IT should be used to promote 2012 London Olympics, says expert

19:00 2nd January 2009

IT technology should be used to market events such as the 2012 London Olympics, says Where Are You Now? (WAYN).

With increasing numbers of people consulting the internet to manage their social engagements, big events like the Olympics should follow suit to ensure they are accessing every age range and social group possible.

Jerome Touze, co-founder of WAYN, said that the event's advertising budget should incorporate branding and marketing, which can be achieved using digital means.

He explained: "It is about how you integrate advertising in a very bespoke and well integrated campaign which is done via the community to encourage user-generated content and social interaction."

He added that social networking websites such as Facebook and MySpace could play a part in attracting tourists to the UK for the 2012 Olympics, alongside websites such as VisitBritain.

A survey published by WAYN last month (December 2008), revealed that 38 per cent of respondents were put off visiting London for the 2012 Olympics because of the high expense.