London: Prime Minister David Cameron has
stepped up efforts to revive Britain`s image, tarnished due to
recent riots and lootings, among foreign tourists and business
To remarket Britain abroad the Prime Minister will unveil
his new GREAT campaign on Wednesday during a visit to New
It comes amid grim economic times and images of last
month`s rioting that damaged the country`s reputation around
Cameron is enlisting business leaders to help "showcase"
"Next week in New York I will launch the GREAT campaign,
which aims to promote Britain as a place to visit and do
business to a worldwide audience," Cameron wrote in a letter
to chief executives seen by The Sunday Telegraph.
"Like London, New York is a truly global city, and is
therefore a fitting place to launch such a campaign. But
before I travel, I want to speak to you about GREAT," he said.
"Great British businesses and businesspeople are our
nation`s global ambassadors.
"In 2012, with the eyes of the world on us thanks to the
Olympics and the Diamond Jubilee, we have a fantastic
opportunity to showcase our country to the world. We must take
it. So I hope that you will work with us as partners in the
months ahead," he wrote.
The move represents a significant shift from the "broken
Britain" rhetoric used by Cameron as leader of the opposition.
It comes at a time when ministers are desperately seeking
plans to boost growth amid signs the country`s economy is
flatlining and amid fears of a double-dip recession.
Many economists and MPs predict even worse times will
follow because of the financial crisis gripping the eurozone
group of countries, which include some of Britain`s major