Now, it seems, David Cameron is hoping to pull off the same trick after he launched a new tourism and investment drive branded as GREAT Britain.He told an audience of business leaders in New York that the UK would put on “the greatest show on earth” next year when the London Olympics coincides with the Queen’s Diamond Jubilee, and said he was sending out a message “loud and proud” that the world is invited.The Government has spent £510,000 developing the GREAT Britain brand, which will be used at business receptions abroad and in advertising by Visit Britain.Ministers hope the campaign will help to maximise the boost to the economy which the Olympics and Jubilee will bring.Critics, however, have pointed out that it is only a matter of weeks since the Prime Minister was telling the world that Britain had a broken society in the wake of the August riots, making him poorly-placed to bang the drum for the country. Britain’s image abroad was badly hit by the riots, and this week the influential US magazine Newsweek described London as Grimsville, UK, in a cover story about the poorest areas of the capital.The GREAT Britain campaign is intended to give the country a single brand which will be used by UK Trade and Investment, Visit Britain and the British Council.In June Visit Britain launched its own £100 million global advertising campaign, called Britain – You’re Invited, which aims to bring an extra four million visitors to the country over the next four years.
Their slogan has now been changed to GREAT Britain – You’re Invited.Downing Street unveiled a series of postcards which will be handed out at business events emphasizing Britain’s exceptional record in the arts, innovation and education, as well as promoting the nation’s heritage and natural beauty.Each has five facts about Britain written on the back, such as the Queen being the world’s longest-serving monarch, and the Beatles being the best-selling recording artists of all time.
Mr Cameron said: “In 2012 there will be only one place to be…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.”Mr Cameron also announced a global investment conference to be held in London on the eve of the Games, when 200 business leaders will meet ministers to discuss opportunities for investing in the UK. – Telegraph
