Tower Bridge Bascules Sponsorship Debate 1st October, 2010

I couldn’t help but want to comment and get involved with the great debate surrounding the proposed sponsorship advertising board on the bascules of Tower Bridge.  A repainting scheme has been launched in the preparation of the 2012 Olympic Games and this advertising stunt has been proposed to reduce the cost of the restructuring.

Of course many people feel strongly about the historical landmark, but is this building sacred?

Personally I don’t believe so.  The banners requested are going to cover the scaffolding. Which is worse – having a huge piece of dirty white cloth visible over the Thames or a marketing campaign promoting the 2012 Olympic sponsors covering the scaffolding?

Corporations aim to generate as much exposure as possible, sponsoring every single activity of our daily lives – from our favourite sport to our favourite concert and now even our favourite television shows.  Sponsorships such as these help organisations create goodwill amongst their consumers and also build a strong brand relationship through affinity.  Brand engagement can be so strong that logos are no longer vital in associating feelings with the brand.  Slogans such as “every little helps” are enough to remind consumers why they love them.

I’m sure it won’t be hard to find a prospective sponsor that is willing to sponsor the bascules of Tower Bridge – the attention alone given by the media will repay the investment!  So what is the harm in providing this sponsorship opportunity to raise sponsorship funds for the City of London Corporation during the restoration of London’s historical landmarks.