This was published under the 2010 to 2015 Conservative and Liberal Democrat coalition government
The GREAT Britain MINI Tour came to Luxembourg on 25 April, the first time the Tour travelled outside of Germany. The GREAT campaign is about getting the world thinking and feeling differently about Britain, a nation to visit and invest in now.
Our priority, in bringing the GREAT Britain MINI Tour outside of Germany for the first time, was to photograph the GREAT Britain MINI with iconic Luxembourg landscapes (some of the prettiest in Europe) and buildings in order to build brand awareness; increase Luxembourg traffic to the This is GREAT Britain Facebook site and open up opportunities to highlight British strengths across the 12 pillars of the GREAT campaign.
The centrepiece of the GREAT Britain MINI Tour in Luxembourg was afternoon tea at the Residence for distinguished guests. Bringing the GREAT Britain MINI Tour to Luxembourg is an opportunity to celebrate British culture and to deliver substantial economic benefits through additional tourism, trade and education.
GREAT is a long-term campaign. The MINI has now gone – the work continues.