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