About the GREAT Campaign
Bringing the best of Britain 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 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.
Clipper Round the World Race,
HM The Queen portrait
by David Bailey commissioned
Red Arrows North America
tour with Aston Martin cars
Tim Peake in space
wishing HM The Queen
a happy birthday
catwalk show at the
Durbar Court, FCO, for Autumn/Winter 2019
Miami Pride 2019
the next Bond
HRH the Duke and
Duchess of Cambridge
on Royal tour in France
Sharing stories from across the UK
in Somerset, England
in Nottingham, England
in Manchester, England
in Cardiff, Wales
Fisherman in Aldeburgh
Ben A'an hill in the
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.