VisitBritain signs up sports legends

VisitBritain has signed up three sporting champions to promote Britain overseas in its latest series of celebrity videos.

boris becker

Former Wimbledon champion Boris Becker, world heavyweight boxing champion title holder Lennox Lewis and Ryder Cup winning captain Colin Montgomerie have all produced a personal film about what makes Britain special for them.

The films mark the last phase of the national tourism agency’s global GREAT campaign, which has the aim of attracting an extra 4.6m visitors by 2015 spending £2.3bn.

The unveiling of the films comes ahead of the London 2012 Olympic Games and VisitBritain is also keen to signal other forthcoming sporting events in the UK, such as the Rugby League World Cup in 2013, the Commonwealth Games and Ryder Cup in 2014 and the World Athletics Championship in 2017.

The celebrity videos will be shown across all of VisitBritain’s digital channels, including and They will also be posted on LoveUK, the body’s Facebook page.

Other films under the “GREAT Britain – You’re invited” banner have featured Jamie Oliver, Rupert Grint and Dame Judi Dench.

Chief executive Sandie Dawe says: Britain’s sporting heritage is being highlighted this year like never before, helping us to showcase welcoming, exciting Britain. This puts us on the wish list for visitors from new growth markets in Asia and Latin America and goes a long way to help revitalise our appeal in core markets such as Europe and the USA”.

Latest inbound visitor numbers for April are strong with a record 2.9m visits spending £1.4bn, both figures are up 10% year on year. Of the visitors, 1.2m came for a holiday, up 5%.

Overall up to end of April 2012 there has been a 6% increase in visits and a 5% increase in spend compared to the same period last year.




Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now


Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email

If you are looking for our Jobs site, please click here