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BBC Worldwide, the commercial arm of the BBC, and VisitBritain, the UK’s national tourism agency, have announced a new partnership to launch a dedicated content portal, known as BBC Britain, which will tell a compelling story of modern Britain.British Airways, one of the world’s leading global premium airlines, has been confirmed as the first company to join the partnership.Sitting within BBC.com, the international version of BBC.co.uk, BBC Britain will combine specially commissioned articles, videos and images with relevant content drawn from across BBC.com’s specialist feature sites, including BBC Culture, BBC Future, BBC Travel, BBC Autos, BBC Capital and BBC Earth.The site’s innovative approach brings to life the UK’s global appeal, taking a balanced and objective look at the story of modern Britain, from London Fashion Week to journeys through the Yorkshire Dales, from Shakespeare to iconic contemporary British businesses, brands and people.

Joining forces for the first time, the three partners already have similar missions to bring the best of British to an international audience, via BBC. Worldwide showcasing the best UK creative content, VisitBritain’s promotion of the UK’s attractions or British Airways bringing to life British design and customer service.BBC Worldwide will have full editorial control over the site.VisitBritain and British Airways will have all the advertising inventory around the BBC Britain content, which will be populated with joint collateral.