1. What were in your opinion the three main
benefits of London hosting the 2012 Games?

2. 2012 Games: Three types of benefits
1. Tangible – Physical Redevelopment
2. Marketing & Branding
3. Inspirational

3. 1. Tangible – Physical Redevelopment
•Speeding up the process of regeneration of East
London
despite economic climate
unlocking fundamental public investment
Stratford rail lands in January 2007

4. 2. Marketing & Branding
Visibility:
Visibility the ‘London stage’
(for two weeks, the world’s attention was on the UK)
“A once-in-a-lifetime opportunity to provide a showcase to the world”
once-in- world”

5. 2. Marketing & Branding

6. 2. Marketing & Branding
Opportunity to thoughtfully
showcase the best of London
• [outwards] Work on its global image to further
increase its international appeal
• investments
• professionals
• visitors

7. 2. Marketing & Branding
Giving new meaning to old symbols
Celebration of newly branded “Britishness”

8. 2. Marketing & Branding
•Britain, and especially London, shown as
creative
tolerant, multicultural
inclusive
welcoming
As well as
able to successfully deliver the 2012 Games
despite the harsh economic climate

9. 2. Marketing & Branding
[“London 2012: it changed us, and how the world sees us”,
The Guardian, 8 September 2012]

10. 2. Marketing & Branding
Opportunity to thoughtfully
showcase the best of London
• [inwards] People’s engagement
• emotional ownership of the Games
• enhancement of civic pride and
national identity
The future “big society”?

11. 2. Marketing & Branding

12. 2. Marketing & Branding
“sports are closely related to national identity and can have a deep
symbolic meaning for states such as those in the former Yugoslavia where
they are central to the development of emerging national identities”
[Jelena Dzankic – European University Institute, LSE]

13. 3. Inspirational
“This is my country. This is where I grew up, this is where I started life.
This is my country and when I put on my Great Britain vest I’m proud.
I’m very proud.” - Mo Farah

14. 3. Inspirational

15. 3. Inspirational
Sporting legacy and more

16. 3. Inspirational
self-
inspiration to self-improvement,
optimism and sense of potential
raise hope and aspirations,
margins”
especially “at the margins”

17. 2012 Games = OPPORTUNITY
a means to achieve bigger goals,
longer-term results
legacy”
“Sustainable Olympic legacy”
Physical “intangible”
Redevelopment + assets
the success rests on the ability to capitalise on and
optimally mobilise these hard and ‘soft’ Olympic assets
soft’