London, April, 30 2012: The
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
In keeping with
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
James Williams, Director, Olympic Torch Relay, The
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
Ali McInerney, David Godfrey, Jack Hart: 020 7260 2700 firstname.lastname@example.org or email@example.com
Notes to editors
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,
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.
More Press Releases
- GLACÉAU Smartwater unveils supermodel Jourdan Dunn as the new face of the brand
- It’s a slam dunk for Coke’s new recycling campaign
- 2018 welcomes new look, new campaign and new flavours for Diet Coke following brand refresh
- Coca-Cola launches the Ultimate Christmas Sleepover, giving Christmas fans a once in a lifetime chance to sleep inside the iconic red truck
- Go organic for international coffee day with Honest® Coffee