The aim of the GREAT campaign is to maximise the economic potential of the Olympic and Paralympic Games and promote the UK's assets around the world between 2012- 2015. Through the UK government’s GREAT campaign, the British Council is raising awareness and promoting the UK’s strengths in English, education and culture. We are working closely with all the relevant UK government departments and UK bodies: Foreign and Commonwealth Office (FCO), UK Trade & Investment (UKTI), Business, Innovation and Skills (BIS) and VisitBritain for the maximum impact at the least cost.
The GREAT campaign was announced by Prime Minister David Cameron in New York on 21 September 2011 and officially launched in February 2012. The campaign aims to support the marketing and public diplomacy efforts of UK Trade & Investment (UKTI), VisitBritain, the Foreign Office and the British Council overseas.
The London 2012 Olympic and Paralympic Games represented 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 the Diamond Jubilee and Olympic Games, which both took place in 2012, continued to boost interest in the UK.
Research commissioned by the British Council in November 2012 showed that these events had a positive impact on the perception of the UK abroad, with 36% of respondents more likely to visit the UK as a result. A new study commissioned by VisitBritain and its partners in the GREAT campaign in January 2013 suggests that global perceptions of ‘Welcome’, Britain’s ‘Overall Nation Brand’ and the UK’s sporting and cultural credentials have significantly improved thanks to the hosting of the London 2012 Games.
The British Council is involved in the GREAT campaign to help the world discover why Britain is such a great place to visit, study, work, invest and do business in. The campaign demonstrates the value of our work in arts, education and English language. We will promote the UK’s assets internationally and contribute to economic growth, in order to create opportunities for greater cultural relations.