BRIEFING
COUNTRYSIDE IS
SOME OF THE WORLD’S MOST INSPIRING LANDSCAPES
HERITAGE IS
THREE OF THE TOP FIVE MUSEUMS AND GALLERIES IN THE WORLD
Portrait of Henry VIII, 1540 By Hans the Younger Holbein
Scotland
CREATIVITY IS
FROM ART TO ARCHITECTURE; FILM TO FASHION, BRITISH TALENT LEADS THE WORLD
Wallace and Gromit © Aardman Animations Limited 2011
INNOVATION IS
85 NOBEL PRIZES IN SCIENCE AND TECHNOLOGY ALONE
Touch Bionics Livingston, Scotland
GREEN IS
THE WORLD’S FIRST TRULY SUSTAINABLE OLYMPICS AND PARALYMPICS
Olympic Velodrome, East London
KNOWLEDGE IS
welcome to GREAT Britain
HOME TO FOUR OF THE TOP TEN UNIVERSITIES IN THE WORLD
PRIME MINISTER David Cameron has launched a new campaign to highlight the UK as one of the very best places to visit, study, work and do business. He launched the GREAT campaign on a recent visit to the US, with the aim of delivering a lasting economic legacy ahead of the 2012 London Olympic and Paralympic Games.
Speaking at the campaign’s launch, the Prime Minister said: “In 2012 there will be only one place to be. With the Olympic and Paralympic Games coming to London next summer, the greatest show on earth is about to arrive in one of the world’s greatest cities. “We are determined to make the most of this unprecedented opportunity to ensure we deliver a lasting economic legacy that will benefi t the whole country. “This campaign is simple. There are so many great things about Britain and we want to send out the message loud and proud that this is a great place to do business, to invest, to study and to visit.” Jeremy Hunt, Secretary of State for
Culture, Olympics, Media and Sport, said: “With the eyes of the world on Britain in 2012, we have a fantastic opportunity to showcase everything that
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www.ukti.gov.uk
the country has to offer. The GREAT campaign will ensure that we make the most of London 2012 to boost tourism and business, leaving a lasting economic legacy from the Games.” The GREAT campaign has been developed by the Department for Culture, Media and Sport (DCMS) on behalf of the Prime Minister, working with colleagues at the Foreign and Commonwealth Offi ce, UK Trade & Investment, the Department for Business Innovation and Skills, VisitBritain and the British Council. It centres on 10 key areas of British excellence: technology and innovation; entrepreneurship; creativity; knowledge; green; heritage; sport; shopping; music; and countryside.
A range of posters featuring, among others, business entrepreneur Sir Richard Branson, animated characters Wallace and Gromit and King Henry VIII, have been designed to sell a wide range of ‘GREAT’ British attributes.
NEXT STEPS
To fi nd out more about the GREAT campaign, visit
www.culture.gov.uk
Corpus Christi College, Cambridge
ENTREPRENEURS ARE
THE EASIEST PLACE TO SET UP A BUSINESS IN EUROPE
Sir Richard Branson, Founder, Virgin Group, 1970
GREAT ADVOCATES…
• MARC BOLLAND, chief executive, Marks & Spencer: “As a true British brand, Marks & Spencer is proud to represent all that is GREAT about Britain to our customers internationally.”
• COLIN GRASSIE, CEO UK, Deutsche Bank: “We are delighted to be associated with this campaign and look forward to engaging with the Government on it.”
• STEVE HOLLIDAY, chief executive, National Grid:
“We strongly support the aims of this campaign and will assist the Government where we can.”
• JUSTIN KING, CEO, J Sainsbury plc: “We are delighted to support this exciting campaign. We want to play our part in putting the GREAT back into Britain.”
• ANGELA AHRENDTS, Burberry: “We applaud the vision of the new GREAT campaign. As a global brand with a proud British heritage, we fully support its aim of raising international awareness of the country’s unique assets
and tremendous opportunities for inward investment.” • WAYNE EDMUNDS,
chief executive, Invensys plc: “We are pleased to support the GREAT campaign and in particular its aim of attracting further investment in technology and innovation into the UK.”
fastfacts
THE LONDON 2012 OLYMPIC STADIUM HAS A CAPACITY OF 80,000 IN GAMES MODE AND IS DESIGNED TO ACCOMMODATE A VARIETY OF LEGACY REQUIREMENTS AND CAPACITIES
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