Varley, a former journalist with The Guardian, will contribute to Annecy's international promotion and help develop its campaign materials and final presentation at the International Olympic Committee (IOC) Session in Durban on July 6.

Varley was the architect of London's final presentation to the IOC in Singapore in July 2005 that was seen as being vital in helping Britain upset the odds to be awarded the 2012 Games.

Varley's company, Seven46 - named after the time that IOC President Jacques Rogge made the announcement that London had beaten Paris to win its bid to host 2012 - also worked on Rio de Janeiro's successful campaign to stage the 2016 Games and the International Rugby Board's (IRB) campaign to get sevens onto the Olympic programme.

The company also worked on England's disastrous bid to host the 2018 FIFA World Cup, although the final presentation in Zurich was widely praised as being the best of the candidates.

Varley is the second London 2012 veteran to be recruited this week by Annecy.

Earlier this week they announced that Andrew Craig, who was also involved in the successful bids by Vancouver 2010 and Sochi 2014, would be working as its main international consultant.

Craig is expected to arrive in Annecy this weekend in time to prepare for the IOC Evaluation Commission's arrival, which is due to start next Wednesday (February 3).

Annecy's communications team has also been strengthened by the addition of Caroline Duboc as the new head of media relations.

She has worked on a number of international events, including the 2010 FIFA World Cup, the 2009 FIS Alpine Skiing World Cup in Val d'Isère, the 2007 IRB Rugby World Cup in France and the 2003 IAAF Athletics World Cup in Paris-Saint-Denis.

The changes were among a number unveiled by Charles Beigbeder (pictured), the new President of Annecy 2018, who also announced the signing of two new partners, the Caisse des Dépôts and the French National Centre for Sports Development.

"Annecy 2018 is now making real strides – a situation which has won over leading French companies," said Beigbeder (pictured).

"With our new €21 million (£18 million/$27 million) budget we will be able to drive home a solid bid, all the way to Durban.

"But our ambitions don't stop there.

"We are in close contact with other partners."

Beigbeder's energy since replacing former chief executive Edgar Grospiron last month has reinvigorated Annecy's bid, which at one point appeared to be on a life-support machine.

Jean-Pierre Vidal, the 2002 Olympic slalom champion, who is the vice-president of Annecy 2018, praised the contribution of Beigbeder, which has included in helping get France's two IOC members, Guy Drut and Jean-Claude Killy, fully behind the bid.

"Charles brings his expertise in international project team management," said Vidal.

"As vice-presidents of the bid, my fellow Olympic champion Pernilla Wiberg and I ensure that the Annecy 2018 concept is completely athlete-oriented.

"Last but not least - and this is a major change - Guy Drut and Jean-Claude Killy, the two French IOC members, are now full members of the bid's Executive Board.

"It's highly symbolic of their commitment and their desire to support us in our relations with the Olympic Movement."

Denis Masseglia, the chairman of the French Olympic Committee (CNOSF), also sounded more optimistic than at any other time during the bid.

"An Olympic bid has to be run like a great athlete's career, with hard work and concentration in order to successfully complete one step at a time," he said.

"That's Annecy's strategy, and I share it.

"The first step will be convincing the members of the Evaluation Commission.

"The next step will be succeeding at the major international events, and the final step will be winning in Durban on July 6 and bringing the Winter Games to the heart of the French Alps in 2018."

Contact the writer of this story at [email protected]


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