Agile Government Communication EventMay 21st 2012

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

A fully-integrated campaign focusing on 10 markets & 17 cities

BUSINESS PRESS

TOURISM TV/CINEMA/OUTDOOR

SOCIAL MEDIA

HIGH IMPACT EVENTS

ENGAGING CELEBRITY AMBASSADORS

WORKING WITH PARTNERS

EARLY RESULTS ARE ENCOURAGINGResearch 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 investmentprojects and student numbers

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’