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 accross
the UK thanking participants, volunteers and supporters for making
the 2012 Olympic and Paralympic Games such a success.