VisitBritain, Britain’s national tourism agency, has announced the launch of its 'Goodwill Ambassador' programme in conjunction with its four-year global ‘Britain You’re Invited’ campaign.

The 'Britain You’re Invited,' campaign is backed by a public-private partnership funding of £100 million ($162.7 million) and aims to attract and invite visitors from all over the world to visit and explore the destination, said a statement from VisitBritain.

Karan Johar, top Bollywood filmmaker, Asha Gill, well-known Asian TV presenter and Alex Hua Tian, leading 2012 Olympic, Paralympic Games Event Riding candidate were introduced as “Goodwill Ambassadors” by Sandie Dawe, VisitBritain’s chief executive.

Apart from the upcoming mega-events such as the Queen’s Diamond Jubilee and the 2012 Olympic and Paralympic Games, Britain has much to offer visitors from India and the rest of the world, it added.

Speaking at the launch, Dawe said, “Britain welcomed over 4 million visitors in 2010 from the Asia Pacific and Middle East and Africa region. These travellers spent approximately £4.5 billion during their travel to Britain.'

'As one of our major growth regions, Asia will be a key area for the global roll out of the ‘Britain You’re Invited’ campaign,' he added.

Speaking at the event, Laurence Bresh, VisitBritain’s marketing director said, “We are delighted to have these ambassadors join us in our campaign to invite the world to celebrate with us in Britain. They are great representatives in their respective fields, and we hope that potential visitors will find their personal stories of Britain highly inspiring.'

'We are grateful that they’ve come onboard on a goodwill basis to share their stories with the rest of the world,' he added.

Asian ambassadors

The three Asian goodwill ambassadors all share one thing in common - they were all, in some way, inspired by Britain in their respective fields, remarked Dawe.

Karan Johar’s career was shaped by his early films, some of which were filmed in Britain and gained massive success in India and worldwide.

The successful filmmaker said, “Britain has a certain soul that film cannot capture; you have to be there to experience it. No matter where you’re from or what your likes and dislikes are, Britain has not just a little something, but a lot for everyone,' said the ace filmmaker.

'Being a creative person, what I appreciate the most is the importance, respect, and attention given to the arts, be it West End theatre, the museums, the art galleries, or individual street performers, we all have a place here,' he added.

Asha Gill, who began her career in Britain’s media industry and eventually gained fame as a veejay on Channel [V], is drawn to Britain’s music scene.

She said, “Music is such a powerful voice in Britain. It is one of the best countries for the vast amount of music venues that you can actually go to, from outdoor music festivals, to clubs or pubs, you’re never short of a good night out, whether in arts or music world.”

Olympic Chinese event rider Alex Hua Tian, who currently trains and lives in Britain, really sees the destination as the home of his sport, Eventing.

'It's a great opportunity to promote the best Britain has to offer, especially the thrilling sport of Eventing, which take place in the most beautiful settings in UK. The '12 London Olympics equestrian is being held at Greenwich Park – what a wonderful location,” he added.

The ‘Britain You’re Invited’ is part of VisitBritain’s four-year marketing programme, which will run over four years in three phases – the twelve months in the run up to the Games; the Games themselves; and the period after, converting the interest generated by the media exposure in the run up to and during the Games into bookings.-TradeArabia News Service