LONDON (AP) — Britain’s Culture Secretary Jeremy Hunt launched a major campaign on Thursday to attract an extra 4.6 million tourists to the U.K. through advertisements in 14 cities worldwide.

VisitBritain, the main U.K. tourism association, said the goal of the campaign, dubbed “GREAT,” is to maximize the tourism and business potential generated by Britain’s hosting of the 2012 Olympics.

“We have long recognized that 2012 will present us with a once-in-a-lifetime opportunity to build a solid tourism legacy,” said VisitBritain’s Chief Executive Sandie Dawe in a statement.

VisitBritain said it hopes the campaign will spur 2.3 billion pounds ($3.6 billion) in tourist spending.

“We are taking the fight for the tourist pound right to our competitors’ doorsteps, with a sales assault on the 14 biggest and most lucrative tourism markets around the world,” Hunt, the culture secretary, said. “Right across the world, there will be no escape from the message that Britain is great.”

The ads will roll out in New York starting Monday and later pop up in 14 cities around the world, including Beijing, Los Angeles, Mumbai and Toronto.