Is the Government's 'GREAT' Campaign working?

02 December 2013

Alex Aiken, Executive Director of Government Communications, and Conrad Bird, Director of the GREAT Campaign in the Prime Minister’s Office, will face the House of Lords Committee on Soft Power and the UK’s Influence on Monday 2 December, as the Committee examines the marketing campaign that was set up to capitalise on the London 2012 Games.


Monday 2 December, Committee Room 1, Palace of Westminster

At 4.10pm

  • Alex Aiken, Exective Director of Government Communications, Cabinet Office
  • Conrad Bird, Director of the GREAT Britain Campaign in the Prime Minister's Office

The GREAT Campaign was created to make the most of the spotlight shining on London and the UK during the 2012 Olympic and Paralympic Games. Its aim is to encourage people all over the world to visit and study in the UK and consider setting up a business here. Its first year investment was £37m.

Topics the Committee is likely to cover include:

  • Why is the Government focussing on this campaign when the UK can exert influence in so many different areas?
  • What are the goals of the GREAT Campaign, and how is its progress measured? Has the campaign had any significant failures? Professor Simon Anholt, a nation branding expert, told the Committee on 28 October that ‘if you are spending taxpayers’ money on this kind of stuff it is extraordinarily important that you should be able to set and define goals and measure your progress towards them’.
  • Does the GREAT Campaign have a regional or country focus, and how is this reflected in the way it’s funded?
  • Is there a risk that, being so closely associated with Government, the GREAT Campaign may be seen to be overly self-promoting, and more like propaganda than a marketing tool?

Further information

Image: iStockphoto

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