With a year to go until the Para Olympics in London 2012, I was very impressed with the marketing of the games. It must be very difficult to compete with the glitz and glamour of the full bodied sports, and yet they came out with a number of amazing adverts that illustrate, for example, the difficulty of playing basket ball in a wheelchair or the fact that, using the power from their arms, wheelchair athletes cover 400 metres in 46 seconds. Obviously, in a modern, vibrant metropolis like London it is easier to promote what could be much more difficult to promote in a smaller city, but their advertising is nevertheless superb and will no doubt achieve its goal of getting many more spectators to the Para Olympics.