David Beckham and Wayne Rooney attended the bid launch at Wembley
The chief executive of England's bid to host the 2018 or 2022 World Cup is optimistic of success but says they must not fall victim to arrogance.
Andy Anson says lessons have been learned from the unsuccessful attempt to host the 2006 competition.
While praising England's stadia and passion for football, Anson made it clear that attitudes have to change.
"We cannot be arrogant or complacent. This campaign has to be about working hard," he told BBC Radio 5 Live.
"One of the things we learned from the last World Cup bid was we were perceived to be arrogant around the world in how we presented ourselves.
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"The tone of this campaign has to be different. We will certainly not be saying that football is coming home. It was an arrogant slogan."
England's launch party, hosted by the BBC's Adrian Chiles, was held at Wembley Stadium on Monday and attended by past and present England players, including Sir Bobby Charlton, Sir Geoff Hurst and Wayne Rooney, as well as Prime Minister Gordon Brown.
Speaking at the launch, the chairman of the Football Association, Lord Triesman, said: "We in England would be truly honoured to host the World Cup and welcome the world.
"We have first-class grounds. We've got good transport links, domestically and internationally. We've got excellent accommodation. England would be truly honoured to host the tournament."
"The positive effect of hosting the World Cup will be felt right through England," he said.
"It will be the pride, the prestige, excitement of hosting, giving the whole population the opportunity to experience world-class football on their doorstep.
"There will be economic benefits across the whole country and there will be the inspiration it will give to grass-roots football, creating a new generation of home-grown talent.
"What could be more inspiring than the dream of England winning the Fifa World Cup on home soil, and fuelling the passion for football that we knows burns in hearts and pitches the length and breadth of this country?"
Politicians from all three major parties gave their backing to the bid at Monday's launch, either in person or by video.
"This Government is fully committed to this bid," said Prime Minister Brown, who was at Wembley.
"It would be an absolute privilege to host this fantastic sporting event and I know this country, with its first-class stadiums and tremendous passion for football, would host an incredible tournament.
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"It's fitting that we are launching the bid in England, the home of football, and at Wembley - the greatest stadium in the world."
There was something of a public-relations embarrassment after it emerged British National Party politician Richard Barnbrook was at the campaign launch.
An England 2018 spokesman confirmed the presence of a member of the right-wing party and said: "All elected members of the GLA (Greater London Authority) were invited to the launch.
"We recognise that the presence of one elected member, who is playing no part in the England 2018 bid, has caused offence and we apologise. He should not have been present at the event and will not be at any in the future."
Fifteen English cities have been short-listed as prospective venues for matches.
They comprise Hull, Leeds, Liverpool, Manchester, Newcastle, Sheffield and Sunderland in the north, Birmingham, Derby, Leicester and Nottingham in the Midlands, and Bristol, London, Milton Keynes and Portsmouth in the south.
Fifa will decide who hosts the 2018 and 2022 tournaments in December 2010.
The decision rests with Fifa's 24-man executive committee. Spain and Russia are expected to be England's main rivals in Europe, while the US and Australia are among the other countries bidding.
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