The Drum Awards for Marketing - Extended Deadline

-d -h -min -sec

Great Britain

Shaun the Sheep & Paddington bear pull in £1.2bn for Britain in ‘Great’ tourism campaign

Author

By John Glenday, Reporter

June 5, 2015 | 1 min read

The UK government’s £113m ‘Great Britain’ tourism campaign has hit the spot according to the National Audit Office, with calculations showing that £1.2bn of increased spend by visitors can be attributed to the success of the international push.

Over the past three years British icons including Paddington Bear, James Bond and Shaun the Sheep have been co-opted to star in the PR push, which is also designed to boost trade, economic growth and overseas student numbers.

The Cabinet Office has set a target of raising up to £1.9bn for 2019-20 including actual and anticipated returns – although the NAO concedes it is difficult to attribute specific spending to the direct impact of the campaign.

The co-ordinated campaign used by several government departments was created by three branding agencies’ Mother, who earned £1.6 million during the campaign’s first phase, Radley Yeldar, who were given £500,000 and Rainey Kelly which received £750,000.

Great Britain

More from Great Britain

View all

Trending

Industry insights

View all
Add your own content +