London 2012 bid eyes storyline in BBC's EastEnders

The team behind London's bid to host the 2012 Olympic Games have held talks with ITV and the BBC about using some of their most popular programmes to raise awareness of the bid among the general public.

Marketing has learned that the bid team hopes to place a storyline about London 2012 in the BBC's flagship soap opera EastEnders.

London 2012 confirmed that it was interested in raising awareness of its bid through TV programmes, but said that discussions were "at an early stage" and that nothing had been agreed.

The team launched an ad campaign in London through M&C Saatchi at the start of this year. The activity, which was M&C's first work for the bid, is running on radio, press and TV, and features famous London landmarks.

London 2012 also recently overhauled its web site and appointed Haymarket Customer Publishing to develop a brochure for the bid, which will be distributed to all Londoners.