The organisers and sponsors of London 2012 have also made the games extremely youth orientated, apparent from the loud technicolour logo to the army of celebrity singers and rappers that have been drafted in for the cause. This is proving hugely popular, a heavy bass line driven Adidas games commercial featuring Tottenham MC Wretch 32 has clocked up over half a million views on the internet since its release barely a week ago. This connection between the organisers and young people can even be seen on root community levels. Front row tickets for high profile events such as the mens 100m sprint final have been reserved for school children from the most deprived areas of the Capitol. Initiatives like these demonstrate a philosophy of all inclusiveness, differentiating London 2012 from previous Olympics.

　　These initiatives are taken very seriously at the highest levels. The committee chairman of the games, Seb Coe explained the London 2012 logo to the BBC, stating it was to: use the Olympic spirit to inspire everyone and reach out to young people around the world. Whilst the city will never match the hugely elaborate and impressive spectacle put on by Beijing, the intention of the organisers are clear. London is marketing itself to the whole world as a diverse futuristic young faced and fast paced city, defining itself with its own determined character to make this summers games one to remember.

　　伦敦如何演绎自己的精彩

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