About GREAT - GREAT Campaign

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The GREAT Britain & Northern Ireland Campaign (“GREAT”) enhances the UK’s international reputation and drives economic growth across the nation by encouraging a primarily international audience to visit, study, trade, invest, live and work in the UK.
GREAT is the UK government’s flagship international communications programme. Established in 2011, it is designed to maximise immediate and longer-term benefits for all parts of the UK by building positive global profile, reputation and soft power influence in the intensely-competitive markets of international trade, investment, tourism, education and talent.
GREAT showcases what makes the UK unique and influential on the global stage. It highlights our creativity and innovation, and the diversity that drives new ideas. The UK has always been known for seeing things differently, and through GREAT, the UK government works with private sector companies, cultural organisations and influential individuals to give them a platform to share their successes and showcase the innovations that set the UK apart. By helping to amplify these stories, GREAT not only promotes the UK but also inspires others to see things from fresh perspectives, embrace new ideas and drive future growth and collaboration.
GREAT provides His Majesty’s Government’s international network with a high-quality, consistent and professionally delivered brand that has been used in 164 countries, by 26 government departments and ALBs including the Department for Business and Trade, VisitBritain, British Council, the Foreign & Commonwealth Development Office, the Department for Environment, Food and Rural Affairs and the Cabinet Office.
GREAT has received 75 awards and has been cited as successfully promoting the UK’s strengths as ‘one of the world’s longest running and most impactful nation branding and marketing initiatives’ (Source: Brand Finance, 2024).
The GREAT brand is highly effective and has been shown to positively influence its target audiences, for example:
- Recognisers of the GREAT brand agreed that GREAT “made them feel more positive about the UK” (84% of potential students, 83% of potential tourists and 78% of potential traders/investors) and were “more likely to consider the UK” for studying (81%), trading/investing (79%) or visiting (77%) (Source: Yonder, ‘International Audience Survey’, 2023).
- 40% of international companies that recognised GREAT stated that the campaign had a “direct impact on the amount of money they spent on doing business with the UK.” (Source: Yonder, ‘International Buyers and Investors Study’, 2023).
On average if GREAT spends £1 on marketing it generates £15 for the UK. That’s a 15:1 return on investment.
In 2023/2024, GREAT has helped to generate over £900 million of foreign direct investment, £631 million of additional expenditure from international students, £210 million of additional expenditure from international tourism and over £90 million of export wins for UK companies.
GREAT has strong relationships with UK businesses, high-profile individuals and third sector organisations who, between them, have generated over £235 million of value-in-kind support for the campaign since its launch. The campaign has worked closely with iconic organisations such as the Premier League, McLaren, Fortnum and Mason, the British Fashion Council, Universities UK, the BBC, BAFTA and HSBC, all of whom provide access to globally recognised British assets for use in promoting the UK worldwide.
The campaign has been independently verified by external organisations including the National Audit Office who “commended the campaign” for its “strong marketing and communication tools and materials…[that] provide an important element of consistency…which helps to embed the brand by creating familiarity among target audiences and markets.”
The GREAT Challenge Fund (GCF), operated by the Foreign, Commonwealth & Development Office, supports GREAT through activities/events that showcase the UK in a new light – utilising the ‘See things differently’ approach.
GCF has delivered hundreds of soft power and trade projects across the world. These have ranged from cultural fairs to trade missions, education roadshows, tourism campaigns, GREAT festivals, global sporting events, state visits, one day showstoppers and year-long programmes.