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Case study ­ Rebranding through sport
London Olympics 2012

Need
Newham was London's most deprived areas ­ multiple deprivation
Incomes in Newham were among the lowest in England ­ mostly due to job
type ­ 6.7% unemployed, 40% employed full time, 39.7% semi or un-skilled.
34% of population have no…

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Attracted local and national public attention to Stratford ­ well connected place
­ potential for tourists/visitors, especially in conjunction with Westfields
shopping centre.
Publicity of London as a city in general increased due to Games ­ attracts
tourists ­ long-term benefits to businesses in London
Temporary jobs - boosts both…

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