The Gardeners' World Blog

London 2012 are to launch their new brand and logo on Monday and are attempting to use a bit of blogosphere buzz to generate a bit of heat around it.

Those who sign up at www.london2012.com are being given one clue per day (it is day two today) which leads them to a blog or social networking site where there is a video trailer which gives a hint to the “story of the brand”.

In the words of the PR guy who emailed me to tell me about the campaign, “the 2012 brand will embrace a lot of the principles of participation and democratisation familiar to those us in the blogosphere and in keeping with that, the 2012 people have agreed to launch the brand into the blogosphere before it is unveiled to an auditorium full of VIPs and the world's media.”

For yesterday’s clue I had to find: “the London-based blog (which) is passionate about its unique, biting brand of music, movie, TV, videogame and celebrity news, gossip and reviews”.
I was introduced to Hecklerspray as a result – but couldn’t find the video though I didn’t have time to try very hard I admit.

The MotoGP season is starting to get very busy indeed, with Mugello this weekend, Catalunya the next and then a week's break before the big one - the British Grand Prix at Donington Park on 24 June. Then we move on to Assen in Holland, Sachsenring and Laguna Seca in the US to come, before a well-earned summer break.

This weekend we’re at the Mugello circuit, deep in the heart of Tuscany. It's a picturesque place, at least until 130,000 bike fans descend on this small area. They camp in the hills around the circuit and have to be seen, and more importantly heard, to be believed. It’s an all-night party which seems to involve an endless revving of bikes. And it’s not just bikes. This lot even bring engines without the bikes, just to add to the noise.

It also means it’s impossible to get out of the circuit on Sunday night. The first year the TV team stayed in Florence, which is about 60 miles away, and it took a ridiculous nine hours to get back to our hotel! Now, we stay closer to the track and leave the cars in a nearby village, then walk for about an hour to get in. And people think this life is glamorous!

Thanks for all your comments about our TV coverage of last weekend's London leg of the IRB World Sevens.

I think the event was a success, and despite the lousy weather there was a crowd of more than 20,000 for the finals day on Sunday. Wales fared best of the home nations reaching their first ever semi-final at a World Sevens event.

New Zealand's victory over Fiji in the final means that they still have a chance of beating the South Sea islanders to the overall world title with the last leg of the series taking place in Edinburgh this weekend.