Exclusive: Coe to lead post-London 2012 GREAT Britain campaign
Thursday, 06 September 2012
September 6 - London 2012 chairman Sebastian Coe will lead the GREAT Britain campaign, promoting the country as a great place to visit, study, work, invest and conduct business following the Olympics and Paralympics, it has been revealed.
The campaign, launched by Prime Minister David Cameron last year, is designed to use the success of London 2012 to flaunt Britain's capabilities, to enhance its reputation abroad and to maximise the economic potential the Games has produced.
Alongside Great Britain's fantastic medal collection, the Games have provided a platform for the country to rejuvenate its investment potential on all levels.
"Hosting an Olympic and Paralympic Games gives you a fantastic opportunity to rebrand the country," said Hugh Robertson, Minister for Sport and the Olympics, here today when he addressed the Global Sports Business Summit.
"It can completely alter at a stroke the way in which the rest of the world looks at you.
"We are now the repository of how to make it work.
"It makes sense for Seb, as the most recognisable face of the Games, to front the post-Olympic campaign."
It is the second major role Coe has agreed to take on after London 2012 following his appointment last month by the Prime Minister David Cameron as his Olympics legacy ambassador.
Coe will advise the Prime Minister on how best to secure the long-term benefits of hosting the Games, particularly focusing on the economic and business benefits from putting on such a successful Olympics.
There appears to be a desire that Britain will use the Games as a starting point and not a finishing point to drive forward the country's international perceptions, while helping to deliver a long-term boost to trade and tourism.
"We will go back to the same markets we used pre-Games to launch the campaign," Robertson added.
"In terms of sporting events we have a lot of potential.
"We have learnt a lot of new skills and have an export experience to offer the rest of the world.
"It is a complicated business to succeed in hosting a big event.
"For us one of the strongest points of our success is our cross-party relationships.
"You cannot deliver an event of this size without cross-party support.
"If this isn't present, then the tone drops and you lose public support."
The GREAT Britain campaign supports the marketing and public mediation efforts of UK Trade & Investment (UKTI), Visit Britain, a national tourism agency focused on the enhancing Britain's visit economy, as well as the British Council, the Foreign Office and other Government departments overseas.
The three-year campaign will run throughout the rest of 2012 and 2013 and has already featured in major capital cities including New York, Los Angeles, Melbourne, Delhi, Tokyo, Shanghai, Hong Kong, Vancouver and Toronto, as well as the next Olympic and Paralympic host, Rio de Janeiro.
August 2012: British Government trumpets a "truly great Games" through GREAT Britain promotional campaign
April 2012: British Prime Minister uses trip to Tokyo to send message to Japanese athletes for London 2012
February 2012: Government backs £125 million "biggest, longest ad for Britain"
September 2011: David Owen - The great Olympic ambush - led by David Cameron
September 2011: Cameron launches drive to maximise £1 billion economic gain from "greatest show on earth"