David Beckham and Lennox Lewis to make Britain post-Olympic success

July 11th, 2012

VisitBritain has enlisted the help of sporting legends such as David Beckham, Lennox Lewis and Boris Becker as it prepares for a post-Olympic marketing blitz.

The official British tourist board is determined to learn from the mistakes made by previous Olympic host cities to ensure London and the rest of the country see the maximum benefit from the Games.

Earlier this week, David Beckham revealed his top 10 tips for tourists visiting Britain and now former boxing champion Lennox Lewis, Wimbledon master Boris Becker and Ryder Cup-winning captain Colin Montgomerie have taken part in a new marketing push.

“It is great to know these guys want to promote Britain. Some of them come to us because they have seen what we have done with Dame Judi Dench and Jamie Oliver,” said mark Di-Toro, a spokesman for VisitBritain.

“David Beckham earlier this week gave us some of his top tourist tips, so he has come on board.”

A surge of tourists are set to arrive in London when the Games begin at the end of July, but VisitBritain’s focus has now turned to ensuring people holiday in the capital in the months and years after the Olympic Torch has gone out.

“It is exactly the role of VisitBritain and our tourist partners in London and across the country to not necessarily worry about Games activity, but to focus on promoting and highlight the attractions or the areas the Games are in,” said Di-Toro.

“For this year we have had the huge profile of the Diamond Jubilee, the Olympics and World Pride, which is a massive event globally, in London.

“We are rolling out a huge marketing campaign as soon as the Games are finished in September to get people to book their holidays.

“We are learning from past Games where this has not been done.”

Beckham’s tips for tourists included taking a look around the state apartments at Buckingham Palace during the summer months and visiting Tony Lane’s pie and mash shop in Waltham Abbey, Essex.

Meanwhile, east London-born Lewis urged tourists not to miss out on another Great British dish – fish and chips.

Lewis, speaking about the benefits the Games can bring to host cities, said: “Every time the Olympics come to a city they reinvigorate it.

“New transport links in east London are great, but even when the Olympics leave we’ll see better housing and a better way of life.”

David Beckham and Lennox Lewis to make Britain post-Olympic success

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