By Francesca James

A new drive to promote Britain abroad, as a place to visit and do business, was launched yesterday by the Prime Minister, David Cameron.

With the Royal Wedding this year, and London 2012 and the Queen’s Diamond Jubilee next year, the eyes of the world are on the UK. The Government is determined to seize this unprecedented opportunity to ensure that the 2012 Olympic and Paralympic Games are not only a spectacular celebration of sport, but also deliver a lasting economic legacy for the whole country, boosting investment, jobs and growth.

A new GREAT campaign, announced by the Prime Minister in New York, will focus on everything the UK has to offer as one of the very best places to visit, study, work, invest and do business. It will allow Britain to speak with one voice about the opportunities to invest in the UK and help to attract millions of extra visitors.

Mr Cameron said:

“In 2012 there will be only one place to be. With the Olympic and Paralympic Games coming to London next summer, the greatest show on earth is about to arrive in one of the world’s greatest cities.

“We are determined to make the most of this unprecedented opportunity to ensure we deliver a lasting economic legacy that will benefit the whole country.

“This campaign is simple. There are so many great things about Britain and we want to send out the message loud and proud that this is a great place to do business, to invest, to study and to visit.”

At least £1 billion in Olympic business boost:

The Prime Minister also announced plans today for a ‘Global Investment Conference’ for investors and business leaders to be held in London on the eve of the Games, an innovative programme of business summits including the ‘British Business Embassy’ highlighting key sectors for global growth, and an on-line ‘British Business Club’. The programme of business events will be delivered by UK Trade & Investment and is expected to generate, over time, at least a £1 billion boost for British business.

Vince Cable, Secretary of State for Business, Innovation and Skills, said:

“The Olympics is a tremendous opportunity to showcase the best of British. We want to demonstrate the great products we already offer the world, from Formula One racing cars to innovative aerospace technology and cutting edge fashion brands. And we want to highlight the opportunities for world-leading businesses with global ambition to invest and grow in Britain.”

Lord Green, Minister for Trade and Investment, added:

"I am determined that we make the most of 2012 to promote brand Britain and deliver long-term economic benefits for the whole country. The GREAT campaign will be an important part in achieving that goal. UK Trade & Investment's innovative programme of business engagement will, over time, deliver more than a billion pounds of additional revenue for British business.”

An extra four million visitors:

Tourism will be a key part of the GREAT campaign. The sector already contributes £115 billion each year to the UK economy and has the potential to be one of the fastest growing sectors in the years ahead. The Government aims to attract an extra four million visitors to the country over the next four years.

Jeremy Hunt, Secretary of State for Culture, Olympics, Media and Sport, said:

“With the eyes of the world on Britain in 2012, we have a fantastic opportunity to showcase everything that the country has to offer. The GREAT campaign will ensure that we make the most of London 2012 to boost tourism and business, leaving a lasting economic legacy from London’s Games.”

Some of GREAT’s supporters so far:

Marc Bolland, Chief Executive, Marks & Spencer: “As a true British brand, Marks & Spencer is proud to represent all that is great about Britain to our customers internationally.”

Colin Grassie, Chief Executive Officer UK, Deutsche Bank: “We are delighted to be associated with this exciting campaign and look forward to engaging with the Government on it.”

Jonathan Goodwin, Co-founder of the Founders Forum & PROfounders: “We are proud to be linked with this exciting campaign and will work with the Government to drive it forward.”

Steve Holliday, Chief Executive, National Grid: “We strongly support the aims of this campaign and will assist the Government where we can.”

Justin King, Chief Executive Officer, Sainsbury's Supermarkets Ltd: “We are delighted to support this exciting campaign. We want to play our part in putting the Great back into Britain.”

Julian Roberts, Chief Executive, Old Mutual plc: “This is an exciting campaign which we are delighted to be involved with; we will work closely with the Government to help achieve its aim.”

Angela Ahrendts, Burberry: “We applaud the vision of the new GREAT campaign. As a global brand with a proud British heritage, we fully support its aim of raising international awareness of the country’s unique assets and tremendous opportunities for inward investment.”

Tom Albanese, Rio Tinto: “We are delighted to be associated with this exciting campaign and look forward to engaging with the Government on it going forward.”

Dominic Murphy, KKR: "We think Great Britain is a GREAT place to invest."

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