With the globalisation, as a most potential event for athletes Olympic Games now can be positioned as an independent communication

tool and not as a subsidiary effort to advertising tool in the integrated marketing communication concept. Basically such events improve the effectiveness of the traditional vehicles of the communication as most of the time events target on the more specific target market. And the particular events can also performance as logical and impactful manner end of an advertising campaign as when theres a need to shift to a new campaign. In 1993 Sydney was awarded the prestigious right to host the Olympic Games in the year 2000 and the United Kingdom got this opportunity for year 2012. The announcement was a historic moment for countries as it was greatly significant for its inbound tourism industry as well as for leisure organisations.

When considering the marketing perspective, the economic benefits to the United Kingdom for hosting the Olympic Games 2012 are also a positive aspect. As countries like United Kingdom should be not only investing funds in information technology but also spends more money on other communication infrastructure in order to lift the tourism and the leisure organisation in the country. The importance of such mega events driving an economy into a growth stage has already been highlighted previously.

For an example, in the 1996 Centennial Olympics held in Atlanta gave an a boost to the economy of the United States of America and gave a face lift to the city of Atlanta with new freeways and attraction underground with the Coca-Cola and the village of Olympia. These were made based on the expectation of thousands of athletes and millions of spectators of the game will arrive for the games. Due to this reason the local infrastructure and the tourism got uplift and profit of the leisure organisation arose. Atlanta is now one of the fastest growing cities in the USA.

Up to now, the above need can be fulfilled by using the traditional marketing communication tools such as television, radio, newspapers & etc. However, such athletic events in a position to fulfil and rose up the tourism and the leisure organisation's event as a marketing communication tool.

For an example: In 2008, Beijing Olympic games, China used the Olympic event as a communication tool which promotes them as a favourable tourist and a business destination for all the needs. As using the event as a marketing communication tool, china got succeeded.

As a result of supporting the relationship between tourism and the Olympic, the capital international airport in Beijing has awarded to the 8th busiest passenger airport in the world. According to the data there were 7 million increase in the passengers from year 2006 to 2008 (46.5 million to 53.5 million). And also this airport awarded the World best airport by Conde Nast Traveller Magazine in 2009 (Travel Blackboard 2009). All these achievements and credits gained basically because of proper usage of the event as an effective marketing communication tool.

However China has tight communist controls, however China used the Beijing Olympic as a media tool not only for the domestic and international audiences, but also to convey the business and tourist related opportunities to encourage the internal and external investors.