Nation-Branding Lite? The GREAT CampaignSeptember 1, 2015
Since 2012 the UK has been running promotional campaigns in selected countries under the strap line Britain is GREAT. The GREAT campaign is primarily focused on attracting investment, tourists and students as well as pushing British exports. Between 2012 and 2015 £113.5m has been spent and in a newish report the National Audit Office estimates that it has so far provided a return on investment of £1.2Bn – which is pretty good going since the overall target for the campaign is £1.7-1.9Bn by 2019-20. The NAO is an organization dedicated to demonstrating that public money could have been spent better so it’s quite surprising how happy they are with the view that this is good value for money.
It’s also interesting to see that the report cheerfully uses branding language to discuss the campaign but in a couple of ways the GREAT campaign is a retreat from high concept nation-branding to a more traditional promotional campaign. In its classical form nation-branding is supposed to grow out of a consensual view of a core identity or narrative. This core narrative also needs to be consistent with the way that the brand will be experienced. Branding projects are frequently tripped up by the fact that there isn’t consensus or consistency. Where countries have achieved that consensus it has been as the end result of a long period of discussion (eg Sweden or Finland) which is rarely achievable. The GREAT Campaign has got round this by simply identifying a set of themes that can be used to appeal to different publics – eg heritage AND innovation – no need to make difficult choices and from the point of view of the NAO it seems to be working.