Great Britain and Northern Ireland's Tourism Campaign Is About to Get Even Greater

Director Kate Taylor Tett outlines her ambition to improve the creative ads promoting the UK

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

The longstanding U.K. government’s “Great” tourism campaign, which encourages travelers to flock to Great Britain and Northern Ireland, is set to get even more creative, with ambitions to deliver award-winning work and grow the nation’s appeal on the world stage.

The campaign has been running for 12 years. It debuted long before Britain’s exit from the European Union and just ahead of the 2012 London Olympic and Paralympic Games and Queen Elizabeth II’s Diamond Jubilee, established to showcase the countries of Wales, England, Scotland and Northern Ireland to the world.




Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in