VisitBritain’s ‘GREAT Britain’ campaign also draws together major events, sporting achievements and commercial partners to promote the UK as a great country in which to live, study, invest and do business – as well as to visit. In my book, the GREAT Britain campaign is a real winner. So what can it teach those of us in branding and brand management about the principles of country branding?
Remember the UK's swinging Cool Britannia nation branding effort under Prime Minister Tony Blair? Now Mulberry is looking to revive pride in all things British with its just-launched Brilliant Britain Guide. Sub-titled "a guide to a truly great nation," it's a branded content marketing move to continue the celebratory year that 2012 represents for the United Kingdom, from the Queen's Diamond Jubilee to a successful Olympics and Paralympics
Americans love football. So do the British. They are, of course, referring to two very different sports. Thanks to sports diplomacy, though, both sides of the Atlantic are starting to pay a little more attention to what the other side of the pond is watching.
Sub-titled "a guide to a truly great nation," it's a branded content marketing move to continue the celebratory year that 2012 represents for the United Kingdom, from the Queen's Diamond Jubilee to a successful Olympics and Paralympics (despite Mitt Romney’s concerns). Could there be a better year to be a Brit?
At the beginning of 2012, we went to Buenos Airesto work with the communications teams across Latin America. We talked about lots of things, including the Falklands, but what really came out of it for me was a gem of an idea about using the GREAT campaign and our soft power to reach out to a new generation in Cuba.
The department, which has been embracing digital technologies like Twitter and Facebook to deliver services, engage with people and to extend UK influence, has seen ministers including William Hague directly praise the role social media can play in the day to day functions of the department.
Royals have always had a diplomatic role. In Britain, they used to hold absolute power but these days they work with government to provide soft power abroad... You can't put a price on such royal missions, but the British government have, in Catherine and William, found a unique vehicle to promote national interests, and they are making the most of it.
Nye has been one of America's leading political scientists, and a peacenik who has lectured on almost anything in relation to diplomatic politics except the arts. Now he has reached them at the international culture summit in Edinburgh, where he will debate "the role of arts and culture in deepening relationships between culture and nations".