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Government to digitise GREAT Britain campaign

The Government is to take its GREAT Britain campaign digital, hiring agency TH_NK to steer its push into emerging channels.

The appointment marks a milestone for the campaign, which has predominately been focused on more traditional media like outdoor and print to promote the region to the world. TH_NK, which has masterminded successful digital drives for companies such as Nando’s and Asos, will work to create digital initiatives that promote the best Britain has to offer under the single GREAT brand.

The government will be hoping the campaign’s expanded scope builds on the £1.2bn its most recent effort pulled in through tourism. The £100m-plus global campaign featured British icons James Bond and Paddington Bear was the first time the UK had been promoted with a single, co-ordinated brand campaign.

The campaign, which is used by 17 UK government and related organisations internationally, has a target of generating between £1.7bn to £1.9bn for the UK economy by 2020. Digital will play a key part of this with the initiative’s organisers keen to bring emerging channel’s further into its marketing mix.

Lea Simpson, strategy director at TH_NK, said: It’s hard to imagine a more illustrious brand than Britain. It’s a privilege to be tasked with imagining its digital future. We can’t wait to get going.”

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