Born in the run-up to the 2012 Olympic Games in London, the GREAT Britain campaign has generated a direct return to the UK economy of over £1bn in just three years. We go behind the scenes of this iconic campaign.
Born in the run-up to the 2012 Olympic Games in London, the GREAT Britain campaign has generated a direct return to the UK economy of over £1bn in just three years.
Currently active across 144 countries, the GREAT Britain campaign unites the international promotional efforts of 17 government departments. That’s a lot of stakeholders to keep happy, and a diverse range of users with access to precious visual assets.
And it’s only getting bigger. As a spokesperson at GREAT explains: “GREAT is growing all of the time — working with new partners, operating in new markets, reaching new audiences.”
A new case study goes behind the scenes at the GREAT campaign, examining how 800+ users across almost 150 countries share thousands of assets and protect a central brand.
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