Samsung and Visit Britain Appeal To UK Visitors With The ‘Best Of Britain’ App

Top attraction and destination guides for a more enjoyable UK experience

LONDON, UK, 27 January 2012 – Today, Samsung Electronics Co. Ltd, a market leader in consumer electronics and Worldwide Olympic Partner in the wireless communications equipment category, announced the launch of ‘The Best of Britain’ mobile application in partnership with VisitBritain, the national tourism agency.

The app launch realises an agreement announced in 2010 between the two organisations to celebrate the London 2012 Olympic and Paralympic Games by providing visitors with a wide scope of social, cultural, fun and enriching experiences during their stay in the UK. The Best of Britain app focuses on making fresh content supplied by VisitBritain accessible to users of the Samsung GALAXY smartphone and GALAXY Tab ranges.

With 30.7 million visitors predicted to visit Britain during 2012, the Best of Britain app presents visitors with the ultimate tool for planning their trip with instant access to the best things-to-do, combined with functionality that's simple, interactive and enriched with the best of British culture.

Smartphone usage is expected to increase further into 2012, so a mobile app provides a simple solution for showcasing the diverse range of museums, attractions, restaurants, bars, arts, entertainment and nightlife the UK has to offer. Samsung and VisitBritain plan to supplement The Best of Britain app with content about the Olympic Torch Relay and Olympic venue destinations this year. It is expected that through delivering rich, compelling content directly to the handset, an opportunity is created for visitors to maximize their experience in the UK, all at the touch of an app. The initiative is yet further evidence of VisitBritain’s continued focus on attracting more visitors to the UK before, during and after London 2012.

Sunny Hwang, Vice President & Head of Worldwide Sports Marketing, Samsung Electronics, commented, “This is a perfect example of an Olympic Worldwide Partner and the host country tourism board working together to create a more fulfilling Games experience for the millions of people who will be touched by the London 2012 Olympic Games this year.”

“Samsung and VisitBritain are enabling visitors to feel closer to the Olympic and Paralympic Games, embracing a shared ambition to create a lasting legacy. Samsung will continue to develop its relationships with other Olympic partners to progress its goal for London 2012 to be ‘Everyone’s Olympic Games’ where everyone can enjoy, take part in and share the Olympic Games experience, using smart technologies.”

Laurence Bresh, Director of Marketing at VisitBritain commented: “The launch of the Best of Britain app brings a unique insight into Britain in 2012 to Samsung device owners across the world. We expect that the events of London 2012, from the Olympic & Paralympic Games to the Queen’s Diamond Jubilee, will inspire many to come to Britain, and we know that those already planning their visits will find the Best of Britain App to be invaluable both before they travel and when they arrive.”

The Best of Britain App Key Features include;
• Near Me – Never again will you miss an experience that’s right in front of you or not far away
• Eating & Drinking – Hungry, thirsty, vegetarian, or pescatarian? Search the best in British cuisine and use the map to direct you there
• Search – Whether it’s the finest British tea or the best place to hire a surfboard, everything is available at the slide of a screen
• Destination Guide - An in-depth guide to the hundreds of must-see villages, towns and cities around the UK
• Top 10 – Rely on dozens of Top 10 lists to discover the best shops, restaurants, bars, and explore the very best of your favourite activities

To showcase the full experience available through the Best of Britain app, Samsung and VisitBritain have created a demonstration video to illustrate the features of the app in a fun and informative way to encourage visitors to create an enriching British experience. View the video at www.visitbritain.tv

With worldwide access to the Best of Britain app via Samsung’s App store, visitors are encouraged to download the app for free before arriving in the UK to ensure every precious moment is spent enjoying their unique Olympic experience. Download The Best of Britain app at www.samsungapps.com