ABSTRACT
This chapter demonstrates how marketing and public relations techniques are increasingly influential in the campaigning and lobbying tactics employed by bid organisations. It considers both internal and external publics, emphasising examples of successful campaigns and evaluating their recipes for success. The chapter focuses upon the specific tactics utilised by bid committees to enhance their chances of being awarded the major prize they seek, drawing upon a discussion of the Tokyo bid for the 2020 Olympic Games. It then moves beyond the operation of a bid campaign and locate the campaigning and lobbying approaches within a broader framework of soft power and cultural diplomacy, as these have become increasingly important macro drivers underpinning event bidding. Griffiths highlights the importance played by senior political figures in his book Bidding for glory, which provides a detailed account of South Africa's unsuccessful bid for the 2006 FIFA World Cup, eventually won by Germany.
