Victoria Beckham has been signed up by tourism body VisitBritatin to promote Britain’s fashion heritage.
Its ‘Great’ campaign, which will underline the UK’s fashion credentials, aims to increase visitor spend by £2.3bn over the next four years.
According to reports, celebrity fashion designer Beckham will be part of a short film in support of the campaign. The film will also feature one of her designs, manufactured in the UK.
Beckham’s involvement in the campaign was revealed at New York Fashion week when a Great branded subway train was unveiled at Grand Central Station.
Vogue editor-in-chief Anna Wintour is also supporting the campaign, while British government has contributed £25m to the initiative, which will include outdoor advertising, TV advertising and digital executions.
The campaign will run in 14 cities worldwide and will aim to capitalise on 2012 being the year of the Olympics and the Queen’s Diamond Jubilee here in Britain.