2. DELIVERING GROWTH TO THE UK
GREAT is a fully-integrated campaign to promote the UK as a
world-class destination for business, investment and tourism in
2012 and beyond
GREAT objective: measurable and sustainable increase in
revenue from tourism and inward investment
GREAT is an open source brand that enables everyone, from
government departments to British companies and cultural icons
to celebrate what they believe is exceptional about Britain and
deliver messages consistently and cost-effectively
15. EARLY RESULTS ARE ENCOURAGING
Research confirms creative has a positive impact:
• Increased awareness and motivation to visit UK (VB)
• Higher motivation to do business with UK than previous UKTI advertising
Increased reach:
• Tourist strand aims to reach 60% of potential 137m audience.
• 7 city events to date generated 1.5bn OTS and £15m AVE
Digital performing strongly in 8 weeks
• 2.3m page views generated on Yahoo in 8 weeks (VB)
• Love UK increased by 50% to 800,000+ fans (VB)
• TV ad viewed 467,125 times on VisitBritain.com
• ThisisGREAT Britain 250K fans
But the true test will be increases in tourism, inward investment
projects and student numbers
16. WHAT’S DIFFERENT ABOUT GREAT?
• Bold vision, single-minded proposition
• Centrally-run & funded involving 4 key international and several
domestic departments, working as one team and delivering
greater efficiency
• Extensive range of private sector partnerships – delivering real
value & reach at no extra cost to tax-payer
• Integrating paid-for, events, social networking, PR and
partnership activity to create maximum reach and impact
• Building a long-term brand which will become ‘business as usual’
