In May 2007, Atkinson was announced as the "glamourous new face" of the British Grand Prix and the official "mascot" of the "hi-octane" championship at Silverstone on July 8. She was the face of the 2007 Tour de France. In early 2007 she was elected to be the new face of the Lingerie chain La Senza. Her 2008 calendar was shot in Thailand, and was released on November 1st 2007. Gemma has stated she is proud of the more natural look of this calendar, as opposed to the glamorously stylised look of the 2007 product. In October 2007, Atkinson was elected the new face of Ultimo's D-G range..She opened Ultimo stores within Debenham branches in London,Belfast and Glasgow with the owner of Ultimo; Michelle Mone. Atkinson featured in the ITV reality series I'm a Celebrity... Get Me Out of Here! which began in the UK on November 12, 2007. She became the 7th celebrity to be evicted from the jungle - which she appeared very pleased about. In January 2008 she launched Virgin Holidays the Great Holiday Grab in London .
