The UK has an impressive track record for creativity and developing and pioneering new ideas and cutting-edge technology. Whether through its Formula 1, road cars or Applied Technologies arm, McLaren is a prominent example of a British technology company with innovation at its heart.
The 2-week integrated campaign will see McLaren prominently feature the ‘Innovation is GREAT’ branding on its Formula 1 car at both the United States (Austin 21-23 Oct) and Mexican (28-30 Oct) Formula 1 Grands Prix as well as on the race suits of its two drivers, Fernando Alonso and Jenson Button.
British astronaut Tim Peake also joins McLaren Applied Technologies’ Dr Caroline Hargrove, voted one of the UKs top female engineers, and record-breaking sailor Hannah White to discuss the UK’s innovative culture past, present and future as part of 2 exclusive ‘GREAT conversation’ films. Recorded at McLaren’s Thought Leadership Centre, the first film is available online.
The second film will see Tim, Caroline and Hannah discuss the importance of STEM (science, technology, education and maths) education to encourage the next generation of British innovators, particularly girls who are under-represented in those subjects, and will be released in the build-up to the Mexican Grand Prix.
Mexico and the USA are both priority markets for attracting investment and promoting UK trade. And in particular with the return of Formula 1 to Mexico for the second year in a row after a 23-year absence, plus the $1.7bn USD of trade between January and July this year, Mexico provides a solid platform from which to promote the UK.
Conrad Bird, GREAT campaign director, said:
Both McLaren and GREAT believe in and are proud to champion UK innovation to the rest of the world. McLaren’s involvement in Formula 1 is an exciting way to get that important story across to a worldwide audience and they’re a good example of a company with a DNA of innovation leading the charge in applying their insights to innovate and solve important challenges.
Ron Dennis, Executive Chairman and Chief Executive Officer, McLaren Technology Group Ltd and Chairman, McLaren Automotive Ltd said:
McLaren is synonymous with technology and innovation the world over so partnering with the UK government’s GREAT Britain campaign is a natural fit for us. We’re proud to use the breadth and global reach of our storytelling capabilities, from our McLaren-Honda Formula 1 team to the McLaren Thought Leadership Centre which provided the unique setting for Tim Peake’s GREAT conversation, to help remind the world about the UK’s indomitable innovative spirit.
The GREAT Britain campaign is the government’s most ambitious international marketing campaign ever and showcases the very best of what Britain has to offer in order to encourage the world to visit, study and do business with the UK.
The GREAT Britain campaign has secured economic returns of £2.2bn for the UK since its launch and is active in over 144 countries.