Cameron launches GREAT Britain campaign

Prime Minister David Cameron is attempting to put the “great” back into Britain with the launch of a new campaign geared toward extolling islands virtues to foreigners.

It comes as public affection for the isle hits a nadir amidst recent widespread outbreaks of arson, looting and disorder in English cities and a flatlining economy.

In response the government have stumped up half a million pounds to develop the GREAT Britain brand – to give the country a consistent image through UK Trade and Investment, Visit Britain and the British Council.

They include a range of postcard images depicting scenes, activities and people which are representative of British greatness; including Wallace & Gromit, the Glenfinnan Viaduct and the Olympic Velodrome.

Cameron, who has described British society as “broken”, said: "We want to extend an invitation to the world to take a fresh look at everything we have to offer. Britain today is simply a great place to visit, study and work. A great place to invest and do business."

Stryker McGuire, the journalist who first coined the ‘cool Britannia’ phrase, told The Telegraph that Britain was now a “grimmer place”.

"It is an unfortunate duplicity to talk about broken Britain at home and then talk about Great Britain abroad," McGuire noted.

In June a £100m Visit Britain campaign dubbed ‘You’re invited’ was pulled amidst mayhem on the streets.

Get the Newsletter

Keep up to date with the latest news and insights.

Subscribe

Staff Writer

The Drum is a global media platform and the biggest marketing website in Europe. We produce The Drum magazine, 30 awards and events and manage The Drum Network which aims to make independently minded agencies more successful. We also help brands find the right agencies to work with through the Recommended Agency Register (RAR).

All by Staff