About the GREAT Campaign

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Bringing the best of the UK to the world

The GREAT campaign showcases all four corners of our nation to inspire the world and encourage people to visit, do business, invest and study in the UK. GREAT unites the efforts of the public and private sector to generate jobs and growth for Great Britain and Northern Ireland.

 

The UK has a huge amount to offer, with world-class universities, ground-breaking research, high-tech start-ups and innovative entrepreneurs. We are global leaders in the creative industries, from music to fashion and design to film.

We offer visitors unforgettable experiences, breath-taking landscapes and iconic attractions.

GREAT captures all that is familiar about the UK, but also what is new and surprising about this country. We want to inspire the world to see things as we do, from a unique perspective (or two) – that is, to see things differently.

A GREAT legacy

The GREAT Campaign has been raising the UK’s profile on the world stage since its inception in 2011. It was established to capitalise on the attention received by the UK around the London 2012 Olympic and Paralympic Games and the Queen’s Diamond Jubilee. Bringing together what had previously been disjointed campaigns run by different government departments, GREAT created a clear, cohesive voice from the UK to the world.

 

Over the past decade, the campaign has expanded into over 140 countries across the globe, promoting UK innovation and collaboration from Shanghai to San Francisco, Copenhagen to Cape Town.


Discover the story of GREAT as we enter a new era of seeing things differently.

Great Britain entry for the Clipper Round the World Yacht Race in San Francisco

Clipper Round the World Race,

San Francisco

HM The Queen portrait by David Bailey commissioned for Great

HM The Queen portrait

by David Bailey commissioned

for GREAT

Red Arrows North America  tour with Aston Martin cars

Red Arrows North America 

tour with Aston Martin cars

Tim Peake in space wishing HM The Queen a happy birthday

Tim Peake in space

wishing HM The Queen

a happy birthday

Molly Goddard catwalk show at the Durbar Court at FCO for Autumn/Winter  2019

Molly Goddard

catwalk show at the

Durbar Court, FCO, for Autumn/Winter  2019

Participants at Miami Pride 2019

Miami Pride 2019

Poster created in support for the next Bond film premiere

Support for

the next Bond

film premiere

HRH the Duke and Duchess of Cambridge on Royal tour in France

HRH the Duke and

Duchess of Cambridge

on Royal tour in France

Sharing stories from across the UK

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Glastonbury Festival

in Somerset, England

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Maxey's Farm

in Nottingham, England

Afternoon tea

in Manchester, England

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Millennium Centre

in Cardiff, Wales

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Vantablack

United Kingdom

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Study UK

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Fisherman in Aldeburgh

Suffolk, England

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Ben A'an hill in the

Scottish Highlands

The GREAT Campaign is wide-reaching, promoting every aspect of the UK. This includes introducing visitors to our beautiful heritage and landscapes with VisitBritain; driving trade with international businesses with the Department for International Trade; demonstrating delectable food and drink with the Department for Environment, Food and Rural Affairs, and encouraging international students to study in the UK with the British Council.

GREAT is governed by a ministerial board and also gains valuable input from a Private Sector Council, including representatives from a wide range of organisations such as the BBC, Premier League, HSBC and the British Fashion Council.