British Prime Minister Introduces New Marketing Campaign

September 22, 2011

British Prime Minister David Cameron has launched a new campaign that specifically will look into maximising the economic potential of the London 2012 Olympic and Paralympic Games, promoting Britain abroad as a place to visit and do business, with plans to generate a boost of at least £1 billion ($1.6 billion). 

As part of Britain’s Olympic legacy, the Government is planning to seize the opportunities presented by hosting the Games and the new ‘GREAT’ drive is being implemented to deliver long-term growth, while boosting investment and employment for the whole country.

Cameron said: “In 2012 there will be only one place to be. With the Olympic and Paralympic Games coming to London next summer, the greatest show on earth is about to arrive in one of the world’s greatest cities. We are determined to make the most of this unprecedented opportunity to ensure we deliver a lasting economic legacy that will benefit the whole country. This campaign is simple. There are so many great things about Britain and we want to send out the message loud and proud that this is a great place to do business, to invest, to study and to visit.”

As well as the anticipated business boost, tourism will also feature heavily as part of the ‘GREAT’ campaign.

The sector already contributes £115 billion ($180 billion) each year to the UK economy and has the potential to be one of the fastest growing sectors in the years ahead, with the Government aiming to attract an extra four million visitors to the country over the next four years.

Jeremy Hunt, Secretary of State for Culture, Olympics, Media and Sport, said: “With the eyes of the world on Britain in 2012, we have a fantastic opportunity to showcase everything that the country has to offer. The GREAT campaign will ensure that we make the most of London 2012 to boost tourism and business, leaving a lasting economic legacy from London’s Games.”

The initiative, which is being developed by communications agency Mother after it was appointed to promote the economic benefits of hosting the Olympics in 2012, is also being backed by a number of Britain’s most eminent organisations and brands, including the likes of Marks & Spencer, Deutsche Bank, National Grid, Sainsbury’s, Old Mutual, Burberry and Rio Tinto.

Burberry’s Angela Ahrendts, said: “We applaud the vision of the new GREAT campaign. As a global brand with a proud British heritage, we fully support its aim of raising international awareness of the country’s unique assets and tremendous opportunities for inward investment.”

Meanwhile, Tom Albanese of Rio Tinto, who are also a domestic Tier Three sponsor of the London 2012 Games as the Official Mining and Metals Provider, added: “We are delighted to be associated with this exciting campaign and look forward to engaging with the Government on it going forward.”

The Prime Minister also announced plans today for a global investment conference for investors and business leaders to be held in London on the eve of the Games, in addition to an online British Business Club.

Delivered by UK Trade & Investment, this programme of business summits will include a British Business Embassy at Lancaster House and will highlight key sectors for global growth during the Games.

Vince Cable, Secretary of State for Business, Innovation and Skills, said: “The Olympics is a tremendous opportunity to showcase the best of British. We want to demonstrate the great products we already offer the world, from Formula One racing cars to innovative aerospace technology and cutting edge fashion brands and we want to highlight the opportunities for world-leading businesses with global ambition to invest and grow in Britain.”

The Government will be hoping that the gains to be had from this latest campaign can help to offset a degree of the costs incurred by the actual hosting of the Games, which is currently projected as being some £7.2 billion ($11.2 billion).