Organisation: London 2012 Games Bid

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Analysis and commentary by Echo Research.

The lavish launch of London's 2012 Olympic bid at the Royal Albert Hall was heralded a huge success. Although the glitz of the event, the star-studded cast of sporting heroes, and the technical / logistical details which accompanied the presentation, were appreciatively relayed in the press, it was the open and deliberate political support which ensured the occasion's fundamental triumph . "Britain United"(Daily Mail, 17/1).

The messages from Tony Blair and bid leader Barbara Cassani were clear and highly favourable: This was not just a potential marrying of the 'world's greatest capital' and the world's leading sporting event, it marked the possibility of urban regeneration; investment in transport; facilities for the young and sporting champions of tomorrow; business opportunities and national pride. Truly a nationwide bequest to unite behind.

For those not caught in the jingoistic moment, hard-nosed business reality still won the top card. The first round in the "18-month public relations battle"went to the UK (FT, 17/1). The bid promised a "compact games"based on "excellence without extravagance"(Cassani - Express, 17/1), even London's transport capability, traditionally viewed as a weakness, was turned into one of the city's strengths. Despite isolated grumbles, majority opinion asserted "London [had] cleared the first Olympic hurdle"(travelmole.com, 16/1).