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.