It’s not all about the sport

1 August 2012 – 9:08 pm





The London 2012 Olympics see UK plc on a major international trade push. Welcoming visitors from around the globe to some of the capital’s most illustrious venues. UK plc has pulled out all the charm stops and is using everything in its arsenal to secure overseas trade. Lancaster House, above, is one of the jewels of the state’s property portfolio and dignitaries are being entertained at such locations for the duration of the games. Visiting nations are also in on their own marketing act, pushing their countries and relevant business interests on the back of the world’s biggest sports event. Kiwi House, Casa Brasil, Swiss House and Scotland House are just some of several dozen temporary business and cultural centres around London. Who thought the Olympics were all about sport.

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