It had to be ‘Everyone’s Olympics’.īeyond this, the real potential was in the values and actions the athletes’ feats could inspire in the rest of us. All very impressive, but to achieve widespread participation, 2012 had to motivate ordinary people. It would need a brand: 2012.ĭespite their grandeur, the Games of the past had been a stage for elite athletes to perform incredible feats, watched over by a narrow audience. For the Games to find this level of meaning, it would need the support of more than a logo. If there was to be a legacy, it had to reach beyond the event. Instead, this Games was an opportunity to do things differently. London, however, was already enjoying its status as a top-tier global city and didn’t need to shout so hard. The committees that organise Olympic Games had for many years seen the event primarily as an opportunity to put their city on the map.
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