The Government’s most ambitious international marketing campaign ever to stimulate jobs and growth in Britain, required the development and expression of a single unified, global brand to align stakeholders from 17 Government departments, and 350+ private and public partnerships across 144 global markets.
A high-quality, admired brand was developed with a flexible, easy-to-use and recognisable brand framework, which enables communication of the UK’s key attributes across dozens of different channels. A hugely complex exercise in managing brand consistency, delivered outstanding results.
The campaign has so far delivered £1.2billion direct return to the economy and there has been a 16% uplift in intention to both invest in and visit the UK. Intention to procure UK products and services is up 12% and brand value has risen to 58%, well above the objective, putting the UK at No.4 in the worldwide Nation Brand Index.
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