18 March 2011: When it comes to selling the East London borough of Newham, the toughest audience is Londoners themselves. Decades of industrial decline, joblessness, social deprivation and crime place it far from the British capital’s glittering West End. Jeremy Clarkson, a popular British television presenter, once described Newham as so far East “that it might as well be in Poland.” But decades of investment are starting to pay off: this year, Clarkson has chosen to bring the live arena show of his popular TV series Top Gear to the ExCel centre, Newham’s 100,000 square metre international exhibition centre.

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