The boss of an outdoor trade body managed to buttonhole the Prime Minister to plug the upcoming Britain on Foot campaign.
A chance meeting in the corridors of power gave Outdoor Industries Association chief executive Andrew Denton the opportunity to fill David Cameron in on the importance of the scheme.
Britain on Foot, which will promote outdoor activities in the UK, will be formally launched at the Palace of Westminster next week.
But Mr Denton, who also sits on a steering group promoting visits to Britain, bumped into the coalition Government leader after a meeting of the GREAT campaign group in Downing Street.
The OIA chief is involved in promoting Adventure is GREAT which will promote the country as a place to visit for adventure, helping to raise the profile of outdoor activities in Britain. The Adventure is GREAT team has pledged its support for the Britain on Foot campaign.
He said: “After the end of the regular meeting, as I walked past the Cabinet Office, I noticed a familiar tall, suited gentlemen walking along the corridor.
“Seizing the opportunity, I thrust out my hand and greeted the Prime Minister. Mr Cameron was alone and waiting to do an interview.
“We had a few minutes together, during which we chatted about the recent Conservative Party conference and the Adventure is GREAT campaign.
“I was also able to mention the launch of Britain on Foot. The Prime Minister was charming, engaged and showed genuine interest in the project. Of course, it was a short and entirely informal meeting, but it represents another step in building political awareness of our industry and the huge value to the country of the outdoor economy.”
Britain on Foot will be revealed to an audience of outdoor industry leaders, national politicians and media during a special Westminster event next Wednesday. The invitation-only event will be used as a springboard to launch a long-term, high-profile campaign designed to get the British public fitter, healthier and happier by enjoying all sorts of adventures in the great outdoors.
The association is keen to hear from organisations who want to get involved in Britain on Foot. To discuss how to make a contribution to BoF and play a role in a campaign that the OIA said is seen as crucial for the industry, contact OIA marketing and communications manager Terry Stephenson by email or on 01539 445 558.