GREAT is an international marketing campaign aiming to bring tourism and investment to the UK. We were asked to develop a new tone of voice and brand language to evolve an awareness-raising brand into a more tactical campaign, driving engagement and action.
Talking to Tourists, Bringing in Business
We established a voice that worked for both B2B and consumer audiences. All communications used unique facts and a specific call to action. For UK Trade & Investment we highlighted business benefits, while for VisitBritain we used fun headlines with emotive, destination-specific invitations.
Walls, Cars and Embassies
We wrote: guidelines, an introduction to the brand for embassies, event branding, magazine advertising, outdoor media and numerous one-offs, including: bus livery, a Wall Street Journal wrap and MINI tour flyers.