GREAT – Butterfield Harris
Putting the GREAT into Britain & Northern Ireland
‘GREAT’ is the UK’s global brand and campaign to showcase this country as a desirable destination for travel, study, investment and trade. The campaign is run out of Downing St. and the Cabinet Office with a budget of c. £60m per year.
Working as part of the GREAT team Butterfield Harris undertook an in-depth brand audit and communications review for the UK Government providing recommendations for improvements in all the key areas of operation and campaign delivery.
With multiple stakeholders, and numerous global, national and local expressions, executed by many different agencies and partners, the complexity of managing the campaign and keeping it on brief was immense.
As part of their budgetary responsibility to the Treasury, the GREAT team had to demonstrate that the campaign was being well managed for both effectiveness and efficiency/ROI.
In addition, the National Audit Office had asked the team to consider how the campaign was likely to evolve in the light of a five-year budgetary commitment.
Butterfield Harris’ work helped clarify and redefine the GREAT proposition, prioritise key audiences and messages, and defined optimum communications vehicles and channels.
A key recommendation of the review was the need for a substantial shift in the campaign’s tone of voice to address some of the ‘stiffer’ and more formal perceptions of the UK.
This task took on even greater importance after the referendum, as the GREAT team sought to reaffirm and enhance the UK’s feeling of ‘welcome’ in a post-Brexit world.
The implementation of the recommendations has been wholesale, and was supported through the design and development of communication guidelines, partnership strategies and training programmes.
Butterfield Harris was asked to undertake an in-depth brand audit and communications review to assess the campaign’s effectiveness, and make recommendations for how the brand should be developed.
This review was to include content, channels, organisational and management issues, creativity and tone of voice.
Butterfield Harris undertook a major programme of interviews with key stakeholders in government and amongst partners, plus a very extensive research review. They then worked closely with the Head of the GREAT team to distill a whole raft of recommendations for improvements in all the key areas of operation and campaign delivery.