Jack Morton to create Olympic heroes parade

Jeremy King, 06 October 2008

Agency Jack Morton is to create a heroes parade through the streets of London on Thursday 16 October to celebrate the success of Britain's Olympic and Paralympic athletes in Beijing.

The experiential expert, who is working closely with London Mayor Boris Johnson and the BBC, will design a series of floats to take 500 athletes on a journey through the capital.

Jack Morton Worldwide managing director Julian Pullan said: "We are honoured to be able to play a part in the celebration of our athletes' truly great achievements."

Starting at Mansion House shortly after 11am the parade will head down Great Victoria Street, past St Paul's Cathedral, onto Fleet Street, past the Royal Courts of Justice, and down the Strand before ending in Trafalgar Square.

The first float is due into Trafalgar Square at around 12.30pm, while all the athletes will be assembled on the north terrace overlooking the square at about 1.15pm.

The parade will also be broadcast live on BBC1 and Sky News.