Katherine Jenkins will lead a renewed drive to attract international visitors to Britain and will be at the heart of VisitBritain’s upcoming Countryside is GREAT campaign, as part of the GREAT Britain Campaign.
In the lead-up to VisitBritain’s Countryside campaign launching in September, Katherine will be collaborating in a range of exciting projects showcasing the best of the UK’s Culture and Heritage. Katherine will be performing at the GREAT Festival of Creativity in Istanbul in May, which will promote the UK’s unique position as a hub of culture and creativity. Katherine will also be touring the UK giving special outdoor concerts throughout the Summer of 2014, with international appearances in the USA in the Autumn. Later in the year, an exclusive creative collaboration inspired by the GREAT campaign will be unveiled.
Katherine joins an impressive cast list of Britain’s top talent who have worked with the GREAT Britain Campaign – which encourages the world to visit, study in and do business with the UK - including Oscar-winning director Steve McQueen, Lewis Hamilton, Sir Richard Branson and Dame Vivienne Westwood.
Katherine Jenkins said: "It is a privilege to be an ambassador for the GREAT campaign, helping showcase our glorious country through music. Britain offers overseas visitors a place alive with culture and blessed with stunning scenic beauty for all to come and enjoy. I’m looking forward to working with VisitBritain and the GREAT Britain Campaign to bring the best of Britain to the rest of the world.”
Sandie Dawe, CEO of VisitBritain, said: “Katherine Jenkins represents our finest home-grown talent and we’re honoured to have her promoting the best of Britain. Hosting the Olympics has given us a big image boost around the world and we are now building on this to increase visitor numbers and spend. This campaign aims to increase both the visibility of our countryside and the revenue that international visitors bring to the rural economy.”
Conrad Bird, Director of the GREAT Britain Campaign, said: “British creative talent has produced some of the world’s best music. Katherine Jenkins is a powerful symbol of this talent, and shows in no uncertain terms why Wales, where she hails from, is known as the land of song. I am delighted that she has offered to support the campaign and our country by working with us.’’
Minister for Tourism, Helen Grant, added: "Katherine is a wonderful British talent with a reputation on the world stage that is going from strength to strength. I am delighted that she is playing a major part in promoting Britain to the world, particularly our stunning rural regions that will enchant overseas visitors. Our tourism sector is performing strongly, with record numbers of visits and spend and now it’s about keeping this momentum up.”
For more information contact:
VisitBritain Media Teampressandpr@visitbritain.com