The Prime Minister has given the go-ahead to a major relaunch of the GREAT campaign which promotes British enterprise overseas. To coincide with the G7 Summit of world leaders in Cornwall this week, the promotional campaign has been given a dazzling new makeover. The revitalised GREAT campaign will reach people in over 145 countries right across the globe – from Shanghai and San Francisco, to Toronto and Tokyo – showcasing the very best of British in everything from science and technology to sustainability, culture, and creativity. It is backed with an annual budget of £60 million.
Boris Johnson told the Daily Express: “The UK is steeped in a long and dynamic history of discovery and fresh ideas, powered by our ability to see and do things differently.
“It is this spirit that the world needs now more than ever as we confront the challenges of Covid, tackle climate change, and strive for a better future for everyone on our planet.
“And I believe that it’s precisely that spirit that puts the ‘great’ into Great Britain and Northern Ireland.”
Officials estimate that the GREAT campaign, first launched a decade ago, has boosted UK trade by around £4.5billion by promoting exports ranging from food and drink to music, film and sport.
Investment from overseas into the UK encouraged by the campaign is estimated to support thousands of jobs.
The makeover has been designed to promote post-Brexit Britain as “dynamic, outward looking, confident and collaborative” and a source of “unconventional thinking” about tackling global challenges.
It will highlight the UK Covid jab programme – fuelled by the the Oxford University AstraZeneca vaccine – as an example of British ingenuity.
Cabinet Office Minister Michael Gove said: “The new GREAT campaign will bang the drum for a confident, global and talented United Kingdom; highlighting the innovators, the thinkers and the doers from the Highlands to the South Downs and from Welsh Valleys across to Giants Causeway.
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“This campaign demonstrates that when we pull together – we can make a crucial difference to the world and the challenges it faces.”
This campaign will run alongside and compliment the ambitious trade negotiations the Government is undertaking with international partners.
Ministers have already agreed trade deals with 67 countries and the EU accounting for £730billion of UK trade last year.
GREAT is supported by over 850 organisations and individuals, including HSBC, the Premier League, McLaren, Fortnum and Mason, the British Fashion Council, Universities UK, BBC and BAFTA.
Backing the campaign, football’s Premier League chief executive Richard Masters said: “We have a fantastically competitive League, which is broadcast worldwide bringing millions of fans together each week to watch and celebrate the competition, wherever they are.
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“The Premier League’s global appeal is a reflection of the people who make it – from the players who provide the excitement and drama on the pitch to the supporters who create such a vibrant atmosphere.
Ian Stuart, chief executive of banking giant of HSBC UK, said: “HSBC UK is proud to partner with the GREAT campaign to promote the UK across the world.
“The UK’s prosperity is substantially driven by its ability to collaborate internationally, and I believe the refreshed GREAT campaign will play a huge role in generating economic growth for our country.”