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Country Life to launch Rural Britannia to celebrate the Olympic Opening Ceremony

Four Communications has been appointed to handle a PR campaign for Country Life magazine  following the announcement  that the London 2012 Olympic Opening Ceremony is to portray a 'green and pleasant land'.

The IPC Media magazine will be rolling out Rural Britannia, a celebration of  the British countryside in Country Life  and online at,  and also by providing expert commentary in the UK and international media.

Film maker Danny Boyle, who is directing the Olympic Opening Ceremony on 27 July, has revealed that the Olympic Stadium will be transformed into "the British countryside" with a backdrop featuring farmyard animals and British landmarks such as Glastonbury Tor.

Mark Hedges, editor of Country Life, said: “The  London 2012 Olympics is providing a global window for the British way of life and we are thrilled that the British countryside is being celebrated as part of it. I was once invited to the Japanese embassy in London and during my visit was asked how much people pay to live in the countryside.  Tourists from all over the world flock to the Cotswolds, the West Country, Cumbria, East Anglia and other areas of outstanding natural beauty. The countryside is a major asset for the UK and Country Life will be showcasing the rural way of life at its very best.”

Four Communications has worked with Country Life magazine since 2007 on both a retained and project basis.  The Country Life PR team, headed by director Marion Hardman, is currently promoting Gentlemen’s Pursuits, the latest book from the Country Life archive, published by Simon & Schuster.

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