For athletes, the Olympics are about the gold. For London organizers, the Olympics are about the pink, the purple and the orange — colors that will give the 2012 games an immediately recognizable look. Cities, towns and hamlets all over Britain are getting ready for their once-in-a-lifetime TV close-ups. Take Mole Valley, a community of 80,000 near London that is hosting the Olympic cycling road race. It has asked residents to plant dahlias, petunias and sunflowers in Olympic-approved shades so when the riders swish past on July 28-29, television viewers will be left seeing swishes of pink, purple and orange. It’s not an accident: Making Britain memorable is considered critical to the long-term success of the games. ”What will people be reminded of when they pull out the T-shirt, the pin?” asked Greenwich University marketing department professor Peter Vlachos. ”Will they remember London or the Olympics?” Work is being done now in hopes that viewers — and potential tourists in particular — fondly remember the U.K. and not just the sports. Britain’s leaders will spend 9.3 billion pounds ($14.6 billion) on the games, but hope that tourism and outside investments will repay billions in revenue over time. A barge carrying… Read full this story
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