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Norfolk Business Awards 2018

Cromer crab fisherman fronts global campaign to promote Great Britain

Richard Davies fronts the Visit Britain 'I Travel For...' Campaign. Picture: Cromer, Norfolk, England Getty Images ©Dan Burn-Forti

Richard Davies fronts the Visit Britain 'I Travel For...' Campaign. Picture: Cromer, Norfolk, England Getty Images ©Dan Burn-Forti

©Dan Burn-Forti

A Cromer crabber is making headlines as he fronts a global campaign for Britain’s national tourism agency.

The crabber is pictured on a typically windy beach, clad in waterproofs with his boat in the background.

His image will be used for the ‘T Travel For...” campaign, which uses short films and story-telling to highlight the lesser known hotspots in Britain, as well as the iconic landmarks.

The Cromer Crab fisherman represents the I Travel for Food and Drink category, thanks to the fresh crab and lobster he is holding in his hands.

A spokesperson for the organisation said: “Our campaign is shining the spotlight on the fantastic destinations and less-explored locations and experiences across Britain, including the outstanding variety of coastal and seaside locations such as Cromer.”

The campaign also showcases parts of the capital city, as well as historical landmarks such as Stone Henge,

VisitBritain’s chief executive Sally Balcombe, said: “Tourism is one of the UK’s most valuable export industries, driving economic growth and creating jobs right across Britain.

“It is also a fiercely competitive global industry and we are seizing the opportunity to build on the strong growth we have seen, showcasing that Britain is bursting with fun activities, adventure and wonderfully unexpected experiences to come and discover all year round.

“By shining a spotlight and telling the stories of Britain’s exciting and contemporary culture, innovations in food and drink, the beauty of our countryside and vibrancy of our cities, we want to inspire even more international visitors to book a trip right now.”

VisitBritain’s I Travel For... campaign is part of the UK Government’s GREAT Britain campaign, which promotes the UK internationally as a place to visit, study, invest and do business.

The digital campaign is launching across social media channels from February to April in countries including Australia, France, Germany, the US, China and India.

Visit Britain added@ “The campaign has been developed based on our global research into people’s motivations, passions and inspiration for travel including adventure, fun, relaxation, discovery, culture, food and drink and the unexpected.

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