The GREAT Britain & Northern Ireland Campaign is the UK’s international communications programme. It seeks to enhance the UK’s global reputation and drive economic growth by encouraging international audiences to visit, study, trade, invest and work in the UK.

Launched in the run-up to the London Olympics and Queen Elizabeth II’s Diamond Jubilee, when the eyes of the world were on the UK, the GREAT Campaign provides the UK Government’s international network with a high-quality, consistent brand used by 26 government departments and arm’s-length bodies. 

Working with a range of private sector partners, such as the Premier League, British Airways, the British Fashion Council and HSBC, the GREAT Campaign promotes the UK’s strengths in 164 countries. Independent analysis shows that it has delivered £7 billion worth of returns to Britain’s economy since its creation.

Entrepreneurs can take advantage of the GREAT Export campaign “Made in the UK, Sold to the World,” which targets British small- and medium-sized enterprises to ensure awareness of the benefits of selling overseas and the wide range of export support services offered by the Department for Business and Trade.

Further reading

This entry was written by Toby Orr. Toby is a founding Partner at Shearwater Global. He is the former Director of Communication and Marketing at the Department for International Trade, where he oversaw the GREAT Campaign.