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UK in Chile

London 21:59, 02 Jan 2013
Santiago 18:59, 02 Jan 2013

The GREAT campaign



The London 2012 Olympic and Paralympic Games represent a once-in-a-generation opportunity to promote the UK abroad, shape international perceptions and help deliver long-term trade and tourism benefits at home in Britain. The Royal Wedding in April 2011 attracted unprecedented levels of international attention, and with the Diamond Jubilee and Olympic Games taking place in 2012, this is likely to increase substantially.

The GREAT campaign is designed to use the platform of the Games in 2012 to showcase Britain’s capabilities, to promote and enhance our reputation abroad and to maximise the economic potential of the Games. It was announced by Prime Minister David Cameron in New York on 21 September 2011, and supports the marketing and public diplomacy efforts of UK Trade & Investment (UKTI), Visit Britain, the British Council, the Foreign Office and other government departments overseas. All partners in the campaign will use GREAT to ensure the whole of Government speaks with one voice.

The GREAT campaign invites to the world to take a fresh look at everything Britain has to offer. It centres on areas of British excellence focusing on reasons to invest in and visit the UK. These areas are Technology and Innovation, Entrepreneurship, Creativity, Knowledge, Green, Heritage, Sport, Shopping, Music and Countryside. We want to send out a clear message that Britain is one of the very best places in the world to visit, live, work, study, invest and do business.