By the end of September, London 2012’s bid to host the Olympics will be highly visible all over the capital with the launching of Transport for London’s (TfL) publicity campaign.

At the heart of the campaign are 40 ‘back the bid’ buses which will be covered in London 2012 branding.

Announcing the scheme on Tuesday (14 September) London’s mayor, Ken Livingstone – joined by London 2012 chair Sebastian Coe, transport minister Tony McNulty and Olympic rowing medallists James Cracknell and Rebecca Romero – said: “These buses visibly demonstrate London’s commitment to host the Olympic Games in 2012 and will ensure that everyone who lives in or visits the capital knows that London is a serious contender.

“This colourful campaign will provide a unique platform to help build support for the bid in the run up to the IOC’s final decision next year.”

Posters and leaflets will also be on display at nearly 35,000 sites including buses and bus shelters and underground trains and stations while 500,000 leaflets outlining the case for bringing the Games to London are being distributed at transport-related sites.

Sebastian Coe said at the launch: “This is all part of our campaign to create a growing and lasting image of London as an Olympic City that gets people excited about backing the bid.

“I want to see our images all over the city and the country to demonstrate to the IOC that we are serious about winning the right to host the greatest event on earth here in London.”

TfL plans £3bn extra investment over five years to improve London’s transport system in time for the 2012 Games. Details: www.london2012.org