Stars needed for Olympic bid

London Olympic bid chairwoman Barbara Cassani today called on stars from the entertainment world to add razzmatazz to the city's campaign for the 2012 Games.

The 42-year-old American said she had already spoken to Cherie Blair and former Olympic middle-distance champion Seb Coe about using their high profiles on the political and sporting stage to promote the bid.

But Cassani, who was appointed on Wednesday, clearly wants to make the bid sexy as well as serious. The former chief executive of budget airline Go said she would be delighted to have big names from pop music, stage and screen to back London's campaign as they travel the world.

"We want to cast a wide net and encourage people to explain to the world what a great place London is. That is at the heart of the bid," she said. "We want to show it is a dynamic city. We would love the support."

Although she did not identify the stars who would be asked to get involved, there are scores of personalities associated with London and Britain who would add glamour to the bid such as Pierce Brosnan, Kate Winslet, Liz Hurley, Michael Caine and George Michael.

Foreign stars who have made London their home, such as Madonna and Kylie Minogue, could also provide a huge bonus to a bid run by a Boston-born businesswoman who married a British banker and settled in Barnes.