VisitBritain partners with NBC to 'showcase Britain' during Games

Boxers at Borough Market (Picture: VisitBritain/Craig Easton)
Boxers at Borough Market (Picture: VisitBritain/Craig Easton)

Tourism body VisitBritain is partnering with American television network NBC to "showcase Britain" during the London 2012 Olympics.

Speaking at the ABTA travel convention, VisitBritain chief executive Christopher Rodrigues said that NBC will be one of the broadcasting partners covering the games. Other international broadcasting partners have yet to be confirmed.

He said: "With 4.5 billion people watching the games, our objective is to showcase Britain and work with the host broadcasters around the world to take this opportunity to tell Britian's story."

However, a VisitBritain spokesman denied a deal had been done, stating: "There is no formal contract with NBC but we have developed a strong relationship with the organisation. We are working closely with them in the lead up to the Games to help support a number of broadcast projects they are preparing to run in connection with the Games."

VisitBritain is one of the Government quangos to escape being axed, though its budget will be cut. The Government announced yesterday that VisitBritain will have its budget cut by 34%, a cash reduction from £26.5m to £21.2m for 2011/2012.

Referring to the cuts, Rodrigues said: "This is the biggest opportunity we've had to market the country as a destination for years. We'll have to pedal a little bit faster."

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