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London's O2 arena opens with glitzy launch

Edited by the Marketingservicestalk editorial team Jul 11, 2007

Jack Morton Worldwide produced a spectacular firework display for the launch of Europe's exciting new entertainment venue, The O2 arena in London.

The O2 arena, Europe's exciting new entertainment venue, launched on 24 June with a spectacular firework display from the roof of the venue's iconic structure.

Jack Morton Worldwide, the experiential marketing company, produced the dramatic three-minute display for the launch night at which Bon Jovi played the opening show.

Martin Green, Director of Events and Special Projects at The O2, said: "The fantastic display at The O2 arena announced the start of an exciting new chapter for London in live entertainment and leisure attractions.

"Jack Morton's expertise was an essential ingredient in the success of this launch".

This was the second major London-based event that the award-winning agency had produced in the space of one month, following hot on the heels of the production of the National Commemorative Event to mark the 25th anniversary of the liberation of the Falkland Islands on 17 June.

The agency also produced the Mayor of London's celebratory New Year's Eve display at the British Airways London Eye and produced last year's opening and closing ceremonies at the Melbourne Commonwealth Games and at the Athens 2004 Olympic Games.

Jack Morton were commissioned for the O2 Arena launch by the owners AEG, one of the world's leading providers of live entertainment and sporting events, who are working in partnership with O2.

The agency worked in collaboration for the O2 launch with Group F and their award-winning pyro-designer Christophe Berthonneau - a successful partnership originally established for the London New Year's Eve celebrations.

Julian Pullan, Managing Director of Jack Morton Worldwide, London, said: "We are very proud of our role in major landmark events around the globe and we are delighted to have the opportunity to support the launch of this leading entertainment destination.

"It's a fabulous venue with stunning facilities - a 'city-within-a-city' experience".

Leading experiential marketing agency Jack Morton Worldwide creates multidimensional experiences that inspire key stakeholders to new insight, action and advocacy.

Integrating live events, branded environments and interactive media, the agency engages consumers, business partners and employees, helping clients build brands, improve performance and increase sales.