London 2012 Torch Relay
An incredible journey. The Olympic Flame was transported 8000 miles around the UK by 8000 Torchbearers. From the earliest stages two years before the start, freuds began the UK’s largest ever public engagement campaign and started the intricate planning of media narratives for every step of the Relay.
Using the inspirational stories of our Torchbearers set against the culture and landmarks of the 1018 communities we visited, freuds arranged multiple media opportunities, events, photocalls and interviews from before dawn until after dusk for 70 days. Approximately 200 well-known faces who ran with the Flame were recruited and managed on the road by our team, from celebrities to members of the public famous for great achievements.