Radley Yeldar and GREAT (HM Government) won two prestigious awards for the GREAT Britain campaign, Creating impact for Britain around the world. The campaign won Gold in the ‘Public Sector’ category, as well as the Grand Prix award at the DBA’s Design Effectiveness Awards which aim to reward the best examples of design that have had a tangible and measurable effect upon business success.
The GREAT Britain Campaign is the Government’s most ambitious international marketing campaign ever to stimulate jobs and growth in Britain. It required the development and expression of a single unified, global brand to align stakeholders from 17 Government departments, and 350+ private and public partnerships across 144 global markets.
At the campaign’s heart lies the reclaiming of the word GREAT to demonstrate everything that is exciting about Britain, seeking to present the familiar and the new in a surprising way.
To date, the campaign has been delivered through a huge array of government departments and their partnerships with businesses, organisations, and individuals. The senior responsible owner for the GREAT campaign sits in No.10 and is supported by a small team. Government departments include the Cabinet Office, Foreign & Commonwealth Office (FCO), UK Trade & Investment (UKTI), VisitBritain, British Council, Department of Media, Culture & Sport, and Department for Business Innovation & Skills (BIS).
On the award wins, the DBA said: