Extended showcases, often in the form of Years of Culture, allow us to create coordinated and focused impact for the UK by working in close partnership with cultural and educational institutions, national agencies, government departments and the private sector.
These platforms of high-profile activity use the arts and culture, English, science, education and innovation to give a substantial boost to our bilateral relationships with important partner countries.
Building Partnerships for the Long Term
Our impact can be enhanced when we build global relationships with influential brands and corporate partners. These relationships, often aligned with a partner’s corporate social responsibility agenda, can be instrumental in growing our own market presence and brand awareness.
A number of major partners have worked with us on more than one occasion, allowing us to learn more about each other and to collaborate more successfully on a broader platform. These include HSBC and Diageo, founder sponsors of the 2012 UK Now programme in China and of the 2015 Dual Year of UK and Mexico; and BP, founder sponsor of the UK-Russia Year of Culture 2014 and the UK-Russia Year of Language and Literature in 2016.
festivals and seasons by year:
2016: UK-Russia Year of Language & Literature
2015: UK-Mexico Dual Year
2015: UK-China Year of Cultural
2014: UK-Russia Year of Culture
2014: Connect ZA, South Africa
2012: UK Now, China
2012-2016: Transform, Brazil
2010: Shanghai World Expo