GREAT Britain Campaign: Creating impact for Britain around the world

This case study describes how the Government's GREAT Britain campaign differentiated the UK as a premier destination for tourism, education and inward investment by presenting the familiar and the new in a unified and surprising way.

GREAT Britain Campaign: Creating impact for Britain around the world

Campaign details

Category name: Public sectorAgency: Radley YeldarAdvertiser: HM Government

Executive Summary

The GREAT Britain campaign is the Government s most ambitious international marketing campaign ever, launched in 2012 to stimulate jobs and growth. The campaign showcases the very best of what Britain has to offer in order to encourage the world to visit, study and do business with the UK.

This is a hugely complex exercise in managing brand consistency across a vast array of organisations and markets - and Radley Yeldar s role in defining the...

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