They have appointed Pitch PR to handle its ambassdador programme and work on public relations around its campaign and Navyblue to prepare its bid book, the document which will deal with the technical aspects of its candidature as well as try to convey the emotional arguments that London are sure to use.

Pitch did a similar role for England during its World Cup bid successfully persuading a string of high-profile personalities to back the bid, one of the biggest successes of the campaign.

Their other clients include former England captain Rio Ferdinand and the NBA.

They are also working with Channel 4 on promoting their broadcast of the London 2012 Paralympics and with Japanese shoe manufacturer Ascis on the build-up to next year's Olympics. 

Navyblue worked on the bid book for London 2012, which helped contribute to the stunning upset of the British bid beating the hot favourites Paris.

The company, which has offices in London, Edinburgh and Muscat, was also recently appointed by Hambantota to devise and create the communications strategy and bid identity for its campaign to host the 2018 Commonwealth Games.

Pitch and Navy Blue will be building on the work carried out already by Jon Tibbs Associates (JTA), who have worked on the narrative and story of London's bid, whose only rivals are Doha.

JTA are best known for their work on Sochi's successful bid to host the 2014 Winter Olympics and Paralympics and have also in the past carried out work for European Athletics.

"The partnership behind the London 2017 bid brings a substantial amount of expertise to the table and we will be complementing this with some external support," said Ed Warner, the chairman of UK Athletics.

"Jon Tibbs and his team have done a great job working with us to shape the story of London and Navy Blue will now work with us on turning that into a bid book.

"Pitch PR will use their considerable experience in the bidding arena to tell our story to the wider public and build our ambassador programme globally.

"The IAAF World Athletics Championships is one of the biggest sporting events in the world and the bid team is determined to demonstrate to the athletics family how London is ready to host the event in front of passionate home fans in the Olympic Stadium and these agencies will support our ambition."

The bid summary document can be read here.

The International Association of Athletics Federations (IAAF) are due to choose the host city at a meeting of its ruling Council in Monte Carlo on November 11.

Contact the writer of this story at [email protected]


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