Since its launch, the GREAT Campaign has created a wealth of world-class place marketing campaigns - but what's the secret to their success? Before Andy Pike, Director of the GREAT Britain & Northern Ireland Campaign, joins us at City Nation Place UK, we caught up with him to understand more about the strategy and vision behind the campaign.

The GREAT campaign is very outward facing, and many citizens will only see the campaign when they’re travelling through British airports. How do you engage citizens in your vision?

The GREAT campaign is indeed outward facing. It was designed to show the world that the United Kingdom is the most creative place on the planet and used as a hard working campaign to encourage people to visit, trade and invest as well as study in our country. More recently we have focussed on using the campaign to talk about the UK more broadly and to continue to attract talent to our shores. The limited amount of use we have put the campaign to within the UK has centred on areas like encouraging exports, and as you correctly observe, our highly successful airports campaign. People who see our imagery at airports all over the country tell us that they find it uplifting. But of course the hard purpose is to show to the many visitors we welcome to this country, the incredible offer the UK has.

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