London is planning an event to celebrate the outstanding achievements of the British Olympic and Paralympic athletes that have competed in this year’s Beijing games, with experiential agency Jack Morton acting as producer.

The agency is working closely with the Mayor of London and the BBC to create a heroes’ parade for up to 500 athletes, which will travel through the streets of the UK capital on 16 October.

Jack Morton has designed a series of floats, which will take the athletes on a journey beginning in front of the Mansion House in the City at shortly after 11am and then taking them down Great Victoria Street and past St Paul's Cathedral. They will head down Fleet Street, past the Royal Courts of Justice and down the Strand. The public will be able to cheer on the athletes as they pass by.

The first float is due to arrive in Trafalgar Square at around 12:30pm, when lunchtime crowds are expected to gather to cheer on the sporting heroes, who have amassed the biggest British medal haul for a century. All the athletes will be assembled on the north terrace overlooking the square at approximately 1:15pm.

The parade, which will be broadcast live on BBC 1 and Sky News, follows the Jack Morton produced Olympic and Paralympic flag-raising ceremony, which took place in the capital last month. The agency has also produced the London New Year’s Eve celebrations for the Mayor of London in conjunction with Visit London for four consecutive years.

“We are honoured to be able to play a part in the celebration of our athletes’ truly great achievements and to continue our work for London at such an exciting time for the capital and for the nation as a whole,” said Jack Morton Worldwide managing director Julian Pullan.

Jack Morton is working in conjunction with multiple agencies across the UK capital to ensure the event is planned and delivered in a safe way. These include the BOA, ParalympicsGB, the Police, the City of Westminster, the City of London and many more.