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In September 2011 the British Government launched its GREAT campaign to "get the world thinking and feeling differently about Britain, repositioning us as a vibrant, inspiring and innovative nation to visit and invest in now". Following a high profile launch we were given the challenge of deepening the GREAT brand and making it work harder across a new range of executions.

We took the existing look and feel and moved the campaign on from an awareness phase to one of greater audience engagement - all backed-up with a stronger call to action.

Working closely with key partners including Visit Britain, the UKTI, the FCO and the British Council we expanded the creative approach in a way carefully calculated to promote British business and tourism. We also helped maintain an online library of collateral and developed detailed guidelines for the campaign.

The vast majority of the GREAT Britain campaign is intended for overseas markets, though examples of our work have appeared across the UK thanking participants, volunteers and supporters for making the 2012 Olympic and Paralympic Games such a success and recently our livery designs for the British entry in the 2013 Round the World Clipper Race which set sail on September 1st.


28 August 2014

GSK call on RY to develop Digital Framework for global roll-out

The main challenge for this project was to come up with a system that would encourage markets to develop individual sites meeting local needs within a consistent brand and user experience.

Radley Yeldar

11 August 2014

RY creates a bold new web presence for Fairtrade

RY has created a new website for the Fairtrade Foundation, in the UK, that is celebrating its 20th anniversary this year.

Radley Yeldar

16 July 2014

2 Golds, 3 Silvers, 2 Bronzes and a Highly recommended

We were celebrating award success on Tuesday night, at the Corporate & Financial Awards organised by Communicate Magazine. RY succeeded in bringing home 2 Golds, 3 Silvers, 2 Bronze and a Highly recommended.

Radley Yeldar