Victoria Beckham has been recruited by Visit Britain, the UK’s national tourism agency, to act as an international ambassador for the “GREAT Britain” campaign and to help promote the best of Britain around the world. One of the goals of this campaign is to bring more attention to British fashion and designers. According to Prime Minister David Cameron, the country’s fashion industry contributes over 20 billion pounds to the British economy every year. As well as being Britain’s major fashion icon, Posh’s role as a designer is also very significant, with her ready-to-wear collection being sold in over 300 retail stores across the globe.

Victoria Beckham, Sir Peter Westmacott and Anna Wintour

Her new role was announced at the campaign’s launch event a few days ago in New York. The former Spice girl, Vogue’s Anna Wintour, British Ambassador Sir Peter Westmacott and other fashion icons gathered at the Grand Central tube station to take a promotional photo shoot for the campaign, showing the Grand Central shuttle train wrapped in the Union Jack with "THIS IS GREAT Britain" written across it.

British fashion is a large contributor to the UK’s international tourism industry, with the US being the country’s most important market in terms of visitor spending. “Both shopping and fashion rank high amongst Americans’ interests when they visit Britain,” said Sandie Dawe, chief executive of VisitBritain. As part of the campaign, which includes television commercials on major networks and in New York taxis, travellers at JFK, LAX and Boston Logan airports will also be welcomed by “GREAT Britain” posters.

The new campaign is part of the UK Government’s drive to make the most of the country being in the world spotlight this year with the London 2012 Olympic Games. “As the UK gears up for the London 2012 Olympic and Paralympic Games and The Queen’s Diamond Jubilee, there’s no better time to celebrate the best that Britain has to offer,” said Sir Peter Westmacott.