PM tries to revive Britain's image post-riots
Prime Minister David Cameron is to attempt to relaunch Britain's international image in the wake of urban riots, in a bid to attract investors and tourists, The Sunday Telegraph newspaper said.
Citing a letter to chief executives, the broadsheet said Cameron would launch the new campaign on Wednesday during a visit to New York.
Images of the violence, arson and looting that broke out in London last month and spread to other major English cities were seen around the world.
The Sunday Telegraph said figures in Cameron's Downing Street office were concerned by a lack of trade activity around next year's London Olympics, and want the event to be a catalyst for trade deals, thus providing a springboard for British business.
Cameron is enlisting business chiefs to help showcase Britain and many will attend a Downing Street reception on Monday before the New York campaign launch.nch the GREAT campaign, which aims to promote Britain as a place to visit a
"Next week in New York I will laund do business to a worldwide audience," Cameron wrote in a letter to chief executives seen by The Sunday Telegraph.
"Like London, New York is a truly global city, and is therefore a fitting place to launch such a campaign. But before I travel, I want to speak to you about GREAT.
"Great British businesses and businesspeople are our nation's global ambassadors.
"In 2012, with the eyes of the world on us thanks to the Olympics and the Diamond Jubilee, we have a fantastic opportunity to showcase our country to the world. We must take it. So I hope that you will work with us as partners in the months ahead."
Cameron will also attend the United Nations General Assembly during his New York visit.
Since his coalition took office in May 2010, Cameron's government has tried to reach out to potential new business markets such as India in a bid to boost sluggish growth at home as the kingdom tries to deal with its record deficit.
© 2011 AFP