January 25 - Worldwide Olympic Partner Samsung Electronics have announced the launch of "The Best of Britain" mobile application, in partnership with national tourism agency visitBritain, to provide visitors to the London 2012 Games with a wide scope of social, cultural and fun experiences during their stay in the UK.
The launch realises an agreement announced in 2010 between the two organisations to celebrate the London 2012 Olympics and Paralympics, with the Best of Britain app focused on making fresh content supplied by visitBritain accessible to users of the Samsung Galaxy smartphones and Galaxy Tab ranges.
The Best of Britain app aims to engage with the majority of the 30.7 million visitors predicted to visit Britain during 2012 with smartphone usage is expected to increase further this year.
"This is a perfect example of an Olympic Worldwide Partner and the host country tourism board working together to create a more fulfilling Games experience for the millions of people who will be touched by the London 2012 Olympic Games this year," said Samsung Electronics vice-president and head of worldwide sports marketing Sunny Hwang.
"Samsung and visitBritain are enabling visitors to feel closer to the Olympic and Paralympic Games embracing a shared ambition to create a lasting legacy.
"Samsung will continue to develop its relationships with other Olympic partners to progress its goal for London 2012 to be 'Everyone's Olympic Games' where everyone can enjoy, take part in and share the Olympic Games experience, using smart technologies."
Samsung and visitBritain plan to supplement The Best of Britain app with content about the Olympic Torch Relay and Olympic venue destinations this year.
"The launch of the Best of Britain app brings a unique insight into Britain in 2012 to Samsung device owners across the world," said director of marketing at visitBritain Laurence Bresh.
"We expect that the events of London 2012, from the Olympic and Paralympic Games to the Queen's Diamond Jubilee, will inspire many to come to Britain, and we know that those already planning their visits will find the Best of Britain App to be invaluable both before they travel and when they arrive."
The Best of Britain App includes directions to Britain's top restaurants, an in-depth guide to the hundreds of must-see villages, towns and cities around the UK and top ten lists to discover the best shops, restaurants and bars.
The Best of Britain app is available to download here.
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November 2010: Samsung to use new rival to Apple to help VisitBritain promote London 2012