Scotland’s stunning countryside and cutting edge technology feature prominently in a new drive to promote Britain abroad.
The new GREAT campaign launched in New York last night by the Prime Minister includes images of the Glenfinnan Viaduct and bionic technology developed in Livingston as part of the drive to attract more investment, visitors and students to Britain.
The images can be seen here and here.
The UK Government is determined to seize the unprecedented opportunity of the Olympic and Paralympic Games and the Queen’s Diamond Jubilee all taking place in 2012 and to maximise the economic legacy of these events.
The Prime Minister also announced plans for a “Global Investment Conference” for investors and business leaders to be held in London on the eve of the Games, an innovative programme of business summits including the “British Business Embassy” highlighting key sectors for global growth, and an on-line “British Business Club”. The programme of business events will be delivered by UK Trade & Investment and is expected to generate, over time, at least a £1 billion boost for British business.
Scottish Secretary Michael Moore said:
“Next year is a big year for Britain with tremendous opportunities. We want to deliver a lasting economic legacy for the whole of the Britain from the major events taking place here in 2012.
“Scotland features prominently in this new campaign to promote Britain overseas. We want this GREAT campaign to get more people to visit and invest in all parts of Britain.
“The Glenfinnan viaduct is famous throughout the world to fans of the Harry Potter films. It is a stunning example of what tourists come to Scotland to see.
“The people at Touch Bionics in Livingston can also be very proud that they are showcasing the best of British innovation across the globe. Their expertise transforms lives and it also helps our economy.
“These are two great examples of what Scotland and Britain have to offer. We are one of the very best places in the world to visit, live, work, study and do business.”
The GREAT campaign, which has been led by the Department for Culture, Media and Sport (DCMS), will promote the UK as one of the very best places to visit, study, work, invest and do business. It will centre on ten key areas of British excellence: technology and innovation; entrepreneurship; creativity; knowledge; green; heritage; sport; shopping; music; and countryside.
The campaign materials will be used by UK Trade & Investment, DCMS, FCO, Visit Britain and other Government departments to ensure the whole of Government speaks with one voice.
DCMS announced on 9 June 2011 that creative communications agency Mother had been appointed to work with partners across Government to co-ordinate and develop communications activity to maximise the economic benefits of hosting the Olympics in 2012.
The Global Investment Conference will be held on the eve of the Games and will see 200 of the world’s leading business leaders meet with Government Ministers to discuss opportunities for growth and investment.
On each day of the Olympics the British Business Embassy will host a programme of events focusing on a different high growth sector each day. Over the course of the Games the British Business Embassy and associated events will give over 3,500 UK based companies the chance to showcase their capabilities to key overseas CEOs, buyers, influencers and decision makers.