Games of the XXX Olympiad: London 2012

London, United Kingdom, is the city that will give hospitality to the next Olympic games, in the summer of 2012, from 27 July to the 12 August. In doing so London will become the first city to host for three times the modern Olympic games, in fact the English capital has already hosted the Olympiad in 1908 and in 1948.

The construction of a great event like Olympic games is an extraordinary occasion of modernization: in fact it involves a serious of urban operations, the improvements and the strengthening of public services and infrastructures and the image of these changes is reflected on the world stage. Olympic games represent the best international showcase, the most important media event, because they monopolize the attention of mass media all over the world, for the entire event. For this reason the competition to host this event is very fierce and it is the result of a specific marketing strategy urban. The elections of the host city for the XXX Olympiad were on 6 July 2005. During this meeting the International Olympic Committee (IOC) established that London had beaten others four city: Moscow (Russia), New York City (United States), Madrid (Spain) and Paris (France).

In order to oversee the organization of the works, was created the London Organising Committee for the Olympic Games that met for the first time on 7 October 2005 and that had the task to implement and stage the games. For the occasion another organism was created, the Olympic Delivery Authority, with the task to charge the construction of the venues and the infrastructure.

The organization of the venues and of the infrastructure is a very important part of the work behind the Olympiad: London will benefit of some famous locations as Hyde Park and Horse Guards Parade, in which the city will locate temporary facilities. Moreover it will use new values, existing and historic facilities. The major part of the values will located in three zone: the Olympic Zone, the River Zone and the Central Zone. In addition of that, will be used others zones outside the London boundaries, such as the Weymouth and Portland National Sailing Academy on the Isle of Portland in Dorset which will host the sailing events. In the year 2008 the works of construction of the London Olympic Stadium started. This stadium will be the main venue of the games, in which will be located the opening and closing ceremony.

In order to promote these innovations and all the changes made to improve the image of the city, London has put in place an appropriate communication strategy, using different media: from the website to the shows, from the events to the social networks.