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@Oliver Schick
Ha, well, you can either go for an acronym (try to think of a suitable word with 'ec' in it and then construct an acronym around that--time-honoured method of campaigns everywhere :) ), or think of a pun. The only one I can think of off the top of my head is something with 'swirl', as in: people are currently swirling around the gyratory, but I can't think of a way of putting that in 'Earl's Court' without it sounding silly. I might think of something better later.