Department for Culture Media and Sport

GREAT campaign

The GREAT campaign is one of the most ambitious and far-reaching marketing campaigns ever developed by the UK Government. Its aim is to help the world discover why Britain is such a great place to visit, study, work, invest and do business.

The campaign has been developed by DCMS on behalf of the Prime Minister, working with colleagues at the Foreign and Commonwealth Office, UK Trade & Investment, the Department for Business, Innovation and Skills, VisitBritain, and the British Council.

GREAT campaign - 'White Cliffs of Dover'

The campaign is designed to last for three years, making the most of 2012 – a year which has seen the UK playing host to the Olympics and the Paralympics, as well as the Diamond Jubilee of Queen Elizabeth II.

The campaign is built around the key themes that make Britain GREAT: countryside, culture, heritage, creativity, entrepreneurs, green, innovation, knowledge, shopping, sport, music and technology. Each showcases a different aspect of the UK’s character and expertise.

Launch events have already taken place in New York, LA, Rio de Janeiro, Melbourne, Delhi, Tokyo, Shanghai, Hong Kong, Vancouver and Toronto. More than 90 British celebrities and 60 businesses have supported the campaign to date.


International tourism

With tourism already the UK’s fifth biggest industry, the Government is working with tourist organisations to promote Britain before, during and after the Games. Alongside the GREAT campaign, VisitBritain is running its biggest ever campaign to attract inbound tourism ahead of and after London 2012. The campaign is fronted by UK stars such as Dame Judi Dench and Slumdog Millionaire’s Dev Patel.

The campaign will run either side of the Games, reaching some of the most dynamic and economically important cities across the world, and aims to attract around 4 million extra people to the UK. These extra tourists are expected to spend an additional £2 billion in the UK.

Read more about VisitBritain’s GREAT campaign.

Domestic tourism

The UK also aims to get more British people holidaying at home in 2012. As part of a £24 million marketing strategy, VisitEngland’s TV campaign includes celebrities such as Stephen Fry, Julie Walter, Harry Potter’s Rupert Grint and Downton Abbey’s Michelle Dockery.


Supported by VisitScotland, VisitWales and Discover Northern Ireland, the campaign promotes a unique 20.12 per cent discount offer or better on accommodation, restaurants, attractions, events and transport. Hundreds of tourism businesses have already signed up, including national hotel chains, and leading attractions like The Eden Project, Chatsworth House and the National Maritime Museum.

Read more about VisitEngland’s domestic GREAT campaign.


Further information

Websites of interest