling at home.
As the ‘Beat Fleet’ tours from Land’s End to the Orkney Islands, a non-stop, euphoric procession of music, street parties, dancing, face-painting and flag-waving will sweep the nation to celebrate and cheer on each Torchbearer bringing the magic of the Olympic Games to over 1,000 communities nationwide. The ‘Beat Fleet’ will encourage well-wishers of all ages to ‘Move to the Beat’ as Coca-Cola’s official anthem for the London 2012 Olympic Games, Anywhere in the World, a collaboration between GRAMMY award-winning producer Mark Ronson and chart topping vocalist Katy B, blasts out to kick off the party.
James Williams, Director, Olympic Torch Relay, The Coca-Cola Company, said: “As a Presenting Partner of the Olympic Torch Relay we are incredibly excited and proud to announce the introduction of the ‘Beat Fleet’. These highly sustainable vehicles showcase the latest in green technology. Not only will they help to galvanise nationwide support for all the Future Flames honoured with carrying the Olympic Flame, the ‘Beat Fleet’ will also help to unite the nation allowing everybody to take part in the UK’s biggest party. We’re encouraging everyone across the UK to come down, join in the fun and cheer on their local Future Flames during this historic occasion.”
Ysabel Vazquez, Marketing Planning and Brand Partnerships Manager, MINI UK comments: “MINI is proud to be an official partner to Team GB and ParalympicsGB. Being a key part of the ‘Beat Fleet’ along the torch relay means we can extend our 'home crowd’ support to inspire our teams to deliver extraordinary performances.”
For further information, please contact Blue Rubicon on behalf of Coca-Cola:
Ali McInerney, David Godfrey, Jack Hart: 020 7260 2700 firstname.lastname@example.org or email@example.com
Notes to editors
About Coca-Cola Future Flames
Coca-Cola is using its sponsorship of the London 2012 Olympic Games to shine a light on the best of British youth by recognising, rewarding and inspiring the young people who use their passions to help make Britain Burn Brighter. As a Presenting Partner of the Olympic Torch Relay, we are rewarding those who have made a positive contribution to their local communities and the environment with a once in a lifetime opportunity to carry the Olympic Flame. As part of this commitment, Coca-Cola has commissioned a Pavilion to celebrate the best of British youth.
About Coca-Cola and the Olympic Movement
The Coca-Cola Company has been continuously associated with the Olympic Games since 1928 – longer than any other corporate sponsor of the Olympic Movement. The Company works with National Olympic Committees in more than 200 countries to help athletes train and compete. More than 90 percent of Coca-Cola’s investment in the Olympic Games is directed to athlete development and to assist in staging the Games. Products of The Coca-Cola Company refresh athletes, volunteers, officials and spectators during the Olympic Games. The Coca-Cola Company is the exclusive nonalcoholic beverage provider to the Olympic Games through to 2020.
About Coca-Cola and the Olympic Torch Relay
The Coca-Cola Company’s first official involvement with the Olympic Torch Relay occurred with the introduction of the International Olympic Torchbearers Program, sponsored by Coca-Cola, for the Barcelona 1992 Olympic Games, a program that was reprised in Lillehammer in 1994. London 2012 marks the eighth time that Coca-Cola has served as a Presenting Sponsor of the Olympic Torch Relay including Atlanta (‘96), Nagano (‘98), Salt Lake City (’02), Athens (‘04), Torino (’06), Beijing (‘08) and Vancouver (‘10).
What is the Olympic Torch Relay?
The Olympic Flame is one of the enduring symbols of the Olympic Games, representing peace, unity and friendship. As it is carried around the UK for the Olympic Torch Relay it will bring the spirit of the Games to everyone.
Lit in Olympia, Greece, in a traditional ceremony, the Olympic Flame will be taken on a short relay in Greece before arriving in the UK on 18th May 2012.
On a 70-day journey across the UK, the Flame will be carried by 8,000 Torchbearers, generating excitement as it makes its way to London and the Opening Ceremony of the Games. The Flame will come within a one-hour journey for 95 per cent of the population of the UK – with entertainment, shows and concerts marking its arrival at each stop.
What is an Olympic Torchbearer?
Olympic Torchbearers will run one leg (approximately 300 metres) of the London 2012 Olympic Torch Relay, which takes place between 19th May and 27th July 2012.
Coca-Cola has awarded Torchbearer places to nominees who, in the opinion of a panel of judges, most deserve to carry the Olympic Flame.