The GREAT campaign is one of the most ambitious and far-reaching marketing campaigns ever developed by the UK Government.
Its aim is to help the world discover why Britain is such a great place to visit, study, work, invest and do business.
The campaign is designed to last for three years, making the most of 2012 – a year which sees the UK playing host to the Olympics and the Paralympics, as well as the Diamond Jubilee of Queen Elizabeth II.
The campaign is built around the key themes that make Britain GREAT: countryside, culture, heritage, creativity, entrepreneurs, green, innovation, knowledge, shopping, sport, music and technology. Each showcases a different aspect of the UK’s character and expertise.
GREAT activities range from poster, press, digital and TV advertising identifying iconic British landmarks, to spectacular events, high-profile celebrity appearances and major trade delegations.
Launch events have already taken place in New York, LA, Rio de Janeiro, Melbourne, Delhi, Tokyo, Shanghai, Hong Kong, Vancouver and Toronto. More than 90 British celebrities and 60 businesses have supported the campaign to date.
- In New York, Victoria Beckham, Anna Wintour and leading British fashion designers helped launch the campaign by posing in front of a subway train wrapped in the Union Jack and GREAT branding. In addition to posters all over the city, copies of the Metro were also wrapped with an invitation to come to Britain.
- In Rio De Janeiro, Prince Harry attended an event on Sugar Loaf Mountain to promote the campaign which was launched with posters and Metro invitations.
- In Shanghai, Culture Minister Jeremy Hunt held an event on the waterfront with Lewis Hamilton, with a giant GREAT digital screen on the Aurora Building dominating the skyline.
Global Investment
Prime Minister David Cameron used a speech to a business audience in New York to introduce the worldwide roll out of the campaign on 21 September 2011.
“Britain today is a great place to visit, study and work. A great place to invest and do business. We want to invite you to take a fresh look at everything we have to offer. Welcome to GREAT Britain.”
At the same time he announced the UK Trade & Investment programme of activities around the Olympic and Paralympic Games, bringing together foreign and domestic investors to network and identify new business opportunities.
The UK Global Investment Conference, held on the eve of the Games, will be the biggest investment conference ever held in the UK.
Other activities include:
- Global Business Summits – taking place from July 26 to Sept 7, these events will focus on different high growth areas, including advanced manufacturing, automotive and aerospace, creative industries, energy, infrastructure and construction, life sciences and technology, as well as high growth partner regions like Brazil and China.
- The British Business Club – this online resource brings together UK and overseas networks to network, identify business opportunities and develop partnership. Overseas businesses who sign up to the British Business Club will get temporary membership of the Institute of Directors.
- Start up Games – during the Paralympics, around 300 of the world’s most exciting new businesses will be invited to take part in the Start Up Games in East London’s Tech City – a unique chance to share knowledge and explore options available in Tech City.
International tourism
With tourism already the UK’s fifth biggest industry, the Government is working with tourist organisations to promote Britain before, during and after the Games. Alongside the GREAT campaign, VisitBritain is running its biggest ever campaign to attract inbound tourism ahead of and after London 2012. The campaign is fronted by UK stars such as Dame Judi Dench and Slumdog Millionaire’s Dev Patel.
The campaign will run either side of the Games, reaching some of the most dynamic and economically important cities across the world, and aims to attract around 4 million extra people to the UK. These extra tourists are expected to spend an additional £2 billion in the UK.
Domestic tourism
The UK also aims to get more British people holidaying at home in 2012. As part of a £24 million marketing strategy, VisitEngland’s TV campaign includes celebrities such as Stephen Fry, Julie Walter, Rupert Grint and Michelle Dockery.
Supported by the home nation tourism boards in Scotland, Wales and Northern Ireland, the campaign promotes a unique 20.12 per cent discount offer on accommodation, restaurants, attractions, events and transport. Hundreds of tourism businesses have already signed up, including national hotel chains, and leading attractions like The Eden Project, Chatsworth House and the National Maritime Museum.
The Olympic Torch Relay will provide an additional boost to long term growth of UK tourism, by putting the spotlight on the history, heritage, landscape and culture that shape Britain today.
Links
- GREAT campaign – key facts at-a-glance
- Read more about Business, Tourism and the Olympics
- As the Olympic Torch relay passes through the UK, we’re gathering iconic images of each area to celebrate a GREAT British year of celebration
- Visit the GREAT Facebook page
- View and embed GREAT films
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