AMP Cauldron

Part of AMP’s Olympic strategy included the development of a legacy that would remain in local communities for many years after the Torch Relay had finished.

As the Presenting Partner of the Sydney 2000 Olympic Torch Relay AMP, under the management of Wayne Larden, conceptualised the Olympic Community Cauldron Project. It was to house the sacred flame during the actual Torch Relay then be gifted to the community from the local AMP Planner.

This strategy allowed the local planners to be a part of the local organising committee and take part in many of the local PR activities around the Torch Relay thus elevating them and the AMP brand in the local community. It was possibly one of the best marketing activities alongside the Ignite the Dream Tour that any Olympic sponsor undertook with long lasting benefits to the brand.

The brief was given to Olympic Torch designers, BlueSky Designs and it was manufactured by torch manufacturer G.A. & L. Harringtons. The entire project was managed by Larden and rolled out in 1999.