UK’s GREAT Campaign
I recently spoke at a UKTI (UK Trade & Investment) conference during a recent whirlwind visit to SE Asia by UK’s Prime Minister David Cameron. The PM and his 86 strong entourage graced 4 Asian countries in 5 days, pushing for stronger bilateral trade ties, and reinvigorating the relationship between the UK and its Asian partners.
Not only is such an initiative much needed in a time of economic difficulty, but more so a necessity in times where trade partnerships with the East become increasingly more influential, and inward investment into the UK most welcomed (to say the least). I must say however, that despite the difficulties at home in the UK, the UKTI had embarked on a very bold and consistent campaign themed the ‘GREAT Campaign’, basically blowing the trumpet of how GREAT BRITAIN, was once a dominant economic force. The campaign ran across an entire gamut of integrated Print, Digital, and Outdoor, which illustrate the many facets of commercial attractiveness of conducting business with the UK.
(The writer Bob Chua speaking about trade opportunities between ASEAN and the UK)
The challenge and opportunity which this particular campaign promoted, was the fact that it is usually extremely difficult to develop a key message that promotes a country based on its numerous traits, be it heritage, commerce, tourism, or trade. The GREAT Campaign not only nailed this in my opinion, but also stuck to a common theme that will hopefully put the GREAT, back into GREAT BRITAIN.