LEAD FEATURE
“PROBABLY THE MOST EFFECTIVE
GLOBAL CAMPAIGN OF TERRITORIAL MARKETING SINCE THE ‘BIG APPLE’ CAMPAIGN”
one of India’s largest. GREAT branding was also used extensively during recent visits to India by Prime Minister David Cameron, Business Secretary Vince Cable and Mayor of London Boris Johnson, as well as throughout The Economist’s India Summit in Mumbai at the end of April. Barry Lowen, director of UK Trade & Investment in India, says: “The campaign is literally great for India, as it gives us simple messages, striking visuals and a buzz about doing business with Britain. The Americans have told me that they wished they could do it!”
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MINI MARVEL Germany, one of the UK’s most important trading partners, has also seen high levels of GREAT activity. At the centrepiece of the campaign has been the GREAT Britain Mini Tour, with the much-loved British car visiting all 16 German states in 12 months, as well as an appearance at high-profile events such as the Oktoberfest in Munich and the F1 Grand Prix in Hockenheim. Dan Rutstein, director of UK Trade & Investment in Germany, says: “As an iconic British brand which is recognised internationally, the Mini is a natural partner for the GREAT Britain campaign. Not only is it a great example of a British export, it is also, under BMW’s ownership, a fruit of UK inward investment. We are now being approached by UK companies wanting to promote their products via the Mini.” Early research suggests that GREAT activity is translating into tangible results,
with analysis showing an upturn in the world’s perceptions of the UK and an extra £250m set to be generated for the UK economy over the next two years. GREAT is now being used in more than 100 countries, and the Government has committed a further £30m to continue the initiative in 2013/2014. This funding will be used to drive the campaign further in China, Brazil, India and the US, extending tourism activity to the Gulf, and, for trade and investment, targeting new emerging markets such as Russia, South Korea, Mexico, Turkey, Indonesia and Emerging Europe. Funding will also focus on supporting UK companies to grow exports. Secretary of State for Culture, Media and Sport, Maria Miller commented: “GREAT is the most ambitious-ever UK marketing campaign, designed to deliver a lasting economic legacy from 2012. “The [funding] boost means that we will be able to target even more markets around the world, making sure the UK is competing aggressively in a global marketplace.”
The next phase of GREAT is well underway in markets such as Brazil, which has seen significant GREAT-related activity in recent weeks, in sectors such as sport, education, tourism, consumer goods and health. Initiatives have included a built- environment trade mission, a UK energy seminar and workshop and an Olympic Legacy event, attended by Lord Coe and Secretary of State for Scotland Michael Moore, designed to renew the Brazilians’
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