HM Government

The GREAT Britain campaign is the Government’s most ambitious international marketing campaign ever, which launched in 2012 to stimulate jobs and growth. The campaign showcases the very best of what Britain has to offer in order to encourage the world to visit, study and do business with the UK.

From campaign to unifying system

Originally conceived as a short-term advertising campaign to capitalise on the 2012 London Olympics, GREAT could work harder and achieve much more. Developed systematically, it could be used by a wide range of Government departments, private and public partnerships. We were asked by No.10 Downing Street to make this happen.

We created a new brand strategy and framework for GREAT, codifying this into comprehensive guidelines that could be used internationally. Having defined the new brand principles and assets, we gave it expression across an ever-evolving range of applications and opportunities, from films to vehicle liveries, large-scale advertising campaigns, and press executions around the world. We also partnered No.10 as guardians for the brand as it continued to evolve and are proud to have remained their creative partner since 2012.

The campaign has already delivered a direct return to the economy of over £1.4bn and is supporting the UK’s ambitious trillion-pound export plan. Recent research shows that the campaign has had a positive impact on the buying actions of the UK’s international target customers, including:

• A +15% uplift in intention to visit the UK over the next 12 months from tourists who see the GREAT brand
• A +14% uplift in intention to invest in the UK amongst international companies that recognise the GREAT brand
• A +13% uplift in intention to procure UK products and services amongst international companies that recognise the GREAT brand
• A positive uplift in intention to study in the UK amongst international students who have seen the GREAT brand in target markets, for example +14% in Hong Kong, +10% in India and +10% in South Korea

The brand is also an increasingly valuable asset to the UK. A recent independent assessment by external valuation experts Brand Finance showed that the GREAT brand has a current value of £217m (up 37% on last year), with the potential, within five years, to be worth £2.1bn and be ranked within the UK’s top 50 brands.

It’s also won us some awards and accolades:

• Gold at the 2013 Government Sabre Awards
• Runner-up in the 2013 Drum Marketing Awards for Brand of the Year  
• DBA 2016 winner, a Gold award in the Public Sector category and the prestigious Grand Prix award

[RY] have understood the complexity of the brief, grasped the essence of the brand and impressed all partners with their outstanding creativity, professional working procedures and flexible response.

Conrad Bird

GREAT Campaign Director at No.10