Pete
The luncheon itself was hosted by the FPA (Foreign Press Association). They run these sorts of things from time to time (normally with a much less exciting guest list) and I often get invitations as an association member (I write for an international newswire and major broadsheet newspaper).
The purpose of the meeting, from the 2012 bid's point of view, was to communicate its progress through a collection of foreign correspondents (most of whom were European: French, Finnish, Danish and an Italian, if memory serves) in advance of the 6 July vote.
When I saw Lord Coe's name on the last email that came through, I naturally jumped at the chance. I don't really cover sports - I'm in business and finance - but there's enough of a "money" angle to the 2012 bid that I was able justify the 2.5 hour lunch.
I am hoping, however, that if and when London gets the bid, I can start maneuvreing towards athletics coverage with our sister organisation. (Fingers crossed)
Martin