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appetite for UK expertise from London 2012, and develop interest in the Glasgow 2014 Commonwealth Games. There was also a visit from the University of Arts London – Central Saint Martins to São Paolo and Rio de Janeiro to establish long- term partnerships with companies, organisations and academic institutions. Gemma Regniez, head of
communications and public diplomacy Brazil at the Foreign & Commonwealth Office, says: “The GREAT campaign, and importantly the brand itself, is enabling the British diplomatic mission in Brazil to pool its efforts under one banner and therefore maximise our ability to showcase everything Britain offers. “In short, it is providing British business with a ready-made opportunity to introduce itself in the Brazilian market. Our plans for GREAT in the coming year include a presence in Rio during the England/Brazil football friendly in June, activity to promote English-language training at some of the biggest education fairs in Brazil, showcasing British innovation at the Clipper Round the World Yacht Race and Rock in Rio in September, and promoting UK expertise in the area of road safety at the Sâo Paolo Grand Prix in November.”
SHANGHAI SURPRISE GREAT is also set to play an increasingly pivotal role in the Government’s drive to develop trade and investment links with China. Fraser Addiscott, UK Trade & Investment’s deputy director for trade in China, says: “Our plans for 2013/14 cut across key sectors such as health, greentech, luxury and inward investment but also extend with other GREAT partners such as the British Council and VisitBritain for high-impact cross-cutting and regional events.”
14 | springboard | www.ukti.gov.uk
“GREAT IS THE
MOST AMBITIOUS-EVER UK MARKETING CAMPAIGN”
In April, for example, UK Trade & Investment in China staged a high- profile three-day GREAT exhibition at the Shanghai Grand Prix to showcase British innovation, luxury, design and technology, particularly the UK’s excellence in advanced engineering. Open to all 100,000 race-goers,
UK Trade & Investment also organised VIP tours of the exhibition for key business representatives, entrepreneurs, potential investors and senior Chinese government officials. The exhibition concluded a week-long programme of GREAT events in China, including receptions in the three key provincial capitals of the fast-growing East China region, which has an economy the size of Russia’s. British Ambassador Sebastian
Wood said: “By 2015, global demand for luxury goods is expected to soar by almost 60 per cent and Britain is home to some of the best retail and automotive companies in the world. I am delighted that our GREAT British exhibition gives Chinese audiences a chance to see what Britain has to offer. The displays demonstrate that Britain leads the way in high-tech car manufacturing, cutting-edge technology and luxury fashion and design. Britain is open for business and welcomes inward investment.” n
MARVEL MINI
“AN ICONIC BRITISH BRAND WHICH IS RECOGNISED INTERNATIONALLY, THE MINI IS A NATURAL PARTNER FOR THE GREAT BRITAIN CAMPAIGN”
Promoting British fashion and food has been a key aim of GREAT in the United Arab Emirates. Last October, Harvey Nichols, Dubai ran a five- week GREAT Britain campaign, highlighting British fashion brands such as Stella McCartney, Victoria Beckham and Matthew Williamson. The programme of events included a GREAT British Fashion Supper, featuring a fashion show and culinary dishes prepared by Gary Rhodes, at the British Embassy; a GREAT Britain Pop-Up Shop; a competition to win a shopping experience in Harvey Nichols Knightsbridge; and a VVIP afternoon tea and trunk show. Edward Hobart, Consul General at the British Embassy in Dubai, said: “Fashion and food are cornerstones of Britain’s creative industries. Together with art, design, music and architecture they represent everything that is great about creative Britain. The GREAT British Fashion Supper brought these complementary worlds together, illustrating the very best in British talent and ingenuity.”
GET INVOLVED
Visit the GREAT campaign page at www.ukti.gov.uk/greatbritain