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London 2012: Urban Imagery and City Branding

  • Adam Jones
Part of the Leisure Studies in a Global Era book series (LSGE)

Abstract

Hosting and staging mega events, costing billions of pounds and taking years of planning, are the most expensive branding and repositioning strategies undertaken by cities. Not only are they hugely expensive, largely paid for by the resident population, which is promised to benefit from the occasion, they also have intended and unanticipated impacts on local communities. The justification for supporting such activities is the opportunity the event purports to promote the city and improve its standing in the competition to secure global capital and resources. Using official documents, policy papers, media sources and public relations materials, the rebranding opportunities of the London 2012 Olympics on the perceived identity of London and Great Britain will be analysed in this chapter.

Keywords

Olympic Game National Community International Olympic Committee Soft Power British Broadcasting Corporation 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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© Adam Jones 2015

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  • Adam Jones

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