Salute for Olympic heroes

London stood still today as tens of thousands of people flooded into the West End to honour Britain's Olympic heroes.

As the victory parade was waved off by the world's greatest Olympian, Sir Steve Redgrave, a massive crowd lined the route from Piccadilly to Trafalgar Square.

Up to 250,000 were expected - the biggest celebration of sporting triumph since fans turned out to honour England's World Cup-winning rugby team last winter.

Today it was the turn of Kelly Holmes, Matthew Pinsent and all the other members of Team GB at the Athens Games who notched up a tally of 30 medals including nine golds - their best result since 1984 in Los Angeles.

The Parade of Heroes, they called it, but today's procession was about more than just commemorating this summer's sporting glories. It was about looking to the future, too, with two of Britain's biggest stars calling publicly for the 2012 Games to be given to London.

Rower Pinsent and Ade Adepitan, who won bronze with the men's Paralympic basketball team, said that the huge turnout showed just how passionate the country was about sport.

Pinsent, who has four Olympic golds, said: "The Parade of the Heroes gives London and the whole of the UK the opportunity to show how supportive the entire nation is of the Olympic and Paralympic movement."

Adepitan added: "It will give all Athens medallists the chance to celebrate Britain's success in the streets of London that will hopefully play host to the Olympic and Paralympic Games in 2012."

The parade set off from the Ritz in Piccadilly, a parade of five floats featuring no fewer than 47 medallists and accompanied by double-deckers in special London 2012 livery.

At Trafalgar Square a huge crowd gathered to watch the parade on giant television screens and hear from the Olympians.

Some had travelled from as far as Scotland for this historic day. David Upton, 32, arrived from Stoke-on-Trent at 5.30am.

He said: "This is going to be one of the best days of anyone's life. I am especially excited to see Kelly Holmes."

The athletes were also due to attend a reception at Buckingham Palace, where seven were to receive their medals from Princess Anne, a member of the International Olympic Committee, in a ceremony in the presence of the Queen.

Among the stars on show with double Olympic gold medallist Holmes were boxing silver medallist Amir Khan, cyclists Chris Hoy and Bradley Wiggins, sprinters Darren Campbell, Jason Gardener and Marlon Devonish - who won gold in the 4x100 metres relay - and equestrian star Pippa Funnell.

Pinsent said: "To win my fourth Gold medal at the home of the Ancient Olympics was an amazing experience. Now I have a chance to share the celebrations with the British public." As the crowds cheered the heroes of Athens, London 2012 bid organisers were busy ensuring the event showed how much widespread support there was for the capital's Olympic campaign as it enters its last crucial lap.

A huge 20 by 12 metre flag was unveiled in the square before travelling around London and the rest of the country to gather support as part of a "Back The Bid" week.

Celebrities, politicians and sports stars will sign the flag to demonstrate support before it is handed to the International Olympic Committee.

A spokeswoman for the London 2012 bid said: "We want to tap into the fact that we are such a passionate sporting country and hosting the Games will make the country incredibly proud.

"But we really do need the whole country's support. People registering their support with us will make a difference, and the IOC will be looking for it."