2022 marked the ideal time to reengage audiences – focusing on the USA, the UK’s largest market. Travel restrictions between the nations had been relaxed but the UK had slipped 7 places to 18th on the dimension of ‘If I visited this country, the people would make me feel very welcome’ (2021 Anholt Nation Brands Index).

It was essential to reverse that trend because being welcoming is a key imperative to achieving Great’s overarching objectives of encouraging audiences to visit, live, study or do business in the UK. The task was clear – to launch the new brand platform ‘See things differently’ and to present a modern, dynamic global Britain. The audience was broad, 25 -55 y/o, mid-affluent and internationally-minded. There existed latent positivity towards the UK, but no immediate impetus to engage, with familiarity rooted in cultural cliches.

Success lay in connecting the audience to what Britain has to offer now, moving them from passive awareness to active consideration. Britain needed to be seen as a place that is modern and dynamic.