It has secured key 'public information' advertising space, through the COI, to run a series of promotional ads using donated airtime.
The activity is intended to drum up good feeling across the UK ahead of a visit to London by the International Olympic Committee evaluation team, which visits each candidate city.
During these visits, the exact dates of which will not be revealed, a poll will be conducted to evaluate how much national support each bid has garnered beyond the bid city.
London 2012 has worked with the BBC to develop 30-, 60- and 120-seconds ads that will use the theme of the UK's passion for sport. The executions will feature inspirational moments from British Olympic history, including the stars of Athens 2004 and every gold medal win since 1948.
The ads will appear on mainstream channels as well as Granada Plus, Eurosport, Bravo and Challenge TV.