The O2 venue, rebranded The O2, was reopened to the public on 24 June 2007 with a concert by Bon Jovi in the arena. The O2 celebrated its first year with a book, including a double page picture of Elton John from his September 2007 "Red Piano" show. Prior to this reopening, other events took place, including a soft opening for residents of the area to explore the entertainment district and an opening for staff called "The O2 Premiere" which featured Peter Kay, Tom Jones, Kaiser Chiefs and Basement Jaxx. An event called "Out of the Blue" featuring circus acts also took
O2 (UK) BT subsidiaries: Esat Digifone in Ireland, Viag Interkom in Germany and Telfort Mobiel in the Netherlands. The rebranding was supported by a European advertising campaign, which began on 16 April 2002, across all four countries, at a cost of £130 million. The main launch campaign ran from 18 June and was developed by Vallance Carruthers Coleman Priest, working alongside brand consultancy Lambie-Nairn, creators of the "O2" brand identity. In March 2005, mmO2 restructured its shares and the company was relisted as O2 plc. On 30 November 2005, O2 agreed to a takeover by Telefónica, a Spanish telecommunications company, for £17.7