She may have once been an ambassador of girl power, but now Victoria Beckham has a new mission to share. The British pop singer turned designer and soccer wife will promote UK tourism as an ambassador for the "GREAT" Britain Campaign.
Her participation was announced Wednesday at a photoshoot in New York's Grand Central Station. A "GREAT"-branded subway train was also revealed.
Anticipating the influx of tourists due to the 2012 Olympics in London, the "GREAT" campaign's objective is to promote the UK abroad. Beckham's role will take it's cue from her fashionista status.
“As one of Britain’s major fashion icons, Victoria Beckham’s involvement with the ‘GREAT’ Campaign will bring even more attention to Britain’s world-renowned fashion designers, the magnificent range of shopping on offer and our distinctive British style.” said British Ambassador to the United States, Sir Peter Westmacott, in a press release. Beckham, whose ready-to-wear designs are handmade in the UK and sold internationally, will shoot a short film for "GREAT." The campaign will also feature one of her designs.
Fashion makes up a large piece of the British tourism pie. And, according to Sandie Dawe, chief executive of VisitBritain, shopping and fashion are a major interest among American visitors to the UK.